“While the Internet is not lacking in places to buy wines online, a new Y Combinator-backed startup called Underground Cellar has come up with an interesting new concept for wine sales, where its customers are able purchase package deals that include random, free upgrades to premium, rare, and private-stash bottles from a number of wineries. These wines can then be shipped immediately to the consumer, or they can stored in Underground Cellar’s own climate and temperature-controlled wine cellar for on-demand shipping…

For consumers, the draw is that you’re able to access expensive, premium wines without having to pay the higher pricing, but for the wineries themselves, being promoted as an “upgrade” allows them to protect their brand image and current pricing structure.”

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