The Decanter Power List 2013

25 of 52
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27 David Pedrol (–)
Product director, Yesmywine.com, 32
The Chinese ec ommerce market is expected to hit 250 million people this year, and Yesmywine.com 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.