This online wine retailer hides the labels from customers until after the bottle is purchased. Inspired by Hotwire and Priceline, Winecrasher is a California-based startup with a "crash pricing model" that sells rated wines at lower prices. Therefore, the wine store enables wineries to sell their inventories at a less expensive price point without making public reductions.
Frequent sales and promotions on wine bottles can make it difficult for consumers to know how much wine is actually worth. Similarly, wineries can become concerned with devaluing their brand. Wine retailer Winecrasher provides a solution to this issue while still providing discounted vino. This enables them to undercut other retailers as well.
Instead of a label, every listing has a description of the contents and a rating form an independent critic.