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About Us

Ultra Wine Racks & Cellars was founded and is managed by Tom Schneider. Tom is the owner of WhisperKool Cooling Systems and Vinotheque Wine Cabinets.  He has been on the forefront of innovation within the wine storage and cooling industry for the past decade.  Contributing to the creation of Ultra Wine Racks & Cellars is Doug Smith. He is a world-renowned wine cellar designer with 23 years of experience designing and installing custom wine cellars for clients around the world.  Their creative vision of wine cellar trends saw a décor shift from traditional wood racking systems to contemporary modern metal racking systems.  Traditional wood racking has been the bread and butter of the wine cellar industry for many years.  Under Tom’s leadership, WhisperKool has become a key provider of cooling systems to all the wood racking manufacturers, major distributors and local dealer-designers across US and Canada.  As the shift for contemporary metal racking was getting more popular, Tom & Doug witnessed the traditional wood wine cellar designers were lacking the resources to satisfy this new trend.  Therefore, Tom established Ultra Wine Racks & Cellars to provide innovative alternatives with a wide variety of contemporary metal racks and unique mounting methods that were never available in the past.


MISSION STATEMENT:

Ultra Wine Racks & Cellars was created to offer unique and modern racking options which inspire creativity for cellar contractors and collectors to create uniquely different themes for wine cellars.