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Underground Cellar is making a game of getting more than you asked for when it comes to great wine.Startup founder Jeffrey Shaw playfully described it as "wine roulette," only you can't lose and the payout is cabernet sauvignon, merlot, chardonnay or other varietals crafted by renowned vineyards.For example, ordering a 750-milliliter bottle of wine priced at $30 could result in being sent, instead, a magnum of a reserve vintage at no extra cost.For example, while baby boomers respond to ratings by wine critics, millennials shun such rankings but are drawn to online stories or videos about winery life, according to Shaw.Underground Cellar gets 20 percent of every wine sale, and another $3 per bottle sold.
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