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March 2017 Data Released on 04.13.2017Slight Increase in Flash OffersAs offer activity by the major flash websites continues to stay steady, total offers for domestic wines rose 3% over the same period last year. Last Call Wines led all other websites by making 96 offers for domestic wines in March as the website roars back from a months-long hiatus to ensure the company was compliant with laws regulating wine shipments. Last Call Wines' absence is one of the main reasons why the 12-month total is still lower than the previous year.
Flash Reseller Offers » Month 12 Months March 2017 482 3% 6,341 -3% March 2016 467 6,540
Last Call Wines also had the highest average discount of the major flash websites at 51%. The lowest average discount was 17% on the wines offered by Lot 18. The company, which was one of the first to offer flash discounts on the web, is offering fewer wines each month and many of those are brands developed by Lot 18 itself. The $20 average retail price of the wines offered by Lot 18 is also the lowest of the other top websites.
Wines Vines Analytics focused on the Pacific Northwest this month, and the total offers for wines from Oregon and Washington have fallen in the past 12 months ending in March 2017. Compared to the same 12-month period a year ago, offers for Northwest wines dropped by 14%. Flash websites offered 242 Oregon wines and 238 Washington wines this year.
The offers for Oregonian wines were dominated by Pinot Noir with the varietal accounting for 69% of the state’s offers. Washington had a more diverse mix of wines but Cabernet Sauvignon and red blends had the highest shares at 32% and 31% respectively.
Flash websites offered more wines from Washington at higher prices. In the past 12 months, there were 68 wines offered from Washington for more than $30 while during the same period flash websites only made 28 offers for wines from Oregon at similar prices.
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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