Issue link: http://winesandvines.uberflip.com/i/137110
METRICS The Flash Report Flash SiteS COMPARED FOR MAY Flash Reseller No. of Domestic May Offers Cinderella Wine Invino Last Bottle Wines Last Call Wines Lot18 The Wine Spies Wine Woot Wines Til Sold Out WineShopper Average Flash Price (750ml) 4 81 15 46 20 25 35 49 29 $22.41 $20.41 $51.07 $21.69 $42.77 $23.81 $16.12 $20.36 $20.64 Average Pageviews* Discount (000) 35% 40% 44% 46% 24% 27% 46% 53% 36% 7 89 62 53 174 11 216 222 151 Source: WinesVinesDATA, winesandvines.com/flash *Source: Compete.com, May 2013 Complete flash data available to subscribers: winesandvines.com/flash Changing Leaders in Flash Offers Total offers from flash websites have been slipping since January, when Lot18 announced its transition from flash sales to a wine club. The total number of offers for domestic wines in May (364) was 11% lower than in May 2012. New York-based Lot18 was an early leader of the flash segment, but its number of domestic wine offers has declined steadily. In May 2011 the company had 70 offers for domestic wines, but it had just 20 in May of this year. Invino jumped to front of the pack when Wines & Vines first included it in The Flash Report in October 2011. The website has since led the flash segment by offers. In December 2012, for example, Invino made 207 offers, which accounted for a little more than a third of that month's total flash offers. —Andrew Adams Decline of Lot18 Offers 250 Invino Wines Til Sold Out Number of Offers 200 Lot18 150 100 50 0 Jun 11 Sep 11 Dec 11 Mar 12 Jun 12 Sep 12 Dec 12 Mar13 Source: WinesVinesDATA, winesandvines.com/flash Flash Discounts for a Sample of alternative varietals offered in MAY Discount Winery/Brand 22% 33% 36% 36% 42% 44% 44% 50% Winery Varietal/Type Vintage State Bethel Heights Vineyard Inc. Bonny Doon Vineyard Meadowcroft Wines Saddleback Cellars Rock Wall Wine Co. Georgetown Divide Wellington Vineyards Underwood Cellars OR CA CA CA CA CA CA OR Pinot Gris Nebbiolo Sangiovese Pinot Blanc Tannat Grenache Roussanne Pinot Gris 2012 2007 2012 2010 2010 2009 2010 2011 Winery Retail $18.00 $37.50 $28.00 $25.00 $34.33 $17.75 $27.00 $19.99 Flash Price $13.99 $25.00 $17.99 $15.99 $20.00 $10.00 $15.00 $9.99 Winery Size In Cases 13,000 20,000 25,000 6,000 10,000 2,000 10,000 50,000 Flash Site Good Juice Direct Lot18 Wine Spies Invino Wine Woot Wine Woot Wine Woot Last Call Wines Source: WinesVinesDATA leading Flash sites Company Name URL Principals Affiliation Cinderella Wine cinderellawine.com Gary Vaynerchuk Wine Library Invino invino.com Tony and Danielle Westfall Good Company Wines Last Bottle Wines lastbottlewines.com Cory Wagner Blicker Pierce Wagner Wine Merchants (BP Wine) Last Call Wines lastcallwines.com Michael Rockower Canals Hamilton Wine Store, N.J. Lot18 lot18.com Philip James, Kevin Fortuna The Wine Spies thewinespies.com Jason Seeber, Brandon Stauber Wine Woot wine.woot.com David and George Studdert Amazon Wines Til Sold Out winestilsoldout.com Joe Arking Roger Wilco (liquor store) WineShopper wineshopper.com Rich Bergsund, Mike Osborn Wine.com Source: WinesVinesDATA, winesandvines.com/flash 12 W in e s & V i ne s J U LY 2 0 1 3 Operation Releases one wine at noon and one at 9 p.m. M-F. Buys only from distributors. Offers two to four new wines daily for 48-72 hours, or until the wine is sold out. Offers one wine until sold out. Offers four to six wines per day, available until sold out. Advertising platform for wineries to sell directly to consumers. Sells one wine each day, 365 days per year. One deal daily M-F. Emphasizes interactivity. Winery controls price. Sells one wine at a time from midnight EST until sold out. One new event per day, with one to five products.