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March 2014 Data Released on 04.14.2014Spike in Flash OffersFlash offers for U.S. wines in March rose 22% over the previous month and came in 26% higher than the same period in 2013. Invino's 132 offers led all other sites, and about 50 of those offers came during a special event March 19.
Flash Reseller Offers » Month 12 Months March 2014 498 26% 5,687 7% March 2013 396 5,335
Each month Wines Vines Analytics tracks the number of offers for domestic wines by flash sites as well as how many unique wineries have wines available through the sites. Looking at the past 12 months of offer and winery data, websites with a higher number of offers often had multiple offers from the same wineries.
Invino, which makes several offers per day, had the highest number of offers in the past 12 months (1,404), as well as the highest number of unique wineries (356). Yet 75% of those wineries accounted for more than one offer; the same was true of Wines Til Sold Out. On WTSO, which can make multiple offers per day, 84% of the unique wineries with offers through the site had more than one offer. Last Call Wines had more offers (871) and a higher number of unique wineries (142), but the same percentage of wineries with more than one offer.
A higher volume of offers would generally mean more winery variety, but the high percentage of multiple offers from the same wineries suggests some redundancy.
Websites with a far lower rate of offers—those often just offering one wine per day—also had a lower rate of selling multiple wines from the same wineries. In the past 12 months Last Bottle Wines made 193 offers for domestic wines from 119 wineries, of which only 39% had multiple offers. The Wine Spies had 324 offers, and half of its 162 unique wineries accounted for more than one offer.
Flash Sites Compared
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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