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October offers total reverses decline.

Flash resellers made 25 more offers in October than in the previous year, ending a four-month trend of dropping offer counts, but the 12-month total was 7% less than the same period ending October 2015.

Wines Til Sold Out (WTSO) ran a one-day "stock up" sale in which it offered a new wine every 15 minutes. The wines were a mix of imports and domestics, and the website's 78 offers was the second highest in October.

Nearly all (or 32 out of 33) of Lot18's offers for domestic wines were for the company's in-house brands. The flash reseller now operates a bonded winery, TR Wines, at a large custom-crush operation in Napa Valley. Lot18 has been offering its own wines under a variety of different brand names since Wines Vines Analytics first started tracking offers in 2011. Those brands have begun to account for a larger share of the websites' offers, and that could be a result of the overall number of offers on the decline.

Wines Vines Analytics focused on red blends this month, and the wine type continues to be popular. As the number of offers by flash resellers has fallen overall, the share of total offers for red blends has increased from 13% in 2014 to 15% in the past 12 months.

Since 2012 the number of red blend offers has grown 45% from 650 to 943. The growth in red blends only slowed from 2015 to this year as all offers declined. Sixty-five percent of all the red blends offered by flash resellers in the past 12 months had a flash price between $11 and $29. Invino offered the most red blends, 169 or 18% of all those offered in the past 12 months.

Caption: FLASH OFFERS BY WINE TYPE

October Offers Total Reverses Decline

Flash Reseller Offers

MONTH

October 2016     466    6% [up arrow]
October 2015     441

12 MONTHS

October 2016    6,396   -7% [down arrow]
October 2015    6,855

FLASH SITES COMPARED FOR OCTOBER

                                  Average
                      Number of    Flash
                      Domestic     Price    Average
Flash Reseller         Offers     (750ml)   Discount   Pageviews *

Cinderella Wine          16       $36.93      40%          24,000
Invino                   50       $45.20      46%         131,000
Last Bottle Wines        10       $45.90      46%         249,000
Last Call Wines          99       $58.49      47%          13,000
Lot 18                   33       $22.97      20%         134,000
The Wine Spies           34       $52.66      40%          58,000
Wine Woot                44       $30.89      51%       1,408,000
WineAccess               18       $55.78      35%         293,000
Wines Til Sold Out       78       $47.52      55%       1,099,000
Wired For Wine           19       $87.89      20%          15,000

Source: Wines Vines Analytics, winesandvines.com/flash.
Domestic wine offers only.

* Source: Desktop pageviews from Compete.com, October 2016.

FLASH DISCOUNTS FOR A SAMPLE OF RED BLENDS OFFERED IN
OCTOBER

Discount    Winery                    Region/Vineyard

22%         Robert Foley Vineyards    Napa Valley
27%         Joseph Phelps Vineyards   Napa Valley
32%         Hook & Ladder Winery      Russian River Valley
43%         Spring Valley Vineyard    Walla Walla
53%         Vellum Wine Craft         Suisun Valley
55%         Maryhill Winery           Columbia Valley
67%         Westerly Vineyards        Santa Barbara -
                                      Happy Canyon

            Winery             Winery     Flash
Discount    State    Vintage   Retail     Price

22%         CA       2013      $159.97   $124.97
27%         CA       2013      $274.99   $199.99
32%         CA       2013       $22.00    $14.99
43%         WA       2013       $74.99    $42.99
53%         CA       2013       $85.00    $39.99
55%         WA       2013       $22.00    $10.00
67%         CA       2010       $75.00    $24.99

            Winery Size
Discount       (Cases)    Flash Reseller

22%              8,000    Wired For Wine
27%             81,000    Last Call Wines
32%             25,000    Invino
43%             25,000    Last Call Wines
53%              1,500    Wine Spies
55%             75,000    Wine Woot
67%              6,000    Wines Til Sold Out


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Title Annotation:METRICS: The Flash Report
Comment:October offers total reverses decline.(METRICS: The Flash Report)
Author:Adams, Andrew
Publication:Wines & Vines
Date:Dec 1, 2016
Words:619
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