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October 2015 Data Released on 11.13.2015Flash Offers Stay on the RiseGrowth in the number of offers by flash wine resellers remained positive in October with the websites making 441 offers for domestic wines. The monthly total is 7% higher than last year and raises the 12-month total by 13%.
Flash Reseller Offers » Month 12 Months October 2015 441 7% 6,855 13% October 2014 414 6,089
Just as red blends are enjoying strong sales in the off-premise and direct-to-consumer channels, they are a popular offer on flash websites. The sites made 53 offers for red blend wines in October.
Including Meritage, Claret, GSM and other label designations for red blends, Wines Vines Analytics tracked 951 offers for the wine type in the past 12 months through October. This year’s total offers for red blends is 46% more than the total during the same period ending October 2012. As offers overall grew, the share of total offers by red blends increased from 12% in 2012 to 14% in 2015.
Red blends now have the third largest share of all offers behind Cabernet Sauvignon, which accounts for a quarter and Pinot Noir that stands at 19%. Most of the red blends offered by flash websites are from California.
As the number of red blends offered by flash websites grows, the offers for other varietals drop or stay the same. From 2012 to this year, Syrah offers fell from 6% to just 2% of all offers and Merlot slipped from 4% to 3%. Cabernet Sauvignon's dominance also declined slightly with the rise of red blends. In 2012, Cab's share was 27% and now it is 25%.
Flash websites offered the majority of red blends or between $11 and $29, which reflects an average retail price of between $36 to $73 based on a typical flash discount of 30% to 40%. Most of the higher priced red blends are from Napa Valley and include iconic brands such as Opus One and Joseph Phelps’ Insignia.
Wines Vines Analytics’ research team captures flash offer details on hundreds of domestic wine offers each week. The team monitors offers presented on 17 flash reseller sites every day of the year. Each offer is reviewed and tied to the source winery and the specific details are recorded in a database of flash offers.
When flash websites hold special events with a high number of offers, the team monitors the website closely, with multiple site visits within each hour, often capturing a new offer every few minutes. At the close of each month, the offers are reviewed for accuracy, and the findings are reported by Wines & Vines' editorial staff for the current month along with time-series comparisons on pricing, winery size and wine types.