Cellar Central
Cellar Central is a Lagos-based online and physical retailer selling over 2,000 premium wines, spirits, champagne, and customizable gift hampers to individual consumers, trade customers, and corporate/event clients across Nigeria.
- Company typePrivate
- Founded2017
- HeadquartersLagos, Nigeria
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Cellar Central does
Cellar Central Limited is a privately held, Lagos-based online retailer of premium alcoholic beverages operating under the brand Cellar Central in Nigeria. The company sells more than 2,000 SKUs across four primary categories — wines (red, white, rosé, sparkling, non-alcoholic), champagne and sparkling, spirits (whisky, vodka, rum, brandy and cognac, gin, tequila, liqueur, aperitif), and gift hampers branded "Gifts By CC" — through its e-commerce site cellarcentral.ng and a physical retail store at Surulere, Lagos. Pricing spans entry-level wines from ₦4,000 to ultra-premium spirits such as Dalmore 45 Year Old at over ₦44 million, with promotional mechanics including Valentine's Day discounts, top-offers bundles, clearance sales, and a membership program providing 10% off first orders and exclusive subscriber offers.
The underlying technology is a WordPress-based e-commerce storefront with Paystack as the payment gateway for debit/credit card and bank transfer processing; no proprietary AI/ML, app, or API is disclosed. Distribution is differentiated by next-day delivery within Lagos, express same-day options in select areas, and 3–4 working day nationwide shipping, supported by logistics partnerships cited as the source of pricing competitiveness. Customer segments span individual consumers (primary), trade customers, corporate clients, and event planners, served through a mix-six ordering model, pre-mixed case curation, and bespoke bottle customization.
The business model is direct-to-consumer e-commerce with secondary trade and corporate/event bulk channels. Revenue is generated through one-time transactional sales of alcoholic beverages and gift hampers, with no disclosed subscription, licensing, or recurring contract layer beyond the membership discount program. The company is founder-led by CEO Robert Fox, claims over 1,000,000 cumulative orders shipped and 10,000+ Trustpilot reviews, and shows no institutional investors, parent entities, or disclosed funding rounds in the available data.
Cellar Central firmographics
Firmographics- Name
- Cellar Central
- Legal name
- Cellar Central Limited
- Website
- https://cellarcentral.ng
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cellar Central is a Lagos-based online and physical retailer selling over 2,000 premium wines, spirits, champagne, and customizable gift hampers to individual consumers, trade customers, and corporate/event clients across Nigeria.
- Ownership category
- akta.pro rank
Cellar Central industry classification
Industry- Product category
- Premium Wine & Spirits Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
- akta.pro secondary industries
- Fine Wine & Luxury Spirits Retail (CRANABAE), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where Cellar Central is headquartered
LocationHeadquarters
- HQ city
- Lagos
- HQ country
- Nigeria
- HQ region
- Africa
Offices1 record
Markets served
Cellar Central business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Alcohol Sales: Direct sales of premium wines, spirits, champagne and gift items through their e-commerce platform. One-time transaction model for individual product purchases, with pricing ranging from budget-friendly options (₦4,000) to ultra-premium items (₦44M+). The company also offers membership programs for recurring customer engagement and exclusive discounts.
- Corporate/Event Sales: Sales to corporate clients and event planners for weddings, birthdays and other occasions requiring bulk alcohol supply.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Product Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Cellar Central product offering
Product offeringCore offering
Cellar Central is a Nigerian e-commerce and retail distributor of premium alcoholic beverages, offering over 2,000 wines, spirits, champagne, and gift hampers for sale online and through a Lagos retail store. The platform enables individual consumers, trade customers, and corporate clients to browse, order, and receive authentic premium drinks via direct e-commerce transactions with delivery across Lagos and nationwide. It also runs a membership program with exclusive discounts and offers bespoke bottle customization and curated gift hampers under the "Gifts By CC" sub-brand.
Product overview
Cellar Central is an online marketplace for premium alcoholic beverages operating in Nigeria, offering over 2000 drinks across four main product categories: Wines (Red, White, Rose, Sparkling), Champagne & Sparkling, Spirits (Whisky, Vodka, Rum, Brandy & Cognac, Gin, Tequila, Liqueur, Aperitif), and Gifts By CC (customizable hampers and gift items). The platform provides both e-commerce functionality for direct consumer purchases and logistics partnerships for competitive pricing. Additional services include next-day delivery within Lagos, a membership program with exclusive discounts, and bespoke bottle customization. The company positions itself as a one-stop solution for individuals planning events, as well as trade customers and corporate clients seeking premium drinks at competitive prices.
Differentiator
Problem solved
Functional benefit
Brands
- Gifts By CC: A sub-brand offering gift hampers including Valentine's Day specials, Father's Day, Christmas and Birthday gifts. Hampers are fully customizable.
Products and services
- Wines Extensive selection of wines including Red Wine, White Wine, Rose Wine, and Sparkling Wine sourced from various global wine regions, sold to individual consumers, trade buyers, and corporate clients in Nigeria.
- Champagne & Sparkling Premium Champagne and sparkling wines including French Champagne and Prosecco, offered to individual and corporate buyers for celebrations and gifting.
- Spirits Wide range of distilled spirits covering Whisky, Vodka, Rum, Brandy & Cognac, Gin, Tequila, Liqueur, and Aperitif, sourced from premium global brands and sold online and in-store.
- Gifts By CC Curated and customizable gift hampers and gift items for occasions including Valentine's Day, Christmas, birthdays, and Father's Day, sold to consumers and corporate gifting clients.
- Membership Program Registered customer membership providing exclusive discounts, special offers, free gifts, and access to subscriber-only sales across the Cellar Central catalog.
- Next-Day Delivery Service Logistics service offering next-working-day delivery within Lagos for orders placed before 2PM, with 3-4 working day nationwide delivery and same-day express delivery in supported locations.
Companies that use Cellar Central
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Cellar Central technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Cellar Central partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PaystackcorePayment processing integration through Paystack gateway enabling secure debit/credit card transactions and direct bank transfers for online purchases.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Cellar Central competitors and assessment
Company assessmentDirect peers
- Drizly: Drizly is a US-based direct-to-consumer alcohol e-commerce and delivery platform (now part of Uber) selling beer, wine, and spirits to end consumers. It is directly comparable to Cellar Central as both operate online alcohol storefronts with broad assortments and last-mile delivery infrastructure.
- Wine.com: Wine.com is the largest US online wine retailer offering an extensive assortment with direct-to-consumer shipping. It is directly comparable to Cellar Central's wine-led online assortment and DTC delivery model.
- Caskers: Caskers is a US online marketplace for premium and craft spirits sold direct to consumers. It is comparable to Cellar Central as a premium-positioned online spirits retailer with curated brand selection and DTC fulfillment.
- Flaviar: Flaviar is a US-based premium spirits membership club combining e-commerce with subscription tasting boxes. It is comparable to Cellar Central for premium spirits assortment and the membership/club component of its customer model.
- Master of Malt: Master of Malt is a UK online spirits, wine, and beer retailer with extensive premium and rare bottlings plus tasting notes content. It is directly comparable to Cellar Central for premium spirits assortment and educational content-led marketing.
- ReserveBar: ReserveBar is a US premium spirits and wine e-commerce retailer with strong gifting and corporate channel offerings. It is directly comparable to Cellar Central's premium spirits positioning, gift-hamper sub-brand, and corporate/event B2B angle.
- The Whisky Exchange: The Whisky Exchange is a UK-based online retailer specializing in premium whisky, spirits, and wine with global delivery. It is directly comparable to Cellar Central for its premium spirits catalog, gift offerings, and authenticated-imports positioning.
Regional players
- Konga: Konga is a Nigerian-headquartered general e-commerce marketplace with nationwide fulfillment that lists alcohol and gift items. It is a regional peer comparable to Cellar Central as another major Nigeria-based online retailer competing for similar consumer occasions and gifting purchases.
- Jumia: Jumia is a pan-African e-commerce marketplace with a strong Nigerian presence that sells general merchandise including alcohol where permitted. It is a regional peer comparable to Cellar Central for operating alcohol e-commerce inside the same Nigerian market via a broader general-merchandise storefront.
Broad incumbents
- Total Wine & More: Total Wine & More is the largest US specialty retailer of wine, spirits, and beer with both physical superstores and a strong online channel. It is a broad incumbent comparable to Cellar Central for its full-spectrum premium alcohol retail footprint spanning physical and digital channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cellar Central social profiles
Digital presenceCellar Central financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cellar Central leadership team
Management profileNumber of profiles
Profiles4 records
Cellar Central funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cellar Central M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cellar Central
What does Cellar Central do?
Cellar Central is a Nigerian e-commerce and retail distributor of premium alcoholic beverages, offering over 2,000 wines, spirits, champagne, and gift hampers for sale online and through a Lagos retail store. The platform enables individual consumers, trade customers, and corporate clients to browse, order, and receive authentic premium drinks via direct e-commerce transactions with delivery across Lagos and nationwide. It also runs a membership program with exclusive discounts and offers bespoke bottle customization and curated gift hampers under the "Gifts By CC" sub-brand.
Is Cellar Central a public or private company?
Cellar Central is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cellar Central founded?
Cellar Central was founded in 2017. It employs 11 to 50 people.
Where is Cellar Central based?
Cellar Central is headquartered in Lagos, Nigeria, in the Africa region.
How does Cellar Central make money?
Two revenue lines are on record. Retail Alcohol Sales are the primary driver. The others are corporate/Event Sales.
Who are Cellar Central's main competitors?
Direct peers on record are Drizly, Wine.com, Caskers, Flaviar, Master of Malt, ReserveBar and The Whisky Exchange. Regional players are Konga and Jumia. Total Wine & More is listed as a broad incumbent.
Does Cellar Central have an API?
No public API is recorded for Cellar Central.
What industry is Cellar Central in?
Cellar Central's product category is Premium Wine & Spirits Retail. Its primary akta.pro industry code is CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits), with a secondary code of CRANABAE, Fine Wine & Luxury Spirits Retail. Its NAICS code is 44532 and its SIC code is 5180.