Issue link: http://winesandvines.uberflip.com/i/116287
METRICS The Flash Report Bargain Offers Lead Flash Segment Flash SiteS COMPARED FOR FEBRUARY Flash Reseller No. of Domestic February Offers Cinderella Wine Invino Last Bottle Wines Last Call Wines Lot18 Wine Spies Wine Woot Wines Til Sold Out WineShopper Average Flash Price (750ml) 5 44 13 52 34 26 36 70 24 Average Pageviews* Discount (000) $40.05 $24.30 $29.46 $32.64 $33.81 $25.99 $19.40 $20.92 $15.38 Complete flash data available to subscribers: winesandvines.com/flash 33% 44% 48% 37% 25% 29% 43% 52% 40% 5 110 66 22 208 7 672 355 195 Source: WinesVinesDATA, winesandvines.com/flash *Source: Compete.com, Feb. 2013 Flash retailers are living up to their claims of offering wines at discount prices. In the past 12 months through February, a quarter of the 5,366 wines offered had a flash price of less than $14.99. Adding in offers for wines less than $20, the share of value wines grew to 51%. The $20-$30 segment accounted for 25% of all offers, but at prices higher than $30 the number of offers plummets. Compared to the data for the 12 months through February 2012, flash sites are offering more wines for less than $20. That segment's share of total offers grew from 45% to 51%. Only wines priced above $50 saw an increase (from 369 to 484 offers), which resulted in that segment's share growing from 8% to 9%. The number of offers for wines priced $30 to $50 stayed flat compared to 2012. —A.A. Flash Number of Offers and Dollar Share by Price Segment 3,000 Number of Offers 2,723 Price segments 12 months through February 2012 2,500 2,000 1,983 1,361 1,296 1,500 1,000 523 543 500 0 231 254 369 484 <$20 $20-$29$30-$39$40-$49 $50+ Flash bottle price Price segments 12 months through February 2013 Dollar Share 5% 8% 12% 5% 45% 9% 10% 51% 25% 29% 12 months through February 2012 12 months through February 2013 Source: WinesVinesDATA, winesandvines.com/flash Flash Discounts for a Sample of zinfandels offered in FEBRuary Discount Winery/Brand Region/ State Varietal Vintage Vineyard 21% Cougar's Leap WineryLake County 23% Mendocino Wine Co./ Parducci Wine Cellars Mendocino 29% Truett Hurst Dry Creek Valley 32% Alexander Valley VineyardsAlexander Valley 33% Quivira Vineyards Dry Creek Valley 40% Elyse WineryNapa Valley 48% Pavilion CrossingLodi 55% Chumeia Vineyards Paso Robles Winery Retail Flash Winery Size Flash Site Price In Cases CAZinfandel 2008 $28.00 $21.99 CAZinfandel CAZinfandel CAZinfandel CAZinfandel CAZinfandel CAZinfandel CAZinfandel 2010 2009 2009 2010 2007 2011 2008 $25.99 $21.00 $22.00 $29.99 $45.00 $24.99 $38.00 $19.99 $14.99 $14.99 $19.99 $26.95 $12.99 $16.99 500 Wine Spies 150,000Lot18 100,000 Wine Spies 100,000 WineShopper 18,000Last Call Wines 9,500 Prince of Wine 1,000Last Call Wines 2,000 Wines Til Sold Out Source: WinesVinesDATA leading Flash sites Company Name URL Principals Affiliation Operation Cinderella Wine cinderellawine.com Gary Vaynerchuk Wine Library Releases one wine at noon and one at 9 p.m. M-F. Buys only from distributors. Invino invino.comTony and Danielle Westfall Good Company Wines Offers two to four new wines daily for 48-72 hours, or until the wine is sold out. Last Bottle Wines lastbottlewines.com Cory Wagner Blicker Pierce Wagner Wine Offers one wine until sold out. Merchants (BP Wine) Last Call Wines lastcallwines.com Michael Rockower Canals Hamilton Wine Store, N.J. Offers four to six wines per day, available until sold out. Lot18 lot18.com Philip James, Kevin Fortuna Advertising platform for wineries to sell directly to consumers. The Wine Spies thewinespies.com Jason Seeber, Brandon Stauber Sells one wine each day, 365 days per year. Wine Woot wine.woot.com David and George Studdert Amazon One deal daily M-F. Emphasizes interactivity. Winery controls price. Wines Til Sold Out winestilsoldout.com Joe Arking Roger Wilco (liquor store) Sells one wine at a time from midnight EST until sold out. WineShopper wineshopper.com Rich Bergsund, Mike Osborn Wine.com One new event per day, with one to five products. Source: WinesVinesDATA, winesandvines.com/flash Win es & V i n es A PRI L 20 13 13