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November 2012 Data Released on 12.14.2012Invino Emerges as Top Flash Site by OffersInvino has grabbed the lead from Lot 18 and Wines Til Sold Out (WTSO) in the flash market. From January to November of 2011, Lot 18 and WTSO accounted for the most wine offers with 676 and 678 respectively while Invino posted 522 offers. For the same period this year, Invino offered 1,057 wines, WTSO stayed constant at 682 but Lot 18's total offers had slipped to 414. The overall total of flash offers from January to November in 2012 was 4,813, which is an increase of 42% over 2011.
Flash Reseller Offers » Month 12 Months November 2011 392 3,572 November 2012 478 5,376 Since WinesVinesDATA began tracking the channel in January 2011 the number of offers has steadily grown with Invino, WTSO, Last Call Wines and Lot 18 at the front of the pack. The four sites accounted for 62% of the 8,734 offers made in the past 23 months. During the same period, the average winery retail price for wine was $46.84 and the average flash price was $28.45.
On Dec. 13, Lot 18 announced its chief marketing officer, Jay Sung, had been promoted to chief executive officer. The firm's former CEO, Olly Garland, also moved from an advisory role to take a seat on the board of directors, according to a statement released by Lot 18.
The following analysis is repeated from the Metrics Wineries page.
Our research shows that over 1,300 US wineries presented offers via Flash Resellers over the past 2 years. We track 1,005 unique wineries with offers so far in 2012; up slightly from 960 wineries participating in this channel in 2011.
Confirming the largest wineries cultivate every channel, we note a strong majority of Large wineries have entered this channel so far. Medium size wineries are also turning to Flash Resellers.
U.S. Producers Using Flash Channel
By Winery Size
2011 - 2012Winery Size US Wineries With Offer
via Flash% Present in
Flash ChannelLarge (500,000+) 49 32 65% Medium (50,000 - 499,000) 239 136 57% Small (5,000 - 49,000) 1,372 442 32% Very Small (1,000 - 5000) 3,018 474 16% Limited Production (< 1000) 2,757 268 10% All Wineries 7,435 1352 18% Flash channel participants include producers across the pricing spectrum, but wineries with higher bottle prices are more active. 37% of wineries with average bottle price at or above $50 are using this channel.
U.S. Producers Using Flash Channel
By Winery Average Bottle Price
2011 - 2012Winery Average Bottle Price US Wineries With Offer
via Flash% Present in
Flash Channel$ 50 and over 642 238 37% $ 30 - 49.99 1469 549 37% $ 20 - 29.99 2328 380 16% $ 1 - 19.99 2996 185 6% All Wineries 7,435 1352 18%
Related Articles:02.01.2013Wineries Continue to Enter Flash Market
01.01.2013Invino Emerges as Top Flash Site by Offers
01.01.2013The Future of Flash
As the wine industry emerges from recession, online retailers stay bullish
11.01.2012Wine Woot Driven by Fans and Critics
Early player in the flash market looks to stand out through online interaction
11.01.2012Robust Market for Red Blends, Syrah Stagnant
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