The Decanter Power List 2013

25 of 52

27 David Pedrol (–)
Product director,, 32
The Chinese ec ommerce market is expected to hit 250 million people this year, and has six million of them, over a third female, which ties in with the national demographic for online shopping but differs vastly from the wine demographic, which remains 90% male. Set up in 2008, the website sells an average of 20,000 bottles a day, dwarfing its rivals. It’s not intending to get bigger, Penedès-born Pedrol says, instead focusing on selling better wines (the average bottle spend is €10; not much, factoring in China’s 48% tax) and upping repeat orders. Website content is key: wines feature detailed information, sourced through a joint venture with US magazine Wine Enthusiast. Yesmywine seems healthy, though there’s talk that a re-finance deal may be in the offing as venture capital backers become jumpy.