In Womack's happiest dreams, collectors would eventually create a groundswell of demand for a cellar guarantee, one provided through the company's cellar certification. "You put in our hardware -- have our sensor in your cellar -- and after 30 days, we'll give you a certificate saying that the hardware measures to a certain degree of accuracy to a measured standard and that there is an historical record of the temperature and humidity. If you're a storage facility, and you want to show that to your customers, it certifies that the facility hasn't tampered with the data. We believe that as more facilities do that and more collectors do that, it will become more of a branded certification. We want to become the trusted brand."
Besides providing peace of mind to collectors interested in storing their product under optimal conditions, Womack suggests that such a brand could provide added value. "If I took all my wine to Zachy's or Christie's for auction today and said, 'I have this report about temperature and humidity in my cellar,' I think they would look at it and go, 'Good for you -- so what? We inspect all of our wine. We might be able to get a little bit of a premium for that, but not much.'" But if it began to matter to auction buyers -- if the Cellar Central certification began to provide assurance the way "cellared at the Chateau" provides assurance -- well, then. It's one less thing to place under the old caveat emptor. "Ideally, in my grand world, if somebody put a lot of wine on WineBid or WineCommune, they could have a link in there that went right to the temperature and humidity profile. They could say, 'Here's what my cellar looks like. Here's how I take care of my wine.'"