Issue link: http://winesandvines.uberflip.com/i/400294
M E T R I C S The Flash Report Latest FLash Data Complete flash data is available to subscribers: winesandvines.com/flash M E T R I C S 14 W i n e s & V i n e s n O V e M B e R 2 0 1 4 Number of Flash Offers Drops in September T he flash market went relatively quiet during September, with the total number of offers for domestic wines falling compared to the same period during the previ- ous year as well as figures from August. All of the major flash websites had fewer of- fers in September than each of the three previous months. Last Call Wines averaged 100 offers per month over the summer before slipping to 86 in September. Wines Vines Analytics had recorded an increase in offer activity every month of 2014 until September. Increased activity can come from special offer events that can dramatically increase the monthly total of offers. Three of the top flash websites held special Labor Day sales that took place during the last weekend of August, pushing the total offer count up to 601 (or 38% more than in September). Invino frequently accounts for the largest share of the total number of offers as well as some of the largest increases in the monthly total. In May, the website had 190 offers, which drove the total up to 610 of- fers (or 68% more than May 2013). The previous month saw only a 4% increase over the previous year, and Invino had 70 offers. Several of the major websites enjoyed an increase in their average pageviews in 2014 compared to 2013. Wines Til Sold Out (WTSO) more than doubled its page- views, and the company's marketing manager Jessica Elkin said she thought the increase stemmed from the website being featured in Oprah Winfrey's lifestyle magazine and through social media sites such as Pinterest and Insta- gram. She said the mobile version of wtso.com has also been growing "immensely" and credited the growth to positive word of mouth. "I think we are just genuinely growing and we have so many fantastic and happy members that they do a lot of the advertis- ing for us," she said. —Andrew Adams FlASh DISCOUNTS FOR A SAMple OF CAlIFORNIA zINFANDel WINeS OFFeReD IN SepTeMbeR Winery Flash Winery size Discount Winery/Brand region Varietal Vintage retail Price Price in cases Flash site 20% hendry Ranch Winery Napa Valley zinfandel 2011 $35.00 $28.00 15,000 VinFormant 20% Mayo Family Winery Russian River Valley zinfandel 2010 $40.00 $31.99 5,000 Wine Spies 27% Rock Wall Wine Co. Sonoma zinfandel 2011 $45.00 $32.99 15,000 Wine Spies 33% Dry Creek Vineyard Dry Creek Valley zinfandel 2011 $39.99 $26.99 100,000 last Call Wines 40% Wellington Vineyards Sonoma zinfandel 2009 $25.00 $15.00 12,000 Wine Woot 42% hahn Family Wines lodi zinfandel 2012 $28.00 $16.25 400,000 Wine Woot 47% b R Cohn Winery Sonoma zinfandel 2011 $36.00 $19.00 50,000 last bottle Wines 54% Francis Ford Coppola Winery Mendocino zinfandel 2011 $34.99 $15.99 1.23 million last Call Wines FlASh SITeS COMpAReD FOR SepTeMbeR Flash No. of Domestic average Flash average Pageviews* reseller september Offers Price (750ml) Discount (000) cinderella Wine 7 $70.43 29% 34 invino 51 $16.25 45% 152 Last Bottle Wines 12 $25.42 43% 87 Last call Wines 86 $22.69 49% 7 Lot18 13 $21.40 33% 454 the Wine spies 28 $26.58 28% 19 Wine Woot 42 $23.05 47% 400 Wines til sold Out 76 $25.70 51% 1,172 Wineshopper 18 $20.21 43% 55 Source: Wines Vines Analytics, winesandvines.com/flash *Source: Compete.com, September 2014 Source: Wines Vines Analytics, winesandvines.com/flash and compete.com Wines Til Sold Out Wine Woot lot18 last bottle Invino Wine- Shopper The Wine Spies last Call Wines Cinderella Wine 24 months through September 2014 No. of pageviews (000) 800 700 600 500 400 300 200 100 0 n 2013 n 2014 Average Monthly Pageviews at Top Flash Resellers 60 50 40 30 20 10 0 No. of pageviews (000) The Wine Spies last Call Wines Cinderella Wine