SONOMA, Calif., Nov. 21, 2024 — Underground Cellar, a once-troubled wine e-commerce platform known for its innovative “upgrade” model, has officially relaunches today under the ownership of Wine Country Connect. This revival marks a significant shift for the brand, which aims to offer immediate shipping and improved customer service, while retaining its unique wine discovery experience.
The acquisition is led by David and George Studdert, co-founders of Wine Country Connect, a company with nearly two decades of experience in wine e-commerce and logistics. The Studderts’ operational expertise is expected to provide the foundation for Underground Cellar’s resurgence, after the startup faced bankruptcy in April 2023. The previous closure left more than 50,000 customers without their orders and hundreds of thousands of bottles in limbo.
A Path to Resilience
Wine Country Connect’s involvement with Underground Cellar began in the wake of the company’s bankruptcy, when it was brought in to help manage logistics and ensure that long-delayed orders were fulfilled. David Studdert reflected on the challenges, saying, “It was a difficult time for the community, but we were impressed by how much customers still valued Underground Cellar. It became clear to us that there was something worth saving—something worth rebuilding.”
Underground Cellar originally gained attention for its distinctive “upgrade” model, where customers purchasing wines from themed collections could receive higher-value bottles at no additional cost. Despite the startup’s downfall, the model resonated with customers, and its return under new ownership is aimed at rekindling that excitement.
Expertise Drives New Vision
With Wine Country Connect at the helm, Underground Cellar is poised to benefit from the Studderts’ extensive experience in the wine e-commerce space. The Studderts have been at the forefront of wine sales online since 2006, when they launched Wine.Woot, one of the first daily deal sites for wine. Though Wine.Woot was later acquired, it paved the way for innovative wine retail models, including the approach adopted by Underground Cellar.
Wine Country Connect has built a network that links over 500 wineries with more than 16 million customers, offering a range of services from marketing and fulfillment to logistics and customer support. This proven infrastructure is expected to drive the renewed platform’s success.
Customer-Focused Changes
From the moment of relaunch, Wine Country Connect has introduced several customer-centric improvements. Most notably, all wines purchased through Underground Cellar will now ship immediately, ensuring that customers receive their orders without the long delays that plagued the original platform. Additionally, shipments through the end of 2024 will be upgraded to two-day air at no extra charge.
“We’re committed to making Underground Cellar a seamless and satisfying experience for our customers,” said Studdert. “These changes are just the beginning. We are focused on delivering on our promise to give wine lovers the best service possible.”
A Win for Wineries
The relaunch of Underground Cellar also offers new opportunities for wineries, especially in today’s competitive market. The platform’s model allows wineries to maintain their brand integrity and pricing without relying on deep discounts to attract buyers, an approach that resonates with producers of premium and ultra-premium wines.
Cameron Hughes, a well-known negociant, expressed optimism about the impact Underground Cellar’s return will have on the wine industry. “Premium wine producers are always looking for new channels to connect with customers,” he said. “Underground Cellar provides that opportunity in a way that respects the winery’s brand and pricing. I’m excited to see it back in action under the leadership of David and George Studdert.”
About Wine Country Connect
Founded in 2005 by David and George Studdert, Wine Country Connect has become a leader in direct-to-consumer wine sales, reshaping how wineries and gourmet brands connect with their customers online. The company has launched several successful ventures, including Wine.Woot, and continues to support a growing number of wine and gourmet platforms. With a network of over 16 million consumers, Wine Country Connect has helped drive millions in annual sales, establishing itself as a trusted partner for wineries and customers alike.
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