UK, Wine search on platforms is increasing

The global boom in wine eCommerce appears to be slowing, new data from Wine-searcher has revealed, with the number of people searching for wine online slowing down following a surge earlier in the year.

The data shows that global searches for wine on the wine platform has slowed down in recent weeks, down from 45% year-on-year in June, to around 17% in July (compared to the previous year). Spirits also fell, from around 111% in April and 57% in June year-on-year to around 7%.

China saw the largest falls, with searches for wine down 26% in the last two weeks of July, 24% for spirits and 38% for beer – a similar trend was born out by sales, with the rate of click-through falling by around 53% for wine in the same two week period, compared to the previous year, by far the biggest fall in the main wine markets. Overall, the click-through rate, in which people bought wine online, rather than merely looking at it, increased by around 6% globally in the last two weeks of July.

We have analyzed white & sparkling wines listed in the wine shops of London, UK.

1. Bollinger
2. Louis Roederer
3. Dom Perignon
4. Krug
5. Laurent-Perrier

6. Taittinger
7. Moet & Chandon
8. Ruinart
9. Veuve Clicquot
10. Cloudy Bay

11. Pol Roger
12. Domaine Leflaive
13. Nyetimber
14. Perrier-Jouet
15. Albert Bichot

In the UK, this figure was up 20%, reflecting the healthy increase in wine searches, up 25% in both wine and spirits, compared to the same period in 2019, while beer searches rose 47%. Bourbon stood out, with searches up 47%.

1. Champagne
2. Chablis
3. Prosecco
4. Marlborough
5. Pouilly-Fumé

6. Sancerre
7. Chablis Premier Cru
8. Rioja
9. Pouilly-Fuissé
10. Alsace Gewürztraminer

11. Pays d’Oc IGP
12. Rias Baixas
13. Western Cape
14. Sauternes
15. Cava

By contrast, wine performance flattened in North American, with searches for wine up only 10% across the market, with 9% in the US, led by red wine and click through of only 5%. Spirit searches were more buoyant however, rising 25% year on year, again with Bourbon in front, mirrored by strong sales, with click throughs of 24%, led by whiskey, tequila and gin. Despite beer searches int the US falling 12%, sale leads rose, up 27%.