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Online helps boost Virgin Wines’ sales by 12%
Virgin Wines has reported its strongest ever Christmas trading period, with like-for-like sales growing by 12% during the six weeks ending 2 January 2016, boosted by its online shopping channels and gifting service.
Virgin Wines reported a 12% increase in like-for-like sales in the six weeks before Christmas
Perhaps unsurprisingly, Prosecco was its biggest seller in the run up to Christmas, with bottles selling at a rate of one every 30 seconds. Virgin Wines sold a total of 51,000 bottles of Prosecco in December 2015, compared to 38,000 in 2014 and 6,350 in 2012, showing total growth of 703%.
Recent investment to rebrand its online gifting service, Sendagift.com, paid off, achieving a year-on-year increase of 130%, albeit from a small base. Dubbed the “Interflora of wine” by Virgin, the site offers free next day delivery on wines, Champagnes, craft beers and spirits. Online, sales co-ordinated by Virgin Wines’ WSET-trained wine advisors increased by 21%, while the company’s corporate sales team achieved a 300% year-on-year increase.
Jay Wright, CEO, Virgin Wines said: “The 2015 Christmas trading period has been exceptional, putting us in a very good position to support our three-year growth plan. Our results highlight the strength of our unique proposition and consumers’ ever-growing confidence in buying wine online – especially during the festive season.
We’re particularly pleased with the performance of our newly revamped gifting service, Sendagift.co.uk, the strong increase of our corporate sales, and that over 30,000 new customers joined Virgin Wines at Christmas. Through a very busy period, our team has delivered outstanding levels of service. This combined with a stress-free shopping experience and interesting wine offering, has enabled us to achieve strong gross margin, ahead of budget.”
Last year the company reported net profits of £4.3 million for the year to 3 July 2015 – its first full year results since a £15.9m management buy-out of online retailer Direct Wines in November 2013.