|Wine Industry Metrics||Please select:||METRICS EMAIL SIGN UP|
March 2016 Data Released on 04.15.2016Small Increase in Flash OffersA four-month trend of dropping flash offers for domestic wines came to an end in March with a tiny increase. The total number of offers came to 467, which is just six offers more than the total in March 2015. The 1% increase in flash offers is the first positive year-to-year growth for flash offers since October 2015.
Flash Reseller Offers » Month 12 Months March 2016 467 1% 6,540 5% March 2015 461 6,224
The 12-month total of offers continued to increase during that slump in offers, and overall the flash channel remains quite active. In the past 12 months, most of the major websites offered more wines than during the same period two years ago. Those websites that didn’t record a large increase in offers maintained about the same number of offers.
The types of wines being offered through flash websites has changed somewhat. The last time Wines Vines Analytics looked at the diversity of offers by wine type for the major resellers was in March 2013. Wine Woot had the most diverse mix of wines back then and the website still did in the past 12 months. The website offered the smallest number of Cabernet Sauvignon wines, and nearly 37% of all its offers were for wines made with “other varieties” of grapes such as Grenache, Barbera and Alicante Bouschet.
Cabernet Sauvignon is still the most common wine offered by flash resellers, but its dominance has slipped somewhat as resellers offer more Pinot Noir, red blends and other types of wines. Invino, which accounted for the most offers in the past 12 months and 2013, offered less Cabernets this year and more wines from the “other varieties.” Cabernet’s share of Last Call Wines dropped from 31% in 2013 to 23% in the past 12 months.
The varietal’s success in off-premise and DtC sales, however, indicates it's quite possible that flash websites may not be getting as much Cabernet wine now as they did a few years ago when the wine industry was still recovering from the Recession.
Wines Vines Analytics’ research team captures flash offer details for hundreds of domestic wine offers each week. The team monitors offers presented through 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, Wines Vines Analytics monitors the site closely, 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 of pricing, winery size and wine types.
Related Articles:03.02.2016Wine Communications Group and BW166 Acquire Gomberg, Fredrikson & Associates PublicationsDeal to strengthen Wines & Vines' influential industry data and analysis11.13.2015Surging Sales for Red Blend WinesRed blends overtake Merlot; all other industry metrics stay positive10.27.2015Online Wine Sales Have Room to GrowOther countries outpace United States for selling wine on the web04.15.2015Metrics Show Healthy U.S. Wine IndustryDtC shipments and winery hiring activity grow rapidly in March04.03.2015What's the Return on Winery Social Media?Social media is a requisite for a successful brand, but the ROI is still elusive