San Francisco's Foot of the Bed Cellars Secures Seed Funding, Brings Martin Sheehan-Stross Aboard as Co-Founder

San Francisco’s Foot of the Bed Cellars Secures Seed Funding,

Brings Martin Sheehan-Stross Aboard as Co-Founder

New Subscription Wine Company to Focus on Quality, Stories, and Community

July 6, 2016 – San Francisco, CA – Foot of the Bed Cellars, a San Francisco-based direct-to-consumer wine company, has secured $100,000 in seed funding and brought Martin Sheehan-Stross, Lead Sommelier at Michael Mina, aboard as Co-Founder and Chief Wine Officer. Luc Bergevin will serve as Founder and CEO. They plan to begin shipping early this fall.

The company takes its name from a barrel of homemade wine that aged at the foot of Bergevin’s bed in the Haight Ashbury neighborhood in 2013. Each month, select lots of California-produced wines (typically a red and a white) will be sourced and bottled with the Foot of the Bed Cellars label, and delivered direct to subscribers in the Bay Area at $15 per bottle plus shipping. Members will choose between three and six bottles a month, and can mix and match depending on varietal preference.

Bergevin, 26, and Sheehan-Stross, 29, are focusing their efforts on delivering quality wines and interesting stories to their members each month. They will work with their partner wineries to highlight stories of place, vineyard techniques, winemaking choices, and family histories behind the wines. They believe in the power of narrative to improve overall enjoyment, and they want their members to know the faces and places behind each offering.   

Monthly packages will feature tasting notes and recipes for suggested pairings. They will also host local events for members, bringing the wine club experience to the city and bringing groups of friends together around wine.

“I’m so excited to bring my passion for wine to a wider audience,” said Sheehan-Stross. “California is well-established as one of the premier winegrowing regions of the world, but there are lesser known producers in all corners of this state doing fascinating things with varietals folks may not be as familiar with. Our members are in for a great trip through today’s California wines.”

Sheehan-Stross, who recently won the Chaine de Rotisseurs’ Best Young Sommelier 2016 National Finals, will remain at Michael Mina in his current role.

“I’ve sensed a real desire among my friends to learn more about wine, but confusion in figuring out how,” Bergevin said. “It can feel costly, overcomplicated, and pretentious. We aim to be the opposite.”

Those interested can sign up via email to guarantee their spot once the company begins shipping this fall.

“This marks the start of an exciting journey for us. I’ve wanted to start this company for years, and Martin is the perfect person to partner with on it,” Bergevin said. “We share common goals of finding interesting wines, telling great stories, and bringing people together. It doesn’t need to be more complicated than that, and we can’t wait to get going.”


Luc Bergevin