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August 2013 Data Released on 09.13.2013Flash Offers Drop to 2011 LevelThe 16% decrease in flash offers from last year continues a trend of declining offers that began in January but had abated somewhat in July. Wines Til Sold Out and Last Call Wines offered the most domestic wines in August with 59 and 58 offers respectively.
Flash Reseller Offers » Month 12 Months August 2013 366 -16% 5,088 -2% August 2012 438 5,204
Most Offers for California Cabernet Less Than $40
Just as Cabernet Sauvignon is popular in the off-premise and direct-to-consumer segments, the varietal represents a quarter of all wines offered by flash websites in the past 12 months. Of the 5,088 total offers for domestic wines, 1,246 were for Cabernet Sauvignon and almost all (93%) of these wines were from wineries in California. Napa County wineries accounted for 60% of the California Cabernets and 25% were from Sonoma County. While Washington state wineries may be garnering a reputation for well-made Cabernets, flash sites only offered 39 Washington Cabernets in the past 12 months.
By winery retail price the offers were almost equally divided around the $50 mark. Flash sites offered 660 wines with a retail price of less than $49, and 580 with a retail price of $50 or more.
However, when looking at offers by flash price, 1,019, or 82%, of the Cabernet wines had a price of less than $50 and 492 were offered for less than $20 with an average price of $16. The average flash price in the $20 to $49 range was $33.
High priced Napa Valley Cabernets from such wineries as Far Niente Winery, Diamond Creek Vineyards and Heitz Wine Cellars accounted for nearly all of the 49 flash offers priced over $100. The most expensive flash offer recorded by Wines Vines Analytics in the past 12 months was by Invino for a bottle of 2007 Dana Estates Napa Valley Cabernet at 0% discount for $780.
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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