Wine-by-the-glass subscription service Vinebox raises $5.9 million

One SF startup wants you to get home from a day at work and polish off a bottle of wine by yourself.

Vinebox isn’t really trying to get you wasted though, these bottles are cute and tiny. The small startup is hoping that they can get consumers into the idea of buying premium quality wine-by-the-glass and they’ve convinced investors there’s something behind this concept as well.

The team has just closed a $5.9 million round of funding led by Harbinger Ventures.

Co-founders Rachel Vodofsky and Matt Dukes were both corporate lawyers several years ago with a taste for good wine, but when Dukes decided to move to France and dig deeper into his burgeoning interest in wineries, the founders set off to see how they could start a consumer business with wine discovery at its heart.

The Y Combinator-backed company began their mission with a quarterly and annual subscription service that set people up with new types of single-serve wine on a rolling basis (as well as a wonderful-sounding wine advent calendar) with the ultimate goal of exposing wine lovers to small-lot wineries they wouldn’t have otherwise come across. The 100ml bottles look more like something you would find in a laboratory than a liquor store.

A quarterly subscription is $78 per quarter and includes 9 wine samples with $15 off purchases of full-sized bottle.

A big drive of the subscription is helping members to discover new favorites. Subscription members can get discounts on full bottles if they stumble upon something that piques their interest. Vinebox says they’ve shipped one million glasses of wine so far.

The company is also now working on multi-packs of their single-serve bottles as they aim to shift consumer habits. With the Usual brand, Vinebox sells what are essentially half-bottles in 6, 12, and 24-packs. Right now  The pricing is similarly premium ( a 12-pack is $96), but Dukes says that they’re trying to reshape the attitudes toward single-serve wine.

“The biggest mold that we wanted to break when we were coming into this was the little bottles of wine you get on the airplane,” Dukes says. “It comes in the little plastic bottles and you just immediately associate with lesser quality, cheaper wine.”

Vinebox is selling a red blend from Sonoma County and a rosé from Santa Barbara under the Usual brand first, but says that they’ve gotten a lot of great customer feedback and can let that drive the direction for what types of wine they move to add next.

With this new bout of funding, the group is looking to grow its team and further scale their online distribution as they hope to get their single-serve bottles into more people’s hands.