Underground Cellar is an online subsciption based wine marketplace that allows discovery of premium wine through random rewards and referral based reward system. Underground Cellar approaches the premium wine market using a different model in which subscribers of the website are given higher end wines on a randomized basis to experience brands they otherwise did not expect to be able to afford.   
Underground Cellar is a Y Combinator company. Each week Underground Cellar releases exclusive offers for members only at low prices. Underground Cellar offers a "cloud cellar" for professional storage of your wine collection until you are ready to drink it.