Wine is good for your body according to a lot of health experts. Scientists claim that wine can keep the heart strong, reduce the risk of Alzheimer’s disease, and improve the bacterial composition of the gut. They also claim that wine can ward off diabetes and improve your general mood. A glass of wine a day can improve the quality and length of human life.
Wine has also become a status symbol for many, a symbol that represents the bourgeoisie. From the United States to India, to China, even back to ancient Egypt, Wine is an acknowledgment of high class and refined taste.
The value of a good bottle vs the battle for a good bottle
Like most symbols of status, wine can be expensive as the rich begin to demand it. This high price also means that the average wine enthusiast cannot afford a good bottle of wine. Rich folks want to sip their classy bottles of wine from Burgundy and Bordeaux but this can limit the middle-class wine drinker who wants something high-class.
A solution for the conflict of interest
Jeffrey Shaw was a graduate of University of Arizona alumni, and he had an ID badge printing business. After leaving college, he sold the business. He used the funds from his sale to start up Underground Cellar.
Underground Cellar is an e-commerce website that is changing the way wine is bought and sold. The company uses an innovative upgrade model and AI algorithms to gamify the purchase of wine for its customers.
Underground Cellular allows wine consumers to buy wine within their price range, and then upgrade these bottles with higher value wines. The consumers can ship them immediately or keep them with Underground Cellular until the customers are ready to ship them. Underground Cellar launched in 2013 as an invite-only group. Since then, over 100,000 people have joined the platform.
The idea of a cloud cellar is strange but the model of the business looks profitable. So profitable that seed funding company Y Combinator has backed them up with other investors such as real estate Barbara Corcoran investing in the business. There has been further investment with Accomplice, Golden Ventures, and Bling Capital chipping in.