November 29, 2011, 2:04 PM

Wine into water

CellarThief.com takes the increasingly popular flash sale business model to the world of wine.

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CellarThief.com takes the increasingly popular flash sale business model to the world of wine, and adds a charitable twist. Four times per week, staffers select three wines to sell at 35% to 65% off—one pricey bottle for special occasions, an everyday-type of wine and another that may be any price but that is unusual in some way. For each bottle sold, the e-retailer donates 100 days’ worth of clean water to organizations that work to bring potable water to the one-eighth of humanity that lacks it. If a particular wine selection sells out, CellarThief donates an additional 50 days’ worth of water. The e-retailer introduces local wineries via videos, allows site visitors to share products with friends via e-mail and charges a flat $5 shipping fee for any order of three bottles or more.

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