Add-on Acquisition • E-Commerce

Wine Country Connect Acquires Underground Cellar

On November 21, 2024, Wine Country Connect acquired e-commerce company Underground Cellar

Acquisition Context

This is Wine Country Connect’s 1st transaction in the E-Commerce sector.
This is Wine Country Connect’s 1st transaction in the United States.
This is Wine Country Connect’s 1st transaction in California.

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M&A Deal Summary
Date	November 21, 2024
Target	Underground Cellar
Sector	E-Commerce
Buyer(s)	Wine Country Connect
Deal Type	Add-on Acquisition

Target Company

Underground Cellar

Vineburg, California, United States

Underground Cellar is a wine discovery and e-commerce site offering curated daily collections. Underground Cellar was founded in 2011 and is based in Vineburg, California.

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Buyer Overview 1

Buyer

Wine Country Connect

Sonoma, California, United States

Category	Company
Founded	2005
Sector	Beverages

DESCRIPTION

Wine Country Connect has pioneered direct-to-consumer sales for wineries and gourmet brands, reshaping how they connect with customers online. Known for launching Wine.Woot and partnering with e-commerce platforms like Casemates, Rue Gilt Groupe, Reverse Wine Snob, and Ship it Home USA, Wine Country Connect now supports several wine and gourmet sites. Wine Country Connect was founded in 2005 and is based in Sonoma, California.

Deal Context for Buyer	#
Overall	1 of 1
Sector: E-Commerce	1 of 1
Type: Add-on Acquisition	1 of 1
State: California	1 of 1
Country: United States	1 of 1
Year: 2024	1 of 1

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