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The Craft

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

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With 2023 in full swing, we looked to kick the new year off right by taking a deep dive into the latest Provi Pulse data to establish the state of beer, wine and spirits. What categories and subcategories are on the rise? What formats and case types are most popular for on- and off-premise buyers? To answer these questions, we analyzed Provi marketplace data from the last six months to date. Here’s the state of beer, wine and spirits in 2023. 

2023 Beer, Wine and Spirit Quick Takeaways: 

  • Spirits dominate nearly half of market share on Provi. Spirits are the top choice for on- and off-premise buyers, owning 46.78 percent of total market share on Provi, followed by wine (31.53 percent), beer and hard seltzer (18.54 percent) and non-alcoholic products (3.16 percent).
  • Across categories, Light Lagers, Vodka and Cabernet Sauvignon are the top-sellers. Orders for Light Lagers account for a 25.73 percent share of the beer and hard seltzers market, Vodka owns a 16.14 percent share of the spirits market, and Cabernet Sauvignon continues its reign, owning a 14.90 percent share of the wine market.
  • Pre-mixed (RTD) Cocktails, Reposado Tequila and Red Wine Blends are the fastest-growing product types. Comparing the first half of 2022 with the second half, market share for Pre-mix Cocktails increased +2.52 percent, Reposado Tequila increased +1.09 percent and Red Wine Blends increased +1.87 percent.
  • Beer, wine and spirit formats vary. In the beer and seltzer category, 12oz bottles are the most popular format ordered while 1L and 750ml bottles are most popular in the spirit and wine categories, respectively.

Provi Marketplace Percentage Breakdown Per Category


The graphs above provide the percentage breakdown across beer, wine, spirits and non-alcoholic categories in the Provi marketplace in the six months leading up to January 4, 2023. Spirits dominate nearly half of the market share on Provi and are the most ordered category for on- and off-premise buyers, owning 46.78 percent of the total market share. Spirits are followed by wine (31.53 percent), beer and hard seltzer (18.54 percent) and non-alcoholic products (3.16 percent).

Additionally, data on bottle and case formats provide insights into whether on- and off-premise buyers order more in bulk or by individual bottles. The results vary. In the beer and seltzer category, 24 cases of 12oz bottles are the most popular format ordered while 12 cases of 1L and 12 cases of 750ml bottles are most popular in the spirit and wine categories, respectively. For non-alcoholic products, which include items like energy drinks, mixers, sodas and other non-alcoholic beverages, the most popular format and case type are 24 cases of 8.4 oz cans. 

The State Of The Beer & Hard Seltzer Category

Now that we have a general overview of the market share breakdown across all categories, let’s dive into what on- and off-premise buyers are ordering in the beer and hard seltzer category. Note: the beer and hard seltzer category contain alcoholic and non-alcoholic beer, hard seltzer and spirit-based ready-to-drink (RTD) beverages. 

Top Beer & Hard Seltzer Category Styles and Brands

The graph above details the top-selling beer and hard seltzer category styles as well as the top 25 brands ordered during the time period. Light Lager leads the top-selling category style followed by IPA, Pale Lager, Mexican-Style [lager], Pre-mixed Cocktail [Spirit-based RTD], Witbier, Hard Seltzer, American Lager, Hard Seltzer/Kombucha Variety Pack and Cider. 

25 top-selling beer and hard seltzer category brand families: 

  • Anheuser-Busch
  • High Noon
  • Michelob
  • Stella Artois
  • Miller
  • Coors
  • Corona
  • Modelo
  • Blue Moon
  • White Claw
  • Breckenridge Brewery
  • Guinness
  • Heineken
  • Maplewood Brewing
  • Dos Equis
  • Goose Island
  • Cutwater Spirits
  • Samuel Adams
  • Odell Brewing Co
  • Yuengling
  • Great Divide Brewing
  • Lagunitas
  • Creature Comforts Brewing
  • 3 Floyds Brewing
  • Avery Brewing Co. 

Fastest-Growing Beer & Hard Seltzer Category Styles

The top-selling beer and hard seltzer category styles are defined by the total market share by gross merchandise value (GMV) per category in the Provi marketplace. We can decipher which subcategories and styles are surging in volume versus those which provide insight into what’s trending. The fastest-growing graph above represents these trends across the beer and hard seltzer categories. 

Pre-mixed Cocktail (spirit-based RTDs) is the fastest-growing subcategory during this timeline, followed by hard seltzer/kombucha variety pack, Oktoberfest/Marzen, Mexican Style, Non-Alcoholic Beer, Premium Lager, Cider, Winter Warmer, Mead and Stout, respectively.

The State Of The Wine Category

Results skewed toward red wine varietals in the wine category. The graph below shows the top-selling wine subcategories by market share in the Provi marketplace as well as the top 25 wine brands during this time period. 

Top Wine Category Styles and Brands


Cabernet Sauvignon, the most popular red wine varietal around the world, unsurprisingly leads the subcategories in market share. It’s followed by Chardonnay, Red Blend, Pinot Noir, Sauvignon Blanc, Pinot Gris/Grigio, Prosecco, Sparkling Wine [general], Champagne and Merlot to round out the top 10.

25 top-selling wine category brand families: 

  • La Marca
  • Barefoot
  • Sonoma-Cutrer
  • Veuve Clicquot
  • Wycliff Vineyards
  • Josh Cellars
  • Moet & Chandon
  • Canyon Road
  • Bogle Vineyards
  • Kendall-Jackson
  • Santa Margherita
  • Ecco Domani
  • J. Lohr
  • Whitehaven
  • La Crema
  • Giuliana
  • Hess Wines
  • Carlo Rossi
  • Chateau d'Esclans
  • Decoy
  • Dom Perignon
  • 19 Crimes
  • Caymus Vineyards
  • Rombauer
  • Apothic

Fastest-Growing Wine Category Styles

Top-selling doesn’t indicate what’s currently trending most. Of the wine subcategories, Red Blend is the fastest-growing style amongst on- and off-premise buyers, followed by White Blend, Champagne, Sauvignon Blanc, Montepulciano, Nebbiolo, [Other] Red Wine, Gamay, [Other] White Wine and Tempranillo. 

The State Of The Spirit Category

As we stated at the beginning of this article, the spirit category reigns supreme, owning nearly half of the market share in the Provi marketplace. Let’s look at how that breaks down across subcategories and brands. 

Top Spirit Category Styles and Brands

Across the spirits category, Plain [unflavored] Vodka leads the group. That’s closely followed by Blanco [Tequila], Bourbon Whiskey, American Whiskey, Reposado [Tequila], Fruit/Floral Liqueur, Flavored Vodka, London Dry Gin and Cognac. 

25 top-selling spirit category brand families:

  • Tito's
  • Jack Daniel's
  • Casamigos
  • Don Julio
  • Crown Royal
  • Hennessy
  • Woodford Reserve
  • Patron
  • Ketel One
  • Jameson
  • New Amsterdam
  • Hendrick's
  • The Macallan
  • Maker's Mark
  • Jose Cuervo
  • Captain Morgan
  • Bulleit
  • el Jimador
  • Smirnoff
  • Grey Goose
  • 1800 Tequila
  • Jim Beam
  • Milagro
  • Herradura
  • Johnnie Walker

Fastest-Growing Spirit Category Styles

With tequila forecast to surpass vodka as the top-selling spirit in the United States, it’s no surprise that Reposado [Tequila] is the fastest-growing spirit subcategory during this time period. Right behind it is Bourbon Whiskey, Pre-mixed Cocktail [spirit-based RTD], Mezcal, Japanese Whisky, Cream Liqueur, Brandy, Aged Rum, Scotch Whisky and Spirit Combo Pack, which includes gift sets, etc. 


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