Company Profile (AI Text)
Name: Underground Cellar
Canonical URL: https://wefunder.com/undergroundcellar
Updated at: 2026-06-02T05:00:03Z

Tagline: Online wine marketplace and cloud based wine cellar.
Description: What they do: Underground Cellar is an online wine marketplace where consumers receive free upgrades for rare bottles from prestigious wineries. Members can also store their purchases in a humidity and temperature controlled wine cellar and have them shipped overnight, all for free.Why it's a big deal: Wineries hate using discount retailers to get rid of excess inventory because it cheapens their brand and makes customers expect lower prices. Underground Cellar solves this by randomly upgrading some purchases to valuable premium wines. Customers save money with free premium upgrades, and wineries don’t dilute their brands. They have nailed the wine market with over $300,000 in revenue last month, but more importantly, they have pioneered a model where even non-wine premium brands can sell excess inventory without the damage done by deep discounting.

Key claims:
- Total raised on Wefunder: 81600 | citation: https://wefunder.com/undergroundcellar#claim-total-raised
- Total investors: 20 | citation: https://wefunder.com/undergroundcellar#claim-total-investors

Verified facts:
- Total raised on Wefunder: 81600 | observed_at: 2026-06-02T05:00:03Z | expires_at: 2026-06-03T05:00:03Z
- Total investors: 20 | observed_at: 2026-06-02T05:00:03Z | expires_at: 2026-06-03T05:00:03Z

Computed metrics:
- total_amount_raised: 81600
- total_investors: 20
- team_size: 3
- featured_investor_count: 0
- faq_count: 5
- recent_post_count: 0

Quick facts:
- $1,300,000 revenue since launch. | citation: https://wefunder.com/undergroundcellar#claim-fact-1
- Growing 70% month-over-month. | citation: https://wefunder.com/undergroundcellar#claim-fact-2
- First online marketplace that actually benefits wineries. | citation: https://wefunder.com/undergroundcellar#claim-fact-3
- $3,500 projected lifetime customer value. | citation: https://wefunder.com/undergroundcellar#claim-fact-4
- 8,000 bottles sold in March. | citation: https://wefunder.com/undergroundcellar#claim-fact-5
- Median sale 280% more than online wine retailer average. | citation: https://wefunder.com/undergroundcellar#claim-fact-6
- First wine cellar in the cloud. | citation: https://wefunder.com/undergroundcellar#claim-fact-7
- View, manage, and ship all your wine for free via the App. | citation: https://wefunder.com/undergroundcellar#claim-fact-8

FAQ:
- Q: If I invest do I get a percentage of the company?
  A: Yes! When you invest funds via wefunder you get a convertible note which means you are a co-owner of the company. The more you invest, the more ownership you have. For example, a rough way to estimate your ownership is to divide the amount you are investing (e.g. $150,000) by the valuation cap we are raising at (e.g. $15m). So a $150,000 investment roughly means you are getting 1% ownership. There are several nuances involved as well, that the wefunder team or a lawyer/cpa can explain better.
- Q: I know data storage gets cheaper every year. But what does it cost you to store a bottle for a year in Napa? And how do all those wineries "manage" their bottles' storage off-site. I guess I see someones storage space and responsibilities growing as you grow, and I don't see i...
  A: Thx for the question... I'm happy to let you know that the free storage we offer from our CloudCellar service actually makes us a lot of money :) A lot of effort has gone into building out our CloudCellar to ensure that it is profitable, scalable, and a core competency of the company. So I'm excited to explain: 1) We have strategically partnered with one of the leaders in wine storage and fulfillment who are already experts at storing and shipping wine. Their parent company is one of the larg...
- Q: What is the minimum amount I can invest?
  A: Wefunder allows you to invest as little as $3,000. There are perks for increasing that amount. For example, invest $5,000 and meet the team in San Francisco and pop open some bottles of wine with us!
- Q: Great job. How is April tracking as far as sales goes? Also what is the next concept that you believe you can add on to the platform? And when do you expect to add that category?
  A: April is coming along really well. In fact, we had one of our highest revenue days ever last week: $27,000 revenue in 1 day! Our development road map includes: 1) "Wine Genius" - Recurring billing payments expands our flash sale model to work like a wine club. Set a budget, have a wine expert learn your palate, and she'll buy bottles from our offers on your behalf. Code is completed, with release in May 2015. 2) Other verticals will continue to be integrated into the site. We already tested c...
- Q: Do you know of any competitors in the space? Although it is early, when do you hope to reach wine sales of 30 million? (I believe that is the point in time you will target your next vertical). Which vertical seems the most promising to add to underground cellar? Do feel that y...
  A: There are no competitors in the wine space (or anywhere in e-commerce) that are using our patent-pending "Upgrade" marketplace technology. With this cash injection from this round we anticipate $30mm revenues within 12-24 months. While we are currently laser-focused on the wine space, our initial tests look promising to bring this upgrade technology to other verticals. We have already tested gourmet foods (caviar, olive oils) as well as gift cards. There is also potential to roll this out in ...