How It Works


Every day we feature a winery, region, varietal.


Buy bottles and half of them are upgraded to more expensive bottles.


Find out what you won as soon as you buy. You always get what you paid in value.


Collect up to 500 bottles in CloudCellar and ship on demand. 12 bottles receive free ground shipping.


How To Contact Us

Our Support team is here to help! Please email us at [email protected] When contacting us, be sure to include information such as your order or shipment number, account email, or a screenshot of the issue, so we can best assist you.

Our mailing address:

Underground Enterprise, Inc. 580 Howard, Suite 500, San Francisco, CA 94105

Why Underground Cellar?

Discover Amazing Wine

Unlike the other countless "deep discount" ecommerce websites, we take a different approach to helping wineries move inventory. Rather than providing value to our members through discounts, value is provided through randomized upgrades to more premium wines. Not only does this provide an exciting new way for wine consumers to experience high-end wines they might not otherwise go to the store and buy, but it allows a winery to maintain its price point by never advertising their product at a discount. Discounts ruin brands - We preserve them.

Get Upgraded to Ridiculous Bottles

Each week we post offers exclusive to Underground Cellar members only. Each offer is comprised of a few similar wines of different price points. Our members only pay for the lowest priced bottle in the offer, and have the chance to be upgraded to the higher priced bottles. Chances for an upgrade are fully transparent, and all of this information is provided on the offer pages. Most of our deals are direct with the wineries, so you're receiving wine directly from the winery itself. This means you're purchasing bottles with the highest possible provenance. Please be patient as the winery gets your wine to the shipping facility and then directly to your door.

Store Your Wines and Ship On-Demand

We provide our active members the ability to accumulate and store their purchases for free in our state-of-the-art, humidity and temperature controlled wine cellar located in Napa Valley, CA. Known as the “CloudCellar,” members can mix-and-match bottles from different wineries over time, and when they are ready to take them out of the “cellar,” they simply click on their “CloudCellar” tab and select which bottles they want delivered. Our members can even request them to arrive chilled and ready to drink to nearly anywhere in the US. This is a cost-effective and great way to accumulate bottles as users get free ground shipping when shipping 12 bottles.