The Craft

The ultimate resource for alcohol beverage news, trends and reports for bars, distributors and suppliers.

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The brands and products that conscious consumers purchase today are more aligned with consumers’ ethos and politics than ever before. That’s because what’s behind the product must adhere to factors that conscious consumers see as an important part of their purchasing decision. This includes socioeconomic factors like how a product is produced, down to the workplace quality for the laborers who produce it. In the modern age, traceability and transparency are essential for a business to be successful — and they should be. Factors like better working conditions for producers and more sustainable, eco-friendly production methods create a better, healthier world — not to mention the added bonus of greater brand affinity and customer loyalty. And in the beverage alcohol industry, it’s no different.


Get the latest Provi Pulse Data on the Rise of the Conscious Consumer


Sustainability is a Top Factor in Deciding to Purchase a Product

Today, sustainability is at the forefront of the conscious consumer’s purchase decision. In fact, recent research from IWSR shows that nearly half of alcohol consumers say sustainability practices influence whether they buy from a company or not. The rise in natural and biodynamic wine is one example of how an entire industry has responded to consumer demand for more natural and sustainable products. Many brands in the beer and spirits industry are also leading sustainable efforts. Anheuser-Busch achieved its 2025 target ahead of schedule to brew its domestic portfolio with 100% renewable electricity from solar and wind power, Bruichladdich plans to be 100% decarbonized by 2025 using tidal energy and other green energy sources, and Reyka Vodka runs entirely on geothermal energy produced by surrounding volcanoes.

With the list of sustainable brands and products increasing, let’s take a look at some of the fastest-growing sustainable-practicing brands from the latest Provi Pulse report that on- and off-premise buyers can stock their shelves with this year.

Fastest-Growing Sustainable Products to Stock On Your Shelves


MERFMERF Cabernet Sauvignon

MERF Cabernet Sauvignon is a beautifully balanced, soft and approachable red wine with flavors of blackberry, cherry, chocolate and subtle spice notes and is best enjoyed around a fire pit with friends. 

Origin: Columbia Valley, Washington

Raw Materials: Cabernet Sauvignon

ABV: 14.5%

Shop MERF Cabernet Sauvignon on Provi

14 Hands14 Hands Winery Chardonnay

This lighter-style Chardonnay begins with bright aromas of sweet lime and pears with a touch of baking spice. It contains refined fruit flavors that are accentuated by ample acidity that gives way to subtle hints of butter, caramel and vanilla. 14 Hands Winery Chardonnay pairs well with dishes like chicken Kyiv, lemon pepper salmon and seafood alfredo.

Origin: Columbia Valley, Washington

Raw Materials: Chardonnay

ABV: 13.5%

Shop 14 Hands Winery Chardonnay on Provi

GrothGroth Napa Valley Sauvignon Blanc

Groth Napa Valley Sauvignon Blanc is bright pale straw in color with lively aromas of fresh apricot, tangerine, mango and freshly zested lime. On the palate, mouthwatering acidity mixes with flavors of fresh-cut melon, lemon and more tropical mango with a lime and grapefruit finish — a quaffable wine for any occasion. 

Origin: North Coast, Napa Valley, California

Raw Materials: Sauvignon Blanc

ABV: 14.2%

Shop Groth Napa Valley Sauvignon Blanc on Provi



Voodoo RangerNew Belgium Voodoo Ranger Imperial IPA

Voodoo Ranger Imperial IPA is a rare blend of choice hops that creates an explosion of fresh-cut pine and citrus flavors for a complex, rich and delicious flavor.

Origin: Colorado, USA

ABV: 9%

IBUs: 70

Shop New Belgium Voodoo Ranger Imperial IPA on Provi

SeaQuench AleDogfish Head SeaQuench Ale

A thirst-quenching beer from legendary craft brewery, Dogfish Head, SeaQuench Ale is a session sour mash-up of a crisp Kölsch, a salty Gose and a tart Berliner Weiss brewed in sequence with black limes, sour lime juice and sea salt. It’s a match made in heaven for tart citrus lovers. 

Origin: Delaware, USA

ABV: 4.9%

IBUs: 10

Shop Dogfish Head SeaQuench Ale on Provi

Jai AlaiCigar City Jai Alai

Native to Tampa, Florida, Jai Alai IPA is a bold, citrusy and balanced India Pale Ale that involves six different hop varietals. Jai Alai is an homage to the sport and the dedicated players and patrons who keep this Florida tradition alive and contains notes of orange peel, clementine and light caramel.

Origin: Florida, USA

ABV: 7.5%

IBUs: 65

Shop Cigar City Jai Alai on Provi


Ocho PlatoTequila Ocho Plata

Tequila Ocho Plata is a lively un-aged tequila from Jalisco and honors the noble agaves of Arandas and the Camarena “Ranchos” through intense and clean agave flavors, made from 100% Blue Agave. 

Origin: Jalisco, Mexico

ABV: 40%

Raw Materials: Blue Weber Agave

Tasting Notes: Cooked agave, black pepper, mint and tropical fruit with hints of earth

Shop Tequila Ocho Plata on Provi

FEW BourbonFEW Spirits Bourbon Whiskey

Distilled using timeless techniques, FEW Spirits Bourbon Whiskey utilizes a three-grain recipe that infuses generations of Southern tradition with the spiciness of northern rye and a touch of malt for rounded smoothness. FEW is hand-crafted through a small-batch process and uses charred oak barrels to age its bourbon whiskey.

Origin: Illinois, USA

ABV: 46.5%

Raw Materials: Corn, Rye

Tasting Notes: Sweet with notes of toffee and caramel alongside spicy baking spice notes of cardamom and cloves.

Shop FEW Spirits Bourbon Whiskey on Provi

Macallan 15The Macallan Double Cask 15 Year Old

The Macallan Double Cask 15 Year Old is a balanced single malt whisky crafted by the harmonious aging of two different oaks, which results in one exceptional single malt whisky. Sherry seasoned American oak adds delicate vanilla to the subtle spice of European oak, delivering a whisky with a sweeter, warmer taste and character.

Origin: Highland, Scotland

ABV: 43%

Tasting Notes: Cinnamon, clove, dried fruits, raisin, apple crumble and oak spice

Shop The Macallan Double Cask 15 Year Old on Provi

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