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November 2012 Data Released on 12.14.2012
 
Invino Emerges as Top Flash Site by Offers
Invino 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 2012 478
22%
5,376
51%
November 2011 392 3,572
     
 
 

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.

Flash Sites Compared For November

Flash Discounts For California Chardonnay Offered in November

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 - 2012
Winery Size US Wineries With Offer
via Flash
% Present in
Flash Channel
Large (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 - 2012
Winery 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%

Flash Methodology

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.

 
 
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