Sunrise Cellars

What Sunrise Cellars does

Sunrise Cellars is a family-owned liquor retailer operating two physical storefronts in Westfield and Caldwell, New Jersey, founded in 1968 and affiliated with the ShopRite Wines and Spirits network. The company sells wines (across red, white, rosé, sparkling, dessert, kosher, organic, and non-alcoholic varieties sourced from more than ten countries), spirits (vodka, whiskey, bourbon, tequila, gin, rum, mezcal, plus exclusive Sunrise Barrel Picks), beer and seltzer, and THC products. Inventory exceeds 3,000 wine SKUs, with prices ranging from under $15 budget bottles to $100+ premium and collector selections. Volume discounts are offered at 6+ bottles (10%) and 12+ bottles (20%), and a 10% first-order discount is available via email signup.

Beyond core retail, Sunrise Cellars operates an e-commerce storefront at sunrisecellars.com, mobile applications on iOS and Android, same-day local delivery within the Westfield and Caldwell trade areas, store pickup, and shipped-to-door fulfillment. The technology stack is built on the City Hive e-commerce platform, which handles the online storefront, inventory management, and order fulfillment. Ancillary service revenue is generated through custom and pre-made gift baskets (corporate, kosher/shiva, sympathy, milestone, real estate closing), bottle engraving, private in-home wine tastings, in-store tasting events at the Westfield lounge, and liquor catering for parties and corporate events.

The company makes money primarily through one-time retail alcohol transactions across its two locations and online channels, supplemented by higher-margin gift basket and engraving sales, delivery and shipping fees, and event-catering professional services. Customer segments include local community consumers (primary), corporate gifting buyers, kosher wine buyers, and wine enthusiasts. The business is family-owned and Israeli-owned, with no venture capital or private equity backing disclosed, and reported headcount of 1–10 employees across both locations.

Name

Sunrise Cellars

Legal name

Sunrise Cellars

Website

https://sunrisecellars.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

Sunrise Cellars is a family-owned liquor retailer operating two storefronts in Caldwell and Westfield, NJ since 1968, selling wine, spirits, beer, and THC products via retail, e-commerce, mobile apps, and local delivery to local consumers, corporate clients, and kosher wine buyers.

Ownership category

akta.pro rank

Product category

Alcoholic Beverage Retail

NAICS

Beer, Wine, and Liquor Retailers (44532), Beer, Wine, and Liquor Retailers (445320)

SIC

Retail-Retail Stores, Nec (5990)

akta.pro primary industry

Alcohol Superstores & Warehouse Liquor Retail (CRANAAAE)

akta.pro secondary industry

Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)

Keywords

• Wine retail
• Spirits retail
• Craft beer
• Gift baskets
• Local delivery

Headquarters

HQ city

Westfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Alcohol Sales: One-time transaction retail sales of wine, spirits, beer, and THC products through two physical store locations and e-commerce platform. Products are sold at varying price points from budget to premium, with volume discounts available (6+ bottles save 10%, 12+ bottles save 20%).
2. Gift Basket Services: Custom and pre-made gift baskets including engraved wine boxes, corporate gifting, and special occasion baskets with additional margin revenue.
3. Delivery and Fulfillment Services: Local delivery service within the Westfield and Caldwell area generating revenue from delivery orders and shipping fees.
4. Event and Catering Services: Private tasting events, in-home tastings, and event catering services for parties and corporate events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Sunrise Cellars is a family-owned liquor retailer operating two stores in Caldwell and Westfield, NJ, selling wine, spirits, beer, THC products, and gift baskets across multiple price points. The company complements its retail inventory with same-day local delivery, store pickup, nationwide shipping, custom gift baskets, bottle engraving, in-store tasting events, private in-home tastings, and event catering services. It also operates an e-commerce storefront and dedicated iOS/Android mobile apps for direct consumer ordering.

Product overview

Sunrise Cellars is a family-owned liquor store operating two locations in Caldwell and Westfield, New Jersey since 1968, as part of the ShopRite Wines and Spirits family. The company offers a comprehensive portfolio of alcoholic beverages centered on Wine (including Red, White, Rosé, Champagne, Dessert, Port, Sangria, Kosher, and Non-Alcoholic varieties), Spirits (Vodka, Whiskey, Bourbon, Tequila, Gin, Rum, Mezcal, and exclusive Barrel Picks), Beer & Seltzer, and THC products. Complementing its beverage offerings, Sunrise Cellars provides Gift Baskets (custom and pre-made), Bottle Engraving services, and Private In-Home Tasting events. The company also offers digital shopping via mobile app for iOS and Android, along with delivery, pickup, and shipping services.

Differentiator

Problem solved

Functional benefit

Brands

• Sunrise Barrel Picks: Curated barrel-selected spirits offerings exclusive to Sunrise Cellars

Products and services

• Wine Curated wine selection including Red, White, Rosé, Champagne & Sparkling, Dessert Wines, Port & Fortified, Sangria, Kosher, Organic, Biodynamic, and Non-Alcoholic varieties sourced from France, Italy, the United States, Spain, Germany, Argentina, New Zealand, Portugal, and Austria; the wine catalog alone exceeds 3,000 products.
• Spirits Full spirits collection including Vodka, Whiskey, Bourbon, Tequila, Liqueurs, Rum, Gin, Ready to Drink, Brandy & Cognac, and Mezcal, with Sunrise Barrel Picks exclusive to the store.
• Beer & Seltzer Beer and seltzer selection including IPA, Ale, Lager, Pilsner, Stout, and RTD cocktails for retail purchase.
• THC Products THC products available for purchase through the Sunrise Cellars storefront.
• Gift Baskets Pre-made and custom gift baskets including Kosher/shiva baskets, Thank You baskets, Sympathy/Get Well baskets, Milestone baskets, Corporate gifting, Custom Engraved Wine Gift Boxes, and Love&Box Gift Boxes.
• Sunrise Barrel Picks Exclusive hand-selected barrel picks of curated spirits available to Westfield customers, featuring spirits selected by the store.
• Private In-Home Tasting Private in-home wine tasting events hosted by Sunrise Cellars staff for customers and their guests.
• Bottle Engraving Custom bottle engraving service for personalized wine and spirits gift boxes.
• Delivery, Pickup, and Shipping Services Fulfillment options including in-store Pick Up At Store, Free Local Delivery in the Westfield and Caldwell areas, and Shipped To Your Door service for customers outside the immediate delivery zone.
• Liquor Catering for Parties and Events

Quantifiable outcome

• Every bottle on shelves has been tasted and approved by staff
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• ShopRite Wines and SpiritscoreChannel Partner/ Reseller/ DistributorSunrise Cellars operates as part of the ShopRite Wines and Spirits family, providing inventory sourcing, supply chain advantages, and brand association with the ShopRite retail network.
• City HivecoreTechnology or IntegrationE-commerce platform provider powering Sunrise Cellars' online storefront, inventory management, and digital commerce capabilities. Provides the technology infrastructure for their website and online ordering system.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Astor Wines & Spirits: New York-based specialty wine and spirits retailer with strong e-commerce, curated staff picks, and same-day NYC delivery. Comparable curated-retail ethos and channel mix to Sunrise Cellars.
• Bottle King: Multi-store New Jersey-based liquor retailer with similar footprint and product breadth (wine, spirits, beer). Direct geographic and format overlap with Sunrise Cellars' Caldwell and Westfield locations.
• Gary's Wine & Marketplace: Northern New Jersey premium wine and spirits retailer offering curated selections, gift baskets, and event services. Comparable curated, multi-channel retail model to Sunrise Cellars.
• Sherry-Lehmann: Historic New York wine and spirits retailer known for premium curation, rare bottles, and gift services. Comparable premium positioning and event/gifting service lines to Sunrise.
• Wine Library: New Jersey-based wine and spirits retailer with strong omnichannel presence and collector-focused inventory. Operates in the same regional market with overlapping customer segments.

Broad incumbents

• Total Wine & More: Largest US independent retailer of wine, spirits, and beer with national superstore footprint. Competes with Sunrise on breadth, pricing, and selection, though not on local community service.
• BevMo!: Multi-state specialty beverage retailer (now part of GoPuff) selling wine, beer, and spirits with strong omnichannel capabilities. Comparable big-box specialty retail format and product mix.
• Wine.com: Largest US online wine retailer offering broad selection, gift services, and shipping. Overlaps with Sunrise's e-commerce and gifting revenue streams.

Emerging players

• ReserveBar: Premium online spirits retailer specializing in rare bottles, custom engraving, and corporate gifting. Directly competes with Sunrise's premium, engraving, and corporate gifting offerings.
• Drizly: Online alcohol delivery marketplace aggregating local retailers for on-demand delivery. Competes with Sunrise's local delivery offering and is increasingly owned by Uber, adding scale and logistics depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SunriseCellarsCaldwell
• Instagraminstagram.com/sunrisecellarsofcaldwell
• LinkedInlinkedin.com/company/sunrise-cellars-shoprite-wines-spirits

Revenue estimate

Valuation estimate

Number of profiles

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 Sunrise Cellars