According to the Global Wine Spirits report, global online wine sales exceeded USD 5 billion in 2012 and continue to grow at about 30% per year. Nonetheless, the majority of consumers still buy their wine through traditional channels. It is worthy to remember that online sales account for less than 5% of all wine sales made worldwide.
Likewise, of all the countries in the world, Britain leads the online wine shopping with more than 11% of all retail wine sales made through the Internet.
Online sales have also risen sharply in recent years in Germany and Europe, where consumers buy 8 to 10% of their wines online, compared to 2% in the United States. However, the report points out that this percentage will increase every year.
As the Global Wine Spirits report reveals, today, there are different ways to buy wine according to consumers and what they are looking for:
Flash Sales, Discounts, and Auctions Sites: 25% of all online wine sales are made through these types of sites in which retailers offer a limited amount of discounted wines, often sold at 40 or 50% off the regular price for a limited time.
Personalized sites: They are sites that focus on and offer an impressive selection of fine and prestige wines. This is the case of JJ Buckley Fine Wines ou Vinfolio, They send daily offerings to their customers.
Bricks & Mortar sites: That is to say, traditional stores that offer consumers the ability to purchase online. This is the case of Nicolas stores in France or Sherry-Lehmann’s or Zachys Wine & Liquor in the United States. Note that these days; most of the major “Bricks & Mortar” retailers are active online.
Wine Clubs: There is also an array of wine clubs in which members can buy online. Laithwaites Wine Club, Wine of the Month Club, WSJ Wine Club are among the most widely known clubs in the U.S. Wine clubs are also used by wineries that make DTC sales (Direct to consumer), enabling them to achieve better profit margins.