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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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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:

Top-Selling Categories
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. 

Top-Selling Subcategories
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%)

Category Growth 
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%.

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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. 

Top-Selling Categories
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%).

Top-Selling Subcategories
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.

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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.

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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 Cocktail

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%)

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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.


Fastest-Growing Subcategories
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. 

Max Holiday

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