The Series A round was led by Accomplice, with participation from Golden Ventures and Bling Capital.
Launched in 2011, Underground Cellar reimagined the way customers purchase and experience wine with its innovative “gamification” AI technology that is integrated at the core of the platform, helps consumers discover premium wine at lower costs through free upgrades to rare and private-stash bottles from the most prestigious wineries in the industry. With its state-of-the-art storage feature and “CloudCellar,” consumers can easily become a wine collector for free by storing up to 500 bottles of wine without having to make the space in their own households and have them shipped at any time.
Underground Cellar has grown 1000% in the last 18 months and is swiftly approaching selling its 2 millionth bottle by the end of the year.
As the technology-first wine platform continues to grow, the successful tech start-up leader and former Google executive, Jeff Hardy, joins the team as COO and takes a seat on the board.