A "flash sale" is a generic term applied to limited time (typically 24 to 48 hour) sales featuring a single item, or modest number of items from a single brand or small group of brands, typically at 50%-70% off suggested retail prices. One of the most well known players in this category is Gilt Groupe, which focuses mainly on "premier fashion and luxury brands." They have been so successful that numerous competitors have emerged and the selling methodology has spread to other product categories, including wine. Recent entrants in the wine space include Cinderella Wine (from Gary Vee!), Wines 'Til Sold Out, and general merchandiser, Rue La La.
A new generic selling method
After assessing this new selling method, Vinfolio concluded that it's here to stay (with or without a recession). The combination of a limited time offer and a deep discount motivates consumers to buy before they miss the opportunity. Flash sales also help fill a need for brand owners/representatives because not only are they a useful means of managing excess inventory levels, they can be an effective way to obtain new customers who buy again at full price after trying the wine (if executed properly).
Introducing Vinfolio's fine wine-focused flash sales
As Vinfolio's focus is on fine wine, we've decided to introduce a program (see today's press release) for high-end and boutique wineries, importers, and distributors which requires that the wine offered have a list price of $60 or more with a minimum professional score of 90. We've also designed our flash sales to deliver long-term customer acquisition benefits and to leverage our full online marketing skillset (one of our key strengths). So regardless of whether a wine's list price is $60 or $260, our program delivers value for the high-end or boutique winery, importer, or distributor. If you are a member of the trade and would like to learn more, email flashsale@vinfolio.com.
Wine collectors should pay attention
For wine collectors willing to try new wines, the lower price points offered in flash sales reduce your risk of trial and stretch your wine budget farther. However, don't expect to be able to buy large quantities at discount prices or see the same wine offered repeatedly. For example, we permit flash sale partners to impose bottle limits of as little as one bottle for higher priced wine. You should also expect the producer to be given your name and email address as a form of quid pro quo for being offered a great deal (this is the norm for all wine flash sale providers). While you may opt out later, part of the reason these programs exist is to help wineries build their own direct-to-consumer channel.
Bottom line: Wine flash sales are here to stay. If you interested in fine wines which appeal to more serious collectors and enthusiasts, then sign up on on our home page for Vinfolio's wine offers (which include flash sales).
