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April 2013 Data Released on 05.15.2013Invino Offers Most Wine in AprilAs part of a special sales event, Invino posted 141 offers for wines from 96 unique wineries in April. Invino's offers pushed the monthly total to 440 and the site offered about twice as much wine as Wines Til Sold Out, which had the second highest number of offers at 72.
Flash Reseller Offers » Month 12 Months April 2013 440 -3% 5,320 8% April 2012 455 4,920
April's total offers are down compared to the monthly total from last year as Lot 18 continues to pull back from the flash sales format. Lot 18 posted 19 offers this April but had 35 last year. The company also recently unveiled its club sampler program in which it sends consumers six 50 ml samples of wine that they then rate online. Lot 18 says the ratings will be used to tailor subsequent 12-bottle shipments sent out every three months to fit consumers' preferences.
Special Offers Led to Price Spike
Since WinesVinesDATA began tracking offers in 2011, prices have stayed relatively constant aside from dips around the start of the year and a sharp increase during the summer of 2012 (as seen in the graph below). The average retail and flash prices of all offers by the leading websites tended to dip in late winter in 2011, 2012 and this year.
The highest prices in the past 28 months came in June and July of 2012 when Invino posted several special offers of older vintage Napa Valley wines such as a 2001 Harlan Estate for $749, a 1988 Shafer Vineyards for $250 and a 1996 Dominus for $212. The high-priced wines pushed the average retail price to nearly $60 and the average flash price rose to its highest level of around $37. Aside from this increase in the average prices, the flash discount stayed relatively constant at 40%.
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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