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METRICS The Flash Report FLASH SITES COMPARED FOR AUGUST Flash Reseller No. of Domestic Average Flash August Offers Price (750ml) Cinderella Wine Invino Last Bottle Wines Last Call Wines Lot18 The Wine Spies Wine Woot Wines Til Sold Out WineShopper 0 52 12 54 53 28 79 63 39 $31.41 $36.21 $30.96 $31.06 $27.75 $24.23 $21.62 $17.44 Cabernet Sauvignon 180 160 140 120 100 80 60 40 20 0 Flash Offers by Varietal Pinot Noir 39% 39% 34% 21% 28% 33% 51% 36% Average Pageviews* Discount (000) 3 90 10 66 392 20 449 246 92 Source: WinesVinesDATA, winesandvines.com/flash *Source: Compete.com, July 2012 Complete flash data available to subscribers: winesandvines.com/flash Cabernet Sauvignon Leads in Flash Offers None of the other four top wines offered by flash sites came close to matching or surpassing Cabernet Sauvignon by number of offers in the past 12 months. Of the 5,159 total offers in the past year, the top four varietals and blends accounted for 63%, and Cabernet had a 30% share. At the high point for offers in December, there were 167 for Cabernet Sauvignon, 84 for Pinot Noir, 69 for red blends and 56 for Chardonnay. Special release events dramatically increased the average price for Cabernet Sau- vignon and red blends this summer, although average flash prices stayed relatively stable. Chardonnay, for example, maintained an average of $20. In just the past month, the nine major flash sites offered 380 wines from 254 unique wineries with an average discount of 34% and an average flash price of $27.59. —A.A. Red Blend Chardonnay Sep 2011 Dec 2011 Mar 2012 Source: WinesVinesDATA, winesandvines.com/flash Jun 2012 Aug 2012 Source: WinesVinesDATA, winesandvines.com/flash Sep 2011 $70 $60 $50 $40 $30 $20 $10 Dec 2011 Cabernet Sauvignon Flash Bottle Price by Varietal Pinot Noir Red Blend Chardonnay Mar 2012 Jun 2012 FLASH DISCOUNTS FOR A SAMPLE OF RUSSIAN RIVER VALLEY, CALIFORNIA WINES OFFERED IN AUGUST Discount Winery/Brand Region/ Vineyard 24% Alysian Wines 25% Lucas J Cellars 25% Sandole Wines 31% Iron Horse Vineyards 45% DeLoach Vineyards 57% Robert Mueller Cellars 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 12 WINES & VINES OCTOBER 2012 Varietal Vintage Winery Retail In Cases Russian River Valley Pinot Noir 2008 $55.00 $41.66 Russian River Valley Pinot Noir 2007 $44.00 $33.00 Russian River Valley Zinfandel 40% Inspiration Vineyards & Winery Russian River Valley Viognier 43% Ottimino Russian River Valley Zinfandel 2008 $28.00 $21.00 Russian River Valley Chardonnay 2009 $26.00 $17.99 2009 $29.00 $17.50 2006 $35.00 $20.00 $8.25 Russian River Valley Pinot Noir 2011 $15.00 Russian River Valley Chardonnay 2008 $34.99 $14.99 Aug 2012 Flash Winery Size Flash Site Price 3,500 Lot18 500 The Wine Spies 500 Cellar Angels 30,000 WineShopper 2,000 Wine Woot 3,000 Wine Woot 125,000 WineShopper 4,000 Wines Til Sold Out 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 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. No. of Offers Average Flash Price Per Bottle