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Vente-privee.com UK site launches wine sector

Vente-privee.com, a pioneer and global leader in online flash sales has opened its wine sector to the UK site, marking a departure for the wine flash sales market in the UK, according to Xavier Court, associate and co-founder of the website. With more than 3.3 million bottles sold in 2013 (+20% vs. 2012) and a sales figure of €36 million across Europe, vente-privee.com, has greatly differentiated itself in the wine universe. In 2013, the site was classed as best wine sales website in France and second in the global ranking by internet users.

The site’s wine and spirits sector was launched in 2006 with a sale of champagne. Today, vente-privee.com in France holds three new sales of wine, champagne or spirits a week. The wine sales take the same format as vente-privee.com’s traditional flash sales. Sales last from three to five days, with a general discount of between 30%-40% on the wines available.

The wine selection process for the site is made by professional wine tasters, Alain Ronzatti (chief sommelier at the two Michelin starred restaurant Michel Rostang), Karine Valentin (director of wine for the French magazine Cuisine et Vins de France). Nicolas Smith (sommelier for The Beef Club restaurant in Paris) works for the wine selection process for France but has now taken on vente-privee.com’s UK market. The offer is very sélective – a wine that has been vetoed by one of the tasting duo will never be sold on the site.

Vente-privee.com works in close collaboration with wine estates and maintains a privileged relationship with producers. From the selection to the delivery, through to stocking conditions, all the decisions are made in accordance with the brand and with respect to the product. Vente-privee.com’s commitment to quality was further consolidated last year with the opening of a 10,000m2 warehouse in Beaune, France, which is exclusively devoted to wine logistics.

If more than 70 wine suppliers and producers rely on vente-privee.com, it is also because it offers them a unique distribution channel: their products are showcased in a high-end world that welcomes three million unique visitors per day and 20 million members across Europe. This media platform has enabled many wine producers from secluded regions in Europe to have their products seen and promoted in a high quality fashion to a vast audience.

The customer base shows that 49% of the site’s wine buyers are women, against 35% on the general online market, and the average client age is 43. Online wine buyers also spend more on wine (up to €14 more per bottle on average) than offline buyers. M-commerce plays a significant role in this sector: 29% of wine sales on vente-privee.com are made through mobile devices.

In the run-up to the lauch of the UK site, Xavier Court, talked to thedrinksreport.com about the findings of a European study that decodes the habits of those who purchase wines online: Decoding the consumer's online shopping habits.

The UK market
Over the past few months a select number of test sales were made on the UK site, which brought on average a turnover of £20,000 per sale. These very initial results show great potential for this sector on the UK site, which currently has 600 000 members. In the coming year, vente-privee.com aims to provide at least eight wine sales a month on the UK site, bringing an exciting selection of French, Italian, Spanish and German wines to the market.

Vente-privee.com founded the online sales event concept and is the global leader in the sector. Specialising in selling brand overstock since 2001, online sales are exclusive to its 18 million members in Europe. Registration to the vente-privee.com club is free and with no purchase obligation. Sales are for a limited time only (3 to 5 days) and are organised in close collaboration with over 2,500 major international brands in all product categories: ready-to-wear, fashion accessories, music, homewares, toys, sports equipment, high-tech, gastronomy…Thanks to its partnerships with brands, vente-privee.com offers irresistible discounts (50-70% off). With 1,800 employees in eight European countries, vente-privee.com generated €1.6 billion gross turnover in 2013, a 23% increase from 2012. In 2011, the website was launched in the US in partnership with American Express.