Whose online sales are corked? The Mystery Shopper puts wine sites to the e-commerce test

James Hammersley compares the ecommerce performance of the companies in the headlines against their key competitors and benchmarks them to find the real winners & losers.

With a typically optimistic portrayal of the great British summer already on our screens, we are heading into one of the two ‘high seasons’ for wine as the gentle chatter of garden parties and smoke of barbecues float across the fences. The rise of the chatterati’s appreciation of the wine selection in the discounters, as well as the development of specialist offers from Waitrose and Tesco is putting ‘wine merchants’ under pressure.

We therefore decided to compare the online performances of five popular wine distributors in the UK: Majestic Wine, Laithwaites, Berry Brothers and Rudd, Naked Wines and The Sunday Times Wine Club.

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