Provi
Provi is a Chicago-based B2B digital marketplace that connects bars, restaurants, and retailers with wine, spirits, and beer distributors for wholesale beverage alcohol ordering, serving over 200,000 trade buyers across 49 U.S. states.
- Company typePrivate
- Founded2016
- HeadquartersChicago, United States
- Headcount101–250
- GTM typeB2B
- OfferingDigital Commerce or Content
What Provi does
Provi is a Chicago-based B2B digital marketplace founded in 2016 that consolidates wholesale beverage alcohol ordering between trade buyers (bars, restaurants, hotels, liquor and retail stores) and distributors across the U.S. three-tier system. The platform aggregates 750,000+ active SKUs from 1,400+ distributor portfolios into a single searchable catalog, replaces fragmented email, text, and phone ordering with a digital workflow, and provides direct chat-based communication between buyers and distributor sales representatives. Native integrations with distributor ERP systems and state liquor control authorities (OHLQ, Vermont 802Spirits Connect) handle compliance and order routing across 49 states.
The company monetizes through a freemium core platform with paid modules layered on top: Provi Marketplace operates as a B2B marketplace, Enterprise Plus (launched February 2026) is a subscription tier for national and regional restaurant chains adding order controls, approval workflows, and consolidated reporting, and Biddable Ads plus Brand Pub provide brand marketing and advertising products to suppliers. Go-to-market is multi-channel: self-serve product-led sign-up for individual buyers and reps, enterprise field sales for national chains and major distributors, and channel partnerships with the dominant national wholesalers (Southern Glazer's, RNDC, Breakthru Beverage Group) who promote Provi to their buyer networks. Provi has scaled to 200,000+ trade buyers and surpassed $5 billion in cumulative gross merchandise volume as of November 2025, was recognized as a Crunchbase 2022 Emerging Unicorn, and merged with SevenFifty in 2022 to broaden its content and data assets. The company employs 101-250 staff across its Chicago headquarters and remote U.S. locations.
Provi firmographics
Firmographics- Name
- Provi
- Legal name
- Provi, Inc.
- Website
- https://provi.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Provi is a Chicago-based B2B digital marketplace that connects bars, restaurants, and retailers with wine, spirits, and beer distributors for wholesale beverage alcohol ordering, serving over 200,000 trade buyers across 49 U.S. states.
- Ownership category
- akta.pro rank
Provi industry classification
Industry- Product category
- B2B Beverage Alcohol Marketplace
- NAICS
- Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer and Ale Merchant Wholesalers (424810)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Provi is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Provi business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Enterprise Subscription (Provi Enterprise Plus): Subscription-based tier providing advanced features, priority support, and enhanced analytics for enterprise distributors and large chain accounts
- Marketplace Advertising: B2B advertising fees from brands promoting products within the marketplace platform to trade buyers
- Transaction Take Rate: Take rate on transactions processed through the marketplace platform connecting buyers with distributors
- Freemium Platform Access: Free platform access for buyers and reps with premium features available through paid tiers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free tier for buyers and sales reps |
| Subscription | Annual | Enterprise Plus subscription |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Provi product offering
Product offeringCore offering
Provi operates a B2B digital marketplace that simplifies wholesale beverage alcohol ordering by connecting trade buyers (bars, restaurants, liquor stores) with distributor sales reps and catalogs in a single platform. The marketplace consolidates product search across 750,000+ SKUs and 1,400+ distributor portfolios, order management, and rep communication, replacing fragmented emails, phone calls, and texts with a unified workflow. Revenue is generated through enterprise subscriptions (Enterprise Plus), marketplace transaction take rates, and B2B brand advertising.
Product overview
Provi is a B2B digital marketplace and alcohol ordering platform for bars, restaurants, and retail buyers. The core platform (Provi Marketplace) connects buyers with distributor catalogs, enables order management, and facilitates rep communication. Additional modules include Enterprise Plus for multi-location compliance controls and Brand Advertising for supplier marketing. The company operates supplementary content brands including The Craft Blog, Brand Pub, and SevenFifty Daily for industry education, plus a Resource Center with operational guides. The platform spans all 49 U.S. states with over 750,000 active SKUs and 200K+ trade buyers.
Differentiator
Problem solved
Functional benefit
Products and services
- Provi Marketplace
- Enterprise Plus
- Provi Brand Advertising (Biddable Ads)
- 802Spirits Connect
Quantifiable outcome
- $5B+ in gross merchandise value processed through platform
Companies that use Provi
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Provi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
Provi partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered flagship, core and minor.
- Southern Glazer's Wine & SpiritsflagshipSettled litigation and recognized Provi as an authorized digital ordering channel. Major national distributor enabling platform access to Southern Glazer's extensive portfolio of wine and spirits suppliers.
- RNDC (Republic National Distributing Company)flagshipFinalized settlement agreement and entered national agreement with Provi for digital ordering capabilities across RNDC distribution markets nationwide.
- Breakthru Beverage GroupcoreRenewed partnership agreement with Breakthru Beverage Group for continued digital ordering platform access for trade buyers.
- Opici Family DistributingcorePartnership to strengthen digital omnichannel strategy, enabling Opici's trade buyers to access ordering through Provi platform.
- J.J. TaylorcoreExtended partnership with J.J. Taylor for expanded digital ordering capabilities across their distribution footprint.
- The Duckhorn PortfoliocoreStrategic partnership enabling The Duckhorn Portfolio's direct-to-trade capabilities through Provi's platform for wine ordering.
- Regal Wine Co.coreExpanded strategic partnership with Regal Wine Co., providing their buyers access to Provi's digital ordering platform.
- WinebowcoreRenewed national partnership with Winebow, fine wine and spirits importer and distributor, for continued platform integration.
- Ohio Liquor (OHLQ)flagshipStatewide digital innovation initiative partnering with Ohio Liquor Control to integrate Provi with Ohio's official liquor ordering system (OHLQ).
- Vermont Department of Liquor and LotteryflagshipLaunched 802Spirits Connect platform in partnership with Vermont Department of Liquor and Lottery for digital spirits ordering.
- Mexcor International's MBGcoreExpanded partnership with Mexcor International's MBG (MBCL) for digital ordering platform access.
- SevenFiftyminorIndustry partner with whom Provi joined forces to release a joint career and salary report for the beverage industry.
- Wine EnthusiastminorMedia and content partnership with Wine Enthusiast for industry content and buyer engagement.
- Wine-SpectatorminorMedia partnership with Wine-Spectator for industry content and wine buyer audience reach.
- American Beverage Licensees (ABL)minorNational trade association representing beverage alcohol licensees, engaged with Provi for industry advocacy and education.
- Wine & Spirits Wholesalers of America (WSWA)minorNational trade association for wine and spirits wholesalers, partnered for industry initiatives and compliance advocacy.
- Distilled Spirits Council of the United States (DISCUS)minorNational trade association representing distilled spirits producers and marketers, partnered for industry advocacy.
- National Beer Wholesalers Association (NBWA)minorNational trade association for beer distributors, engaged with Provi for industry initiatives.
- National Alcoholic Beverage Control Association (NABCA)minorNational organization representing alcohol control jurisdictions, partnered for regulatory and compliance initiatives.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Provi competitors and assessment
Company assessmentDirect peers
- SevenFifty: SevenFifty operated a competing B2B beverage alcohol marketplace and trade media property (SevenFifty Daily) before merging with Provi in 2022. It was Provi's closest direct peer in product, customer base, and go-to-market, and the merger validated the consolidation thesis in this category.
- Thirstie: Thirstie is a B2B/B2C alcohol ordering and e-commerce platform serving trade buyers, retailers, and on-premise accounts. It is the most active remaining venture-backed competitor to Provi in digital alcohol ordering.
Broad incumbents
- Drizly: Drizly (acquired by Uber in 2021) operates alcohol e-commerce and marketplace infrastructure with B2C consumer focus and B2B/retailer integrations. While primarily consumer-facing, its wholesale and retailer tools overlap with Provi's buyer-side marketplace proposition.
Others
- Beverage Media Group: Industry trade publication providing beverage alcohol news and data to trade buyers and distributors; now operates alongside Provi via SevenFifty Daily. Comparable as a content/media business serving the same buyer demographic.
Regional players
- Wine-Searcher: Wine-Searcher is a global wine search and marketplace platform with strong B2C/collector tools and growing trade-side features (Wine-Searcher Pro). Comparable to Provi in catalog aggregation and discovery for wine buyers.
Emerging players
- Cova: Cova provides POS and inventory management software for cannabis and liquor retailers. Comparable to Provi in digitizing retail beverage operations, though focused on in-store workflow rather than wholesale ordering.
- ReserveBar: ReserveBar is a premium spirits e-commerce marketplace connecting brands, retailers, and consumers. Comparable to Provi in the spirits/B2B digital ordering category, with a stronger consumer gifting and retail focus.
- Saucey: Saucey is an on-demand alcohol delivery marketplace. While primarily B2C, its logistics platform and retailer/supplier integrations overlap with Provi's distribution-side value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Provi social profiles
Digital presenceProvi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Provi leadership team
Management profileNumber of profiles
Profiles10 records
Provi funding detail
Funding detailFunding overview
Funding rounds9 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Provi M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Provi
What does Provi do?
Provi operates a B2B digital marketplace that simplifies wholesale beverage alcohol ordering by connecting trade buyers (bars, restaurants, liquor stores) with distributor sales reps and catalogs in a single platform. The marketplace consolidates product search across 750,000+ SKUs and 1,400+ distributor portfolios, order management, and rep communication, replacing fragmented emails, phone calls, and texts with a unified workflow. Revenue is generated through enterprise subscriptions (Enterprise Plus), marketplace transaction take rates, and B2B brand advertising.
Is Provi a public or private company?
Provi is a private company. It is classified as venture growth investor backed and is currently operating.
When was Provi founded?
Provi was founded in 2016. It employs 101 to 250 people.
Where is Provi based?
Provi is headquartered in Chicago, United States, in the North America region.
How does Provi make money?
Four revenue lines are on record. Enterprise Subscription (Provi Enterprise Plus) is the primary driver. The others are marketplace Advertising, transaction Take Rate and freemium Platform Access.
Who are Provi's main competitors?
Direct peers on record are SevenFifty and Thirstie. Drizly is listed as a broad incumbent. Beverage Media Group is listed as an others. Wine-Searcher is listed as a regional player. Emerging players are Cova, ReserveBar and Saucey.
Does Provi have an API?
No public API is recorded for Provi.
What industry is Provi in?
Provi's product category is B2B Beverage Alcohol Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 42482 and its SIC code is 5180.