Underground Cellar

Online wine deals that don't ruin brands

Underground Cellar is an innovative online wine marketplace for discovering and buying premium wine that randomly rewards consumers with free bottle swap-outs to rare and private-stash bottles from prestigious wineries. Members can increase their chance of being upgraded to a higher-value bottle by referring friends, purchasing wine, and participating in discussions with other users. The company, which is located in San Francisco, CA, allows its users to purchase wine from its preeminent winery partners, and allows its members to accumulate and store their purchases for free and for an unlimited amount of time in its state-of-the-art wine cellar in Napa Valley, CA.