For all the oenophiles among you! The founders of this company state their hopes that they will become like Groupon or Gilt for wine. However, with their upgrade scheme (by purchasing a certain wine or amount, the purchaser becomes eligible for upgraded offerings i.e. high end wines that they can add to the purchase at a discount) they actually remind me of Julep, which does something similar. In any case, don’t be surprised if you see a review of this service in the near future!