Top Five Online Wine “Flash” Sellers

Over the last several years, several online wine retailers have launched flash sale sites—It seems as though each of these sites operate in a similar manner, where they sell one wine at a time at a discount until (ostensibly), they sell out of the wine.

As much as it pains me to admit it, it does seem that the flash site idea originated in the Commonwealth of Pennsylvania, perhaps the state that is the most hostile to the wine consumer. Several years ago, Jonathan Newman (with whom, coincidentally, I share an alma mater), who was Chairman of the PLCB, started the “Chairman’s Selection” Program. The PLCB is the second largest purchaser of wine in the world (it only trails the Province of Ontario), and Mr. Newman would approach wineries with the PLCB’s fat checkbook and buy out entire vintages of wines at a deep discount, passing on the savings to the grateful citizens of the Commonwealth (that was typed with more than an ounce of sarcasm since while the Chairman’s Selection program is “good”, the rest of the PLCB is atrocious).

A few years later, in early 2007, Mr. Newman was forced out of the PLCB (the “Chairmanship” has become a political patronage position, it seems), and shortly thereafter he joined forces with the folks over at the recently formed Wines Til Sold Out (WTSO), the original flash site, which seems to operate under the same model as the Chairman’s Selection program.

Now, it seems, all the online flash sites seem to follow the same “recipe” which goes something like this (at least this is what I have been able to piece together through various conversations):

  1. Either the winery approaches the store (or vice versa), looking to sell some wine that the winery has not been able to sell as quickly as they would like.
  2. They agree on a price that would enable the retailer to sell the wine at well below retail.
  3. The retailer buys all (or most) of the remaining stock.
  4. They then offer it on their site at a price that is very attractive to the consumer (usually between 20-60% off retail).
  5. So a wine that the winery was selling for, say, $30 in their tasting room, they sell to the online flash seller for perhaps $10, and it is then sold for $15-20 online.
  6. Shipping is usually free as long as you meet the minimum number of bottles (usually 3-6).

The first question I had: Why would a winery do this? Well, there are several reasons, but getting an infusion of cash has to be near the top. They are also clearing out some inventory which was not moving for whatever reason. A new harvest could be coming in and they need the space or need to buy glass for the wine that is ready to be bottled, or just need to make payroll.

At first I thought that the on-line retailers were preying on the wineries, particularly the smaller ones, who, in a desperate need of cash, would sell their wine far below market value. Recently, I have changed my opinion as it seems like everyone benefits from this model: the wineries get cash, the online retailer gets profits, and the consumer gets a good deal.

There are several of these sites out there now, and here are my top five:

logo3Wines Til Sold Out (WTSO)The Skinny: Perhaps the original (and likely the largest), WTSO posts a new wine several times a day from a nice variety of regions. Location: New Jersey (that’s on the East Coast in case you were wondering). Kudos: WTSO perhaps sets the standard for customer service–if there is ever a problem with the wine they will take care of it to your complete satisfaction. Caveat: WTSO also has a semi-secret “Platinum Deal” which runs concurrently with the “normal” deal. Frankly, I have not seen much difference between the two, but that might just be me.

imagesLast BottleThe Skinny: Similar business model to WTSO, but Last Bottle does not have the same product turnover on its site (Last Bottle might have 2-3 different wines a day). Location: Napa Valley—which is why, perhaps, that Last Bottle seems to have more California wines. Kudos: Last Bottle has great customer service as well and they also offer a referral credit (if you make a purchase using the links on this site to sign up, I get a $20 credit, which is better than a sharp stick in the eye!). Caveat: Last Bottle still uses styrofoam to ship the wine–boo!

More Kudos: Both WTSO and Last Bottle have periodic “marathons” where they go through 20-40 different offers a day.

images2WineShopperThe Skinny: WineShopper is an outlet of sorts of, which promotes itself as the No. 1 online wine retailer. The model is different from WTSO or Last Bottle in that there are usually a half-dozen or so wines for sale at a time. Free shipping on orders over $99. Location: San Francisco. Kudos: You are not required to buy a minimum number of bottles for free shipping and you can mix your order (e.g., 2 bottles of this, one of that, three of a third). WineShopper offers a $25 referral credit (click on the hyper-link and make a purchase and I get the $25). Caveat: While many of the wines offered are great bargains, I might be spoiled (or easily manipulated) but some of the “deals” on WineShopper are less than exciting (I do not consider 12% off to be that much of a “deal”).

Last CallLast Call WinesThe Skinny: Seems to be a combination of the two different business models—Last Call has a single bottle up on the site at a time, but you can add other wines that are still “in stock” to your order. Free shipping is obtained when you order at least four bottles. Location: New Jersey. Kudos: Last Call lets you know how many bottles of each wine are left, and it is nice to have a second crack at wines you may have missed.  Caveat: The website can be painfully slow at times and weeding through the other “still available” wines can be tedious since they do not remove the wines from the list that are sold out.

As you may have noticed, that is only four and I said five. Well, these are the best and in my opinion, there is a drop-off after these four. CinderellaWine (the flash site for Wine Library of Gary Vaynerchuk fame) used to have decent deals, but recently I have been less impressed. Garragiste I have never used, but it seems as though they have interesting wines, but they tend not to be much of a “deal”. WineAccess has a graduated savings system (the more you buy, the larger the discount), but since the wine comes directly from the winery, the customer service varies considerably (and, frankly, the writing on their daily emails is so over-the-top that I refuse to even read it—sorry, I have had Chad wine, and it is just OK).

Note: I received no compensation for this article (other than the potential referral credits). Also, getting wine shipped to you from these sites is actually illegal in Pennsylvania. Yes, illegal. So all of my experience with these sites have happened in a place where it is not a crime to order wine. Places like Iraq. Or Afghanistan. Or Cleveland.


About the drunken cyclist

I have been an occasional cycling tour guide in Europe for the past 20 years, visiting most of the wine regions of France. Through this "job" I developed a love for wine and the stories that often accompany the pulling of a cork. I live in Houston with my lovely wife and two wonderful sons.
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20 Responses to Top Five Online Wine “Flash” Sellers

  1. talkavino says:

    Cinderella wines used to be one of the originals too – they started in about the same time as WTSO, and I used to track both – but I don’t think I ever bought from Cinderella – their minimums were always higher than WTSO, and the wines typically more expensive…


  2. vinoinlove says:

    It’s illegal to order wine in Pennsylvania? That’s so strange! Buying wine online is extremely popular in Germany but I personally rarely do it. I like to spend hours in an Enoteca before I choose the wines I buy 🙂


    • Yes, technically, you are only legally allowed to purchase wine and spirits from the state-run stores. You are only allowed to buy beer (and you have to buy it by the case) from state designated sellers. You can’t buy beer and wine in the same place and buying wine out of state and bringing it across the border is also illegal.

      Fun times for wine lovers in PA….


  3. I’ve always been intrigued that you live in Pennsylvania as a wine blogger, where the alcohol laws are so strict! I can only assume you or your wife’s occupations prevent you from moving? Or perhaps other family in the area that need you around? Not to pry, just curious. 🙂


  4. aFrankAngle says:

    I go in spurts watching WTSO, but glad to know about the others along with your take. So far, I’ve avoided email notifications for WTSO, after all, I have enough wine in stock … well, in a relative sense 😉 … Great post.


  5. Excellent – I appreciate the links. It shall make National Drink Wine Day even better around here!


  6. WTSO was always my favorite but they no longer ship to AZ.


  7. Excellent and helpful article, young Cyclist. I was just looking to update my list of Flash sites for my draft of the book (almost done!) and here you were — a trustworthy source!

    As an aside, when I was at the Big, Hulking Winery we looked into using these sites as alternatives to Costco, cruise ships, and airlines as “dumping grounds” for stuff we couldn’t sell from the vintage. If you see big brands appear on these sites, sometimes it’s because they made way more than they could sell (and often there’s a reason — it’s plonk!).

    Stay in touch, pal.


    • Yeah, I always proceed with caution and check out the wine as much as I can before I pull the trigger. The model for the flash site was more or less designed by Jonathan Newman, the former chair of the Pennsylvania Liquor Control Board, and now heavily involved with Wines Til Sold Out. The state is full of cheap off vintages and plonk.


  8. Alvin says:

    The wtso class action suit is interesting.

    Liked by 1 person

  9. Ellen says:

    There are a number of places which offers you good online wine auctions, some of these include Vivino, CellarBid, WineBid, and Wine Auctioneer. These sites offers you wide range of wine options on which you can bid on. I recently bought a wine using Vivino, and got the best price for Chappellet Cabernet Sauvignon (Signature) 2015, I got the bottle for $59.99, moreover the site also gives you access to their How to Buy Wine Online guide, which does not only keeps you updated regarding the latest auctions, but it also gives you access to wine flash sales and premium wine clubs.


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