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METRICS The Flash Report FLASH SITES COMPARED FOR JUNE Flash Reseller No. of Domestic Average Flash June Offers Cinderella Wine Invino Last Bottle Wines Last Call Wines Lot18 The Wine Spies Wine Woot Wines Til Sold Out WineShopper 7 134 8 41 42 25 88 58 29 Price (750ml) $22.94 $65.08 $52.75 $23.39 $27.70 $27.38 $27.04 $20.37 $23.31 Average Pageviews* Discount (000) 50% 36% 46% 35% 22% 26% 28% 53% 40% Flash Bottle Price by Region $70 $60 $50 $40 $30 $20 $10 0 $65 Nine leading flash sites 12 months through June 2012 Retail Price $39 $40 $25 $39 $23 $28 $18 $32 $20 $24 Flash Price $38 Napa Russian River Sonoma Valley Valley County Central Coast Source: WinesVinesDATA, winesandvines.com/flash Region/ Vineyard Varietal Columbia Willamette Valley Valley $70 $60 $50 $40 $30 $20 $10 0 $67 8 260 40 30 607 4 673 411 129 Source: WinesVinesDATA, winesandvines.com/flash *Source: Compete.com, May 2012 Complete flash data available to subscribers: winesandvines.com/flash Carneros AVA Discounted the Most The most popular varietal wines from California's top wine regions received some of the highest discounts in the past year. Flash sites offered Sonoma County and Napa Valley wines, which have the highest average retail prices, at an average dis- count of more than 40%. By varietal, the most expensive wine was Cabernet Sauvignon with an average price of $66.54 and the highest average discount at 42%. Chardonnay had an aver- age retail price of $31.20 and average discount of 37%. Of the key wine regions, the Carneros AVA of Napa and Sonoma counties, had 126 offers and the highest average discount of 45%. Velvet Palate is the newest company to enter the flash sales market. The New York-based online retailer will sell wine every four to six days and so far has offered mainly imported wines. —A.A. Flash Bottle Price by Varietal Nine leading flash sites 12 months through June 2012 Retail Price $39 $31 $20 $23 $26 $23 $43 $38 $40 $32 $20 Flash Price Cabernet Chardonnay Sauvignon Merlot Pinot Noir Source: WinesVinesDATA, winesandvines.com/flash FLASH DISCOUNTS FOR A SAMPLE OF CALIFORNIA, NON-CHARDONNAY, WHITE WINES OFFERED IN JUNE Discount Winery/Brand Vintage Winery Retail 25% Desante Wines 25% Jana 26% Fess Parker Napa Valley Mendocino Santa Barbara Napa Valley Oakland Sauv. Blanc 2010 Riesling Viognier 2010 2009 Sauv. Blanc 2011 Viognier 2006 $32.00 $80.00 $28.75 35% Nicolaysen Family Vineyards Santa Maria Valley Pinot Blanc 2003 $100.00 41% Maxwell Creek 42% J C Cellars 48% Ramspeck 49% Sine Qua Non Inc. Source: WinesVinesDATA LEADING FLASH SITES Company Name URL Cinderella Wine Invino Last Bottle Wines Last Call Wines Lot18 The Wine Spies Wine Woot Wines Til Sold Out WineShopper cinderellawine.com invino.com lastbottlewines.com lastcallwines.com lot18.com thewinespies.com wine.woot.com winestilsoldout.com wineshopper.com Principals Gary Vaynerchuk Tony and Danielle Westfall Cory Wagner Merchants (BP Wine) Michael Rockower Philip James, Kevin Fortuna Jason Seeber, Brandon Stauber David and George Studdert Joe Arking Source: WinesVinesDATA, winesandvines.com/flash WINES & VINES AUGUST 2012 11 Affiliation Wine Library Good Company Wines Blicker Pierce Wagner Wine 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. Canals Hamilton Wine Store, N.J. 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. Amazon Roger Wilco (liquor store) Rich Bergsund, Mike Osborn Wine.com 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. Lake County Oakville Pinot Grigio 2011 $21.99 $52.00 $25.00 In Cases $23.99 $59.99 $21.25 $64.99 $12.99 $30.00 $12.99 White Blend 2006 $350.00 $178.00 Flash Winery Size Flash Site Price 1,000 Lot18 10,000 Wine Woot 60,000 Wine Woot 1,500 Wine Woot 100,000 Wines Til Sold Out 5,000 Last Bottle Wines 7,000 Invino 3,000 Last Bottle Wines Syrah Zinfandel Bottle Price Bottle Price