90+ Cellars

What 90+ Cellars does

90+ Cellars is a privately held wine brand owned by Latitude Beverage Company, headquartered in Newton, Massachusetts, and founded in 2009 by Kevin Mehra. The company operates an asset-light sourcing model: rather than owning vineyards, it partners with acclaimed wineries globally — across Italy, France, New Zealand, Argentina, Spain, Germany, Portugal, Australia, and the United States — and purchases surplus or excess production of high-rated wines to release under the 90+ Cellars label, withholding source disclosure in exchange for favorable pricing. The portfolio comprises more than 200 SKUs organized into four price-tiered series — Core (everyday values), Classic (Old World regional wines), Reserve (small-production artisan wines), and Collector (limited-release prestigious appellations) — plus dedicated lines for Non-Alcoholic Sparkling, Zero Sugar, and Low Calorie/Low Alcohol wines, each identified by a unique Lot Number.

The company runs a hybrid go-to-market model. Direct-to-consumer e-commerce is powered by Shopify at ninetypluscellars.com and ships to 36 US states, fulfilled by a network of licensed retail liquor stores that act as merchant of record. A separate Wine Club subscription delivers 6 or 12 curated bottles quarterly at up to 30% off retail pricing, currently with 200+ members. Offline distribution runs through the same licensed retail liquor store network and a "Find a Store" locator pointing consumers to supermarkets, wine shops, and liquor stores carrying the brand. Pricing is anchored at $11–$35 per 750ml bottle, with most volume concentrated in the $12–$15 band, and the marketing proposition is explicitly framed as "buy a $75 bottle of wine for $25," reinforced by recurring earned media in Forbes, TIME, Vinepair, Washington Post, and Paste. Cumulative bottles sold since founding exceed 75 million, and annual case volume has scaled to above 500,000 cases, more than doubling over the past decade.

90+ Cellars generates revenue through two streams: one-time individual bottle sales via DTC e-commerce and retail partners (transactional), and recurring quarterly Wine Club subscriptions. The company does not operate a proprietary technology platform — its digital stack is limited to Shopify for commerce and Google Analytics for traffic measurement — and it has no disclosed funding rounds, no public listing, no app, and no API. Management is led by founder Kevin Mehra, with Wine Director Alexandra Shaughnessy curating the subscription program. The business is a CPG wine brand whose principal assets are brand equity, sourcing relationships, and distribution reach rather than technology.

Name

90+ Cellars

Legal name

Latitude Beverage Company

Website

https://ninetypluscellars.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

90+ Cellars is a US wine brand that sources surplus premium wine from acclaimed wineries worldwide and resells it under its own label at $11–$35 per bottle, serving value-conscious individual consumers through direct-to-consumer e-commerce, a quarterly Wine Club subscription, and licensed retail liquor store partners.

Ownership category

akta.pro rank

Product category

Wine

NAICS

Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

akta.pro secondary industries

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Alcohol Subscription Clubs & Membership Retail (CRANAAAI)

Keywords

• Curated wine selection
• Wine subscription service
• Direct-to-consumer wine
• Value wine brand
• Wine e-commerce

Headquarters

HQ city

Brighton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct Wine Sales: One-time purchase of individual wine bottles through the e-commerce platform, fulfilled by licensed retail liquor stores.
2. Wine Club Subscription: Quarterly subscription model delivering 6 or 12 bottles of curated wines per seasonal shipment. Members save up to 30% vs regular prices and receive 10% discount on non-Wine Club purchases. Four shipments per year in March, June, September, and December.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

90+ Cellars sources premium-rated wines from acclaimed wineries around the world and bottles them under its own brand label without disclosing the original source. The company sells a curated portfolio of more than 200 wines organized into four series (Core, Classic, Reserve, Collector), offers individual bottle purchases through its direct-to-consumer e-commerce site and licensed retail partners, and runs a quarterly Wine Club subscription delivering 6 or 12 curated bottles per shipment.

Product overview

90+ Cellars is a wine company offering a curated portfolio of over 200 wines organized into four distinct series: Core Series for everyday value wines, Classic Series for Old World regional wines, Reserve Series for small-production artisan wines, and Collector Series for limited-release prestigious appellation wines. The company also operates a Wine Club subscription service delivering seasonal curated selections. Products range from still wines (red, white, rosé) to sparkling wines, with offerings including low-calorie, low-alcohol, zero sugar, sustainable, and organic options. Individual wines are identified by unique Lot Numbers and sourced from partner wineries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• 90+ Cellars Wine Club: A subscription wine club featuring seasonal deliveries of curated wines with savings up to 30%, curated by Wine Director Alexandra Shaughnessy.
• Core Series
• Classic Series
• Reserve Series
• Collector Series

Quantifiable outcome

• Save 30-70% compared to typical retail wine prices
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core.

• Licensed Retail Liquor Stores (Network)coreChannel Partner/ Reseller/ DistributorNetwork of licensed retail liquor stores that receive and fulfill online orders placed through the 90+ Cellars website. The retailer is the merchant of record for each order.
• Latitude Beverage CompanycoreOthersParent company headquartered in Newton, MA. Latitude Beverage is a Boston-based beverage company that owns the 90+ Cellars brand.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bright Cellars: Monthly wine subscription that uses a taste profile quiz to ship curated bottles to consumers. Directly comparable as a DTC wine subscription competing for the same value-oriented consumer with similar subscription mechanics.
• Firstleaf: Wine subscription club that curates bottles from around the world and ships to customers' doors, emphasizing discovery and value. Closely comparable to 90+ Cellars' curated global sourcing and DTC subscription model.
• Naked Wines: Online wine retailer that funds independent winemakers in exchange for exclusive wines sold to its customer base. Comparable as a DTC wine business bypassing traditional distribution with a curated, source-disclosed approach.
• Wine.com: Largest online wine retailer in the US, offering broad selection with editorial content and a Wine Club. Direct competitor in DTC wine e-commerce with overlapping value-tier and subscription offerings.
• Vinebox: Wine-by-the-glass subscription that delivers curated single-serve pours from premium wineries. Comparable as a curated, premium-positioned DTC wine club targeting modern, convenience-oriented drinkers.
• Laithwaite's Wine: Long-running UK-based wine subscription and online retailer with global sourcing and curated bottles. Comparable to 90+ Cellars as a subscription-led, curator model that emphasizes value through direct sourcing.
• Cellars Wine Club: Subscription wine club offering curated bottles from international regions with monthly and quarterly cadences. Comparable as a curated, multi-region wine subscription targeting similar value-seeking enthusiasts.

Broad incumbents

• Total Wine & More: Largest US independent retailer of wine, beer, and spirits, operating 200+ superstores plus a strong e-commerce site. Comparable as a value-positioned omni-channel wine retailer, though broader in category scope.
• Drizly: Online alcohol delivery marketplace owned by Uber that connects consumers to local retailers for wine, beer, and spirits. Comparable as a DTC alcohol fulfillment channel competing for online wine purchase occasions.
• BevMo!: Multi-state US specialty retailer of wine, beer, and spirits with strong in-store and online presence. Comparable as a value-positioned omni-channel alcohol retailer with overlapping price-sensitive consumer base.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/90PLUSCELLARS
• Xx.com/90pluscellars
• Facebookfacebook.com/ninetypluscellars
• LinkedInlinkedin.com/company/latitude-beverage-company

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 90+ Cellars