Oddbins stages comeback in table of top 25 UK drinks websites


Brought to you by Retail Insider and Sitemorse

Oddbins was the most improved drinks retail website in the table of the Top UK drinks websites in June, according to analysis undertaken exclusively for Retail Insider by online specialist Sitemorse.

It moved up 10 places to 11th spot with a score of 3.58 out of 10 compared with 2.32 in May that prompted a fall of eight places down the table. It didn’t quite make it into the top 10 in the table this month, with the top grouping remaining pretty static.

All the top eight places remain the same as in May, with Budgens holding top spot with a score of 6.08, which equals the score it achieved last month. It is followed by Bargain Booze, The Whisky Shop and Spar (UK).

To produce the rankings Sitemorse runs automated software that page-by-page reads the first 125 pages of each website and analyses on the basis of six key criteria – function, code quality, user experience, accessibility, performance and SEO capability.

Among the movers this month Tesco climbed three places to 15th spot, which follows its ascent of four places in May. Naked Wine also achieved a modest turnaround on its fall of 19 places last month as it moved up four places this time to 21st spot. How will its new ownership by Majestic Wine (up three places to 14th spot) affect its performance?

It was a disappointing month for Waitrose that slipped one place to bottom spot with a score of only 2.14, which highlights how premium-end retailers do not necessarily operate the best performing websites.

The Sitemorse results came alongside online sales for the overall market in May growing at 10% year-on-year, according to the IMRG Capgemini e-Retail Sales Index. These figures represent a 2% increase on April.

Londis was yet again excluded from the Sitemorse testing this month because of its reliance on JavaScript.

Top UK Drinks Retail Websites – June 2015

Company Name                      +/-       Score out of 10

  • Budgens                         same               6.08
  • Bargain Booze              same                5.58
  • The Whisky Shop        same                5.20
  • Spar (UK)                     same                5.03
  • BEERMerchants.com same               4.32
  • Aldi                                same                4.30
  • Lidl                                same                3.77
  • The Drink Shop           same               3.61
  • Sainsbury’s                   +1                    3.58
  • EH Booth & Co            -1                     3.58
  • Oddbins                        +10                  3.58
  • Fortnum & Mason      -1                      3.40
  • Morrisons                     same               3.38
  • Majestic Wine             +3                    3.30
  • Tesco                             +3                    3.20
  • Selfridges                     -2                     3.20
  • Marks & Spencer        -2                     3.20
  • Asda                               -6                    3.14
  • Slurp.co.uk                   -3                    2.76
  • The Wine Society        -1                     2.70
  • Naked Wines               +4                    2.58
  • Virgin Wines                -2                    2.40
  • Laithwaites                  same               1.58
  • Sun Times Wine Club -2                   1.15
  • Waitrose Cellar            -1                    1.14


Sitemorse has been advising its clients about how to improve their web presence for more than a dozen years and its technical team have fine-tuned the Sitemorse software engine so that it is capable of doing far more than just helping find problems. The company offers true digital insight to many large and small organisations in public and private sectors, as well as publishing regular unique INDEX benchmarks