The Latest Trends in Beverage Alcohol
Provi Pulse provides beverage distributors, suppliers and on- and off-premise retailers with an incredibly and unique look into the trends and overall state of the beer, wine and spirits industry.
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Rosé - The Essence of Summer
Summer can be encapsulated in one product: Rosé. Although it can (and should) be drunk year round, Rosé expectedly sees an uptick in consumer demand as the mercury climbs. To celebrate the “essence of summer,” let’s look at how the subcategory is trending in Provi’s marketplace. Analyzing marketplace data from April 2023 - June 12th, 2023:
Wine —and Rosé, in particular — is trending up. The Wine category is experiencing the largest market share growth across categories, increasing by 0.56% in this period. Rosé is trending faster than any other wine subcategory in the category, growing 1.25%.
Fastest-Growing Rosé Subcategories
Of the top-five fastest-growing wine types, three are Rosé. They include the fastest-growing, Rosé Blend (+0.94%), followed by Provence Rosé (+0.58%) and Sparkling Rosé (+0.39%) taking the fourth spot.
Trending Rosé Brands
Rosé in demand. Trending Rosé product lines include:
- Chateau d'Esclans Cotes de Provence Whispering Angel Rose
- Chateau Minuty Cotes de Provence M Rose
- Domaine Ott Chateau de Selle Rose
- Saint Aix Coteaux d'Aix-en-Provence AIX Rose
- Yes Way Rose
- Chateau d'Esclans Coteaux d'Aix-en-Provence The Beach by Whispering Angel
- Wolffer Estate Rose Wine
- Mi Mi en Provence Cotes de Provence Grande Reserve Rose
- Gerard Bertrand Languedoc Cote des Roses Rose
- Domaine de l'Abbaye Clos Beylesse
The Growth of Aperitivo
Memorial Day weekend marks the unofficial start to summer and nothing speaks to summer more than a spritz. The bitter category is essential to summer’s defining cocktail — whether it’s world-renowned Aperol or “Aperitivo” from Faccia Brutto, a small but mighty distillery producing delicious Amari in Brooklyn. This newsletter tackles the growing category and showcases the brands and products to know about this summer.
On The Rise
+10.72% Increase in Market Share of the Aperitivo Category YoY
Aperol Aperitivo — The Fastest-Growing Aperitivo Product
Top-Sellers5 Top-Selling Aperitivo Products:
- Aperol Aperitivo
- Campari Aperitivo
- Forthave Red Aperitivo
- Salers Gentiane Aperitif
- Faccia Brutto Aperitivo
The state of ready-to-drink
Ready-to-drink or most often referred to as RTD is an emerging category that’s risen from an industry niche term to a household name. What’s driving RTDs' stratospheric growth? According to The Distilled Spirits Council (DISCUS), Premixed, Spirits-Based RTD suppliers increased their revenue by 42% over the period of 2020-2021. Coincidentally, this same time period — at the height of COVID-19 lockdowns — saw a huge increase in the demand for alcoholic beverages. RTDs saw a growth of one and a half and three times greater than the growth in the other leading alcoholic beverage sectors: Tequila/Mezcal (30% growth), Irish Whiskey (16% growth), and Single Malt Scotch (14% growth), respectively. Let’s look at the state of RTDs today in the Provi marketplace.
Comparing Q1 2023 with Q4 2022 in the Provi marketplace:
RTD to the Moon
RTDs continue stratospheric growth. The category increased its market share across the combined spirits and hard seltzer category from 2.66% to 3.06% from Q4 2022 through Q1 2023 — an increase of +14.91%.
Top-Selling Brand Families
The top-selling brand families include craft and macro companies. The top-selling brand families by market share were:
- High Noon
- Cutwater Spirits
- The Finnish Long Drink
- Tip Top Cocktails
- Canteen Cocktails
- Jack Daniel's
- Crown Royal
- Deep Eddy Vodka
Fastest-Growing RTD Products
High Noon “Vodka-based” Hard Seltzers run the game. Of the 10 fastest-growing RTD products by market share increase, the first four are High Noon. Here’s the full list:
- High Noon Hard Seltzer Pineapple
- High Noon Tequila Variety Pack
- High Noon Hard Seltzer Watermelon
- High Noon Tequila Variety Pack (2 Bottles Each of Grapefruit, Lime, Passion Fruit, and Strawberry)
- Canteen Watermelon Vodka Soda
- Jack Daniel's Coca-Cola Canned Cocktail
- TX Whiskey & Cola Cocktail
- Crown Royal Whisky and Cola Whisky Cocktail
- The Finnish Long Drink Traditional
- Canteen Black Cherry Vodka Soda
How agave is trending
It’s well known that the Tequila category has seen stratospheric growth in recent years — so much so, it’s set to soon surpass Vodka and Whiskey as the top-selling Spirit in the U.S. While sales of agave-based spirits trend up, they spike in the weeks leading up to May 5th for Cinco de Mayo — a popular holiday celebrating Mexican pride. Let’s take a look at what agave products and types trended last year to get an idea of what may trend this year.
Comparing the weeks leading up to May 5th (Cinco de Mayo) in the Provi Marketplace:
Agave Is On The Rise
Tequila* grew market share across the Spirits category from 20.83% to 23.30% – an increase of nearly 12%
Top-selling agave types vary from the un-aged to the aged. The five top-selling agave subcategories were:
Trending agave types are healthily mixed. The fastest-growing agave subcategories were:
- Extra Añejo
- Flavored Tequila
- Joven Mezcal
Fastest-Growing Agave Products
Silver and Blanco agave products are trending the most. The fastest-growing agave products were:
- Patron Silver
- Don Julio 1942
- Milagro Silver
- el Jimador Reposado Tequila
- Mi Campo Blanco
Sustainability Trends in Bev-Alc
Sustainability has become a central theme throughout the beverage alcohol industry alongside the rise in conscious consumerism. But it doesn’t just benefit the environment, it helps ensure a healthier bottom line for brands that implement these practices. On- and off-premise buyers know that their customers want to support sustainable brands, giving rise to more demand in Provi’s B2B marketplace. Let’s look at what categories and products tagged in Provi as sustainable have trended in the first quarter of 2023.
Comparing data from Q1 2023 with Q4 2022 in the Provi marketplace:
Wine Leads Sustainability in Bev-Alc
Wine rules the roost across sustainable brands. Across Beer & Hard Seltzer, Wine and Spirits categories, Wine owns the largest share of the sustainable brands market on Provi with nearly 65% share, followed by Spirits (34%) and Beer & Hard Seltzer (1.4%).
Top-selling subcategories in the sustainable marketplace vary. The breakdown across categories for top-selling subcategories is:
Beer & Hard Seltzer
- IPA (35.17%)
- Amber Ale (16.20%)
- Pilsner (10.69%)
- Cabernet Sauvignon (18.10%)
- Chardonnay (12.95%)
- Sauvignon Blanc (9.67%)
- Blanco Tequila (67.40%)
- Scotch Whisky (8.52%)
- Bourbon Whiskey (8.36%)
Box Wine Trends Up
Box wine is having its moment. As more brands enter the space, the market share for box wine brands has increased from 1.24% amongst sustainable brands to 2.37% — a 91% increase.
Top-Selling Sustainable Brands
Top brands see their products trend up. The fastest-growing products across sustainable Beer & Hard Seltzer, Wine and Spirits are:
- New Belgium Pilsner (+5% increase)
- Patron Silver (+20% increase)
- Bota Box Pinot Grigio (~1% increase)
Spring Trends Across Beer, Wine and Spirits
Spring is here, and with it, warmer days and even warmer spirits. Spring is a rebirth, a time for renewal and new beginnings. For bars, it's also a time for new cocktail menus. Fresh herbs and floral flavors dominate cocktail descriptions while bright liqueurs and fizzy beverages take center stage on drink lists. Looking back at last year’s trends can help inform what trends may rise this spring. And so, according to Provi marketplace data from Spring 2022 (3/20/22 - 6/21/22):
Herbaceous & adventurous liqueurs trend up
Green Chartreuse was the second fastest-growing product in the Spirits category but had the largest market share percent change, increasing its market share from 0.10% to 1.02% — an 874% jump from winter.
Buyers sought after clear Spirits and herbaceous ones, too. Comparing winter to spring, the fastest-growing Spirit subcategories and their market share percent change were:
- Plain Vodka (+20%)
- Blanco Tequila (+14%)
- Spiced/Herbal Liqueur (+67%)
- London Dry Gin (+19%)
- Fruit/Floral Liqueur (+10%)
Top-Selling Brands in Spring
Hard Seltzer, Cerveza and Shandy were in demand. Across the Beer & Hard Seltzer categories, there was a clear preference for hard seltzers. Here are the fastest-growing Beer & Hard Seltzer products:
- High Noon Hard Seltzer Peach
- High Noon Hard Seltzer Pineapple
- Modelo Especial
- High Noon Hard Seltzer Variety Pack
- Leinenkugel's Summer Shandy
- Sierra Nevada Sunny Little Thing
- Corona Extra
- Bell's Oberon
- Samuel Adams Summer Ale
- High Noon Hard Seltzer Watermelon
Irish Brands Trend Up Ahead of St. Patrick’s Day
The 17th of March marks the religious and cultural celebration of Saint Patrick, the foremost patron saint of Ireland. Each year, millions of people around the world come together to celebrate his life by attending parades and céilí (a popular form of folk dancing) as well as wearing shamrock green and drinking Irish Beer and Irish whiskey. It’s a huge event for bars, who stock up weeks in advance in preparation for the holiday. Let’s look at last year’s marketplace data to see what Irish brands trended during the weeks leading up to St. Patrick’s Day:
Irish Whiskey dominates the market.
- Across the entire Spirits category, Irish Whiskey was the fastest-growing subsect, with a market share increase of 1.14% (a 45% share change compared to the previous weeks)
- Within the Whiskey category, Irish Whiskey increased its market share by +3.50% — a 52% jump from the weeks prior
Top-Selling Beer & Hard Seltzers
Guinness is the beer of choice. Guinness Draught is the top-selling beer in the Beer & Hard Seltzer category, owning 81% of the market, followed by Magner’s Irish Original Cider (5%) and Smithwick’s Red Ale (4.8%).
Top-Selling Irish Whiskey
Jameson is in strong demand. In the Spirit category, Jameson Irish Whiskey is the top-selling spirit, owning 54% of the market share, followed by
- Bailey’s Original Irish Cream (15.75%)
- Tullamore D.E.W. Irish Whiskey (14%)
- Proper Twelve Irish Whiskey (1.54%)
- Slane Triple Casked Irish Whiskey (1.43%)
Celebrating Women-Crafted Brands in Bev-Alc
March is Women’s History Month which means all month long we’re celebrating the women-crafted, women-led and women-founded brands pushing the beverage alcohol industry to new heights. We took a look at the Provi marketplace data to gain insight into the women-crafted brands trending up across the Beer & Hard Seltzer, Wine and Spirit categories and subcategories.
From Q3 to Q4 of 2022 in the Provi marketplace
A Rise in Market Share
Women-crafted brands are on the rise. The overall market share of women-crafted brands increased +9%, causing the market share for non-women-crafted brands to slightly fall by a quarter of a percent.
Wine is the strongest women-crafted category. Women-crafted wine saw the biggest jump in market share, rising +26%. Of the Wine category, the top-selling by market share subcategories were:
- Sparkling Wine (~14%)
- Red Blend (~13%)
- Chardonnay (11%)
Top-Selling Women-Crafted Brands
Regional and world-renowned women-crafted brands dominate the market. The top-selling women-crafted brands by market share across the Beer & Hard Seltzer, Wine and Spirit categories were:
- Talkhouse Encore RTDs (founded by Ruby Honerkamp)
- Hendrick’s Gin (Lesley Gracie, Master Distiller)
- Barefoot Wines (Jennifer Wall, Head Wine Maker)
How Valentine's Day 2023 Compared To Last Year
Last week, we analyzed Valentine’s Day stock-up trends from 2022. We’re back to analyze trends attributed to this year’s holiday. For buyers, it pays to know what products and styles consumers are looking for most. Let’s take a look at what trended this Valentine’s Day.
Market Share Across Categories
Market share across all categories held the line. In the weeks leading up to Valentine’s Day last year, the overall market share for Spirits and Beer & Hard Seltzer increased +15% and +10% respectively, while the Wine category declined -28%. This year, however, market share across each category is less volatile, seeing little to no reportable market share shift.
Blanco Tequila surpassed Plain Vodka as the top-selling Spirit. Last year the top-selling subcategory in the Beer & Hard Seltzer category was Light Lager (~32%), Plain Vodka (~18%) and Cabernet Sauvignon (~40%). This year, Blanco Tequila surpassed Plain Vodka as the top-selling Spirit subcategory with 15% of the market share. Light Lager and Cabernet Sauvignon continue to own top market in the Beer & Hard Seltzer and Wine categories, accounting for 27% and 16%, respectively.
Fastest-Growing Product Types
The fastest-growing subcategories are RTDs, Reposado and Pinot Noir. Last year, buyers stocked up on Light Lager, Chardonnay and Scotch Whisky, accounting for the fastest-growing subcategories. This year, Pre-mixed Cocktail (RTD), Reposado Tequila and Pinot Noir are the fastest-growing subcategories in the Provi marketplace.
Celebrating Black-Owned & Founded Brands in Bev-Alc
We’re celebrating Black History Month by highlighting the movers and shakers taking the beverage alcohol industry to new heights. As the industry continues to evolve, the proliferation of Black-owned and founded beverage brands pushes it forward. To celebrate these crafters, brewers, distillers and vintners we looked at Provi marketplace data from the previous six months to see what brands and products are trending.
From 7/18/22 - 1/17/23 in the Provi marketplace:
Market share across Black-owned and founded brands skews heavily toward spirits. Spirits accounted for nearly 87% of the market share followed by Wine (10.35%), Beer & Hard Seltzer (2.40%), and Non-Alcoholic (0.55%), respectively.
Pilsner, Flavored Vodka, Pinot Noir and Bitters are the top-selling subcategories. Pilsner is the top-selling style in the Beer & Hard Seltzer category with 67.39% of the market share; Flavored Vodka holds a 36.66% share of the Spirits market; Pinot Noir has a 30.40% share of the wine market; and sales of Bitters account for 51.80% of the Non-Alcoholic market.
Fastest-Growing Product Types
The fastest-growing Black-owned and founded products across all categories (by % of market share growth) were:
- 18th Street Brewery Sex and Candy (+4.56%)
- D'Usse VSOP Cognac (+6.69%)
- Maison Noir Other People's Pinot Noir (+22.12%)
- Hella Cocktail Co. Bloody Mary (+7.32%)
Order volume increased by double digits from Q3 2022 to Q4 2022. Comparing the third quarter of 2022 with the fourth quarter of 2022, order volume for Black-owned and founded beer, wine and spirits increased by +41.57%.
The State of Beer, Wine and Spirits in 2023
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 6 months to date. Here’s the state of beer, wine and spirits in 2023.
Spirits dominate nearly half of market share on Provi. Spirits are the top choice for on- and off-premise buyers, owning 46.78% of total market share on Provi, followed by wine (31.53%), beer and hard seltzer (18.54%) and non-alcoholic products (3.16%).
Across categories, Light Lagers, Vodka and Cabernet Sauvignon are the top-sellers. Orders for Light Lagers account for a 25.73% share of the beer and hard seltzers market, Vodka owns a 16.14% share of the spirits market, and Cabernet Sauvignon continues its reign, owning a 14.90% share of the wine market.
Fastest-Growing Product Types
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%, Reposado Tequila increased +1.09% and Red Wine Blends increased +1.87%.
Popular Case & Bottle Formats
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.
Bev-Alc Dry January Trends
For 31 days in January, many will choose to abstain from drinking alcohol. Known as “Dry January,” the trend is a reset for those who regularly consume. It’s also part of the growing conscious consumption trend that’s given rise to more non-alcoholic (NA) beer, wine and zero-proof spirits. While not everyone will choose to abstain during Dry January, it’s essential for on- and off-premise buyers to recognize the trending categories and products that consumers are reaching for to meet demand. Let’s take a look at some of the top-selling non-alcoholic beverages from last year to consider when stocking up this year.
Analyzing data from January 2022 in the Provi marketplace:
Zero-Proof Spirit Category Trends
Zero-proof spirits saw a +121.66% MoM increase (0.02% to 0.05%) in market share. Comparing zero-proof spirits with alcoholic beverages from Dec 2021 to Jan 2022, zero-proof spirits saw a +121.66% lift in market share.
Top-Selling Zero-Proof Spirit
Seedlip dominated the zero-proof spirits category. The three top-selling zero-proof spirits were Grove 42, Garden 108 and Spice 94.
Fastest-Growing Non-Alcoholic Beer
The top-three fastest-growing NA beers were Coors Edge, Brooklyn Brewery Special Effects IPA, and Gruvi IPA. The fastest-growing category includes a combined increase in the number of buyers, orders per buyer and dollars spent per order.
New Year’s Eve Stock-Up Trends
As the holidays approach, people turn to their libations to celebrate the holidays, including New Year’s Eve. It’s no secret why Champagne and other sparkling wines are hallmark go-tos — they’re symbolic of special occasions and celebrations. Plus, they’re delicious.
But what about beer, still wine and spirits? To get an idea of what else consumers may demand this year, we looked into what on- and off-premise buyers stocked up on during the last three weeks in December 2021.
From December 13th, 2021 to December 31st in the Provi marketplace:
Spirit Category Trends
In the spirits category, whiskey was the top-selling spirit type, followed by vodka and tequila; Booker's Small Batch Bourbon Whiskey was the fastest-growing spirit by combined percent increase in no. of buyers (+56.52%), orders per buyer (+27.78%) and dollars spent per order (+46.25%).
Fastest-Growing Wine Varietal
Seven of the top 10 fastest-growing wines by increase in no. of orders per buyer were red varietals, of which nearly half were Cabernet Sauvignon.
Top-Selling Sparkling Wines
In the two weeks leading up to New Year’s Eve, orders in the sparkling wine category increased +32%; La Marca Prosecco, Wycliff Brut California Champagne, and Veuve Clicquot Brut Yellow Label Champagne were the top-selling sparkling wines during this period.
Holiday Season Sparkling Wine Trends
As the end-of-year holidays approach, consumers naturally reach for sparkling wines to celebrate with friends and family. Nothing accompanies the holidays like a glass of fizz, whether it’s prosecco, Champagne or American brut rosé produced in méthode champenoise. We looked at retailer buying behavior from last December to discover what sparkling wine trends may occur this holiday season.
From December 1st - 31st, 2021 in the Provi marketplace:
Sparkling Wine Category Trends
The top five sparkling wine subcategories by total market share were sparkling wine (30.16%), prosecco (24.73%), Champagne (22.23%), sparkling rosé (10.60%), and Moscato (5.23%)
Top Sparkling Wine Brands
The top five sparkling wine products by total market share were La Marca Prosecco (11.47%), Wycliff Brut California Champagne (11.37%), Veuve Clicquot Brut Yellow Label Champagne (7.44%), Giuliana Prosecco DOC (4.06%), and Dom Perignon Brut (2.59%)
Fastest-Growing Product Lines
Taittinger Brut La Francaise was one of the fastest-growing Champagnes from Nov. 2021 - Dec. 2021, seeing an increase in no. of buyers (+3.86%), orders per buyer (+20.37%) and dollar spend per order (+7.30%)
Holiday Season Stock-Up Trends
To celebrate the holiday season, we combed through last year’s Provi marketplace data to unearth insights into what trended across beer, wine and spirits. From the weeks of December 12th - 23rd of 2021 compared to the two weeks prior, we discovered trends that may be helpful as you plan out your this season’s beverage ordering.
Comparing the two weeks before Christmas Day with the previous two weeks in the Provi marketplace:
Sparkling Wine Category Trends
Market share across the wine category increased +9.27% while the beer and spirits categories declined -2.30% and -3.12%, respectively.
The fastest-growing subcategories across beer, wine and spirits were pale lager, increasing market share +10.66%; sparkling wine, which increased market share +12.96%; and vodka, which increased market share +5.48%.
Fastest-Growing Product Lines
The fastest-growing beer, wine and spirit products were Stella Artois, Veuve Clicquot Brut Yellow Label Champagne, and Woodford Reserve Kentucky Straight Bourbon Whiskey, increasing market share +18.26%, +42.12%, and +23.87%, respectively.
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