Upgrade your Wine. Upgrade your Life – With UndergroundCellar.com

  After three months of beta testing and over $200,000 of wine sales, Underground Cellar is live! This is a fun new way for you to experience high-end wines that you might not otherwise buy, or for that matter, have access to. What sets Underground Cellar apart from other online retailers and wine clubs is that they use a "reverse discount" upgrade model, as opposed to the "deep discount" e-commerce model. This means that consumers are rewarded with random upgrades to more premium wines. At the same time, the winery can protect its brands by not advertising their wines at discounted prices. Here's how it works: