Meet Alex
Madison,
Founder & Lead Designer
Private Label Custom Cellars is a founder-led wine cellar company built around craftsmanship, technical knowledge, and a personal understanding of what collectors want from their homes.
Alex brings 20+ years of combined construction experience to custom wine cellar design, helping homeowners create spaces that protect their collections, elevate their homes, and feel purpose-built from the first sketch to final installation.
Founder credibility
Real experience behind every cellar.
20+ Years
Combined Construction Experience
Founder-Led
Direct Guidance From Alex
Luxury Focus
Residential Wine Cellars
California
Serving Collectors Statewide
Our story
Built around the collector.
Private Label Custom Cellars was created for homeowners who want more than wine storage. A well-built cellar should protect the collection, match the character of the home, and create a space people actually want to step into.
Alex Madison approaches each project from both a design and construction perspective. That means thinking through the visible details, like racking style, lighting, glass, wood, and layout, while also respecting the less visible details that make a cellar perform properly over time.
From a compact under-stair installation to a full custom room, the goal is the same: build a wine cellar that feels intentional, reliable, and worthy of the collection inside it.
Why homeowners work with Alex
A wine cellar should be beautiful, functional, and built correctly.
Design Expertise
Every cellar starts with the home, the collection, and the way the client wants to use the space. The result should feel custom, not copied from a catalog.
Construction Knowledge
With 20+ years of combined construction experience, Alex understands how framing, glass, doors, insulation, lighting, and finish materials affect the final result.
Personal Guidance
Clients work with a real person who can help them think through layout, capacity, display, climate needs, and the details that make a cellar feel complete.
Featured project direction
Custom wine cellars designed for the way people live.
Client feedback placeholders
What homeowners say about working with Private Label.
Alex guided us through every stage of the project and helped us create a wine cellar that feels like it was always part of our home.
Newport Beach Homeowner
The craftsmanship, design guidance, and attention to detail exceeded our expectations. The finished cellar became one of our favorite spaces in the house.
Dana Point Collector
Private Label transformed an unused area into a beautiful, functional wine room. The process felt personal from beginning to end.
Laguna Beach Wine Enthusiast
Supplier relationships
Built with trusted wine cellar industry products.
Private Label Custom Cellars works with established suppliers and manufacturers throughout the wine cellar industry to support long-term performance, design flexibility, and reliable project outcomes.
US Cellar Systems IRONWWINE CELLARS VintageView WHISPERKOOL Wine GuardianOur Network of Specialists
Private Label Custom Cellars works with a trusted network of craftsmen, builders, refrigeration specialists, and installation professionals throughout California to deliver exceptional results on every project.
This section can be expanded later with team names, installer profiles, partner photos, or a behind-the-scenes gallery.
Service areas
Serving collectors throughout California.
Private Label Custom Cellars works with homeowners and collectors in prominent luxury markets across Orange County, Los Angeles, and the Bay Area.
Orange County
- Newport Beach
- Corona del Mar
- Laguna Beach
- Dana Point
- San Juan Capistrano
- Irvine
Los Angeles
- Beverly Hills
- Bel Air
- Brentwood
- Pacific Palisades
- Manhattan Beach
- Palos Verdes
Bay Area
- Atherton
- Palo Alto
- Los Altos Hills
- Hillsborough
- Menlo Park
- San Francisco
Start the conversation
Ready to build a cellar worthy of your collection?
Talk with Alex Madison about your home, your collection, and the type of wine cellar you want to create.