A proper cellar, right here on 30A.
Florida is a hard place to own wine. Summer heat, humidity that never quits, and second homes that sit empty for months with the thermostat set to save money instead of save bottles. A lot of collections down here aren’t aging. They’re slowly cooking.
I built 30A Wine Storage because there was nowhere nearby doing this the right way — a real cellar, held at 55°F and 60–70% humidity year-round, generator-backed, monitored, and open to members at any hour.
Whether you’ve been collecting for thirty years or just came home from a trip with your first great Burgundy, this is your cellar on 30A.
Our Origin
Why I Built it
I’ve lived on 30A for years, and a lot of what I love about this place I found through wine — most of it through serving on the board of the Destin Charity Wine Auction Foundation.
That’s where I met the collectors. And I heard the same thing often enough that it stopped sounding like a coincidence: real cellars kept in garages and spare closets. Wine fridges in houses that sit dark half the year. Bottles that came back from a summer nobody was watching tasting like stewed fruit.
The Gulf Coast has a serious collecting community. It didn’t have a serious cellar.
So I built one.
Our Founder
Justin Goodman
I came to wine through finance and commercial real estate, which is a roundabout way of saying I like assets that get looked after properly. I hold WSET credentials, work directly with estates across California, Oregon, Washington, Europe, and South Africa, and I serve on the DCWAF board.
This isn’t a franchise or a side project. I live minutes from the building. When something needs attention at two in the morning, I’m the one who gets the call.
Our Facility
BUILT FOR WINE, NOT ADAPTED FOR IT.
Most “wine storage” in this region is a self-storage unit with a thermostat bolted on. This building was engineered around the bottle.
55°F and 60–70% humidity, year-round
Three commercial refrigeration units and a closed-cell spray foam envelope hold true cellar conditions straight through August.
Generator-backed
A 38kW standby generator with automatic transfer picks up the climate systems within seconds of an outage. Not a small thing in hurricane country.
Secure and Monitored
Smart-lock entry, cameras, and continuous monitoring. Members get keypad access any hour, any day of the year.
The Serenoa Club
Store your wine here. Drink it here.
The other half of the building is a tasting room, and every member has access to it. That means hosting privileges for your own dinners and tastings, sharp pricing on case buys and access to allocations through our estate, importer, and distributor relationships, and a six-session education series built for collectors and drinkers.
Included with every private cellar. $350 a year for everyone else.
Frequently Asked Questions
Wine Club and Classes
Storage is the reason people come. It isn't the reason they stay. The other half of the building is a tasting room, and every member has access to it. That means hosting privileges for your own dinners and tastings, wine purchased at zero markup through our estate relationships, and a four-course education series that runs from the fundamentals to WSET Level 2 competency.
Cellar members are enrolled automatically. Every other tier can add it.