Provi

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.

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

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

• B2B beverage marketplace
• Alcohol ordering platform
• Wholesale alcohol distribution
• Beverage ecommerce platform
• Three-tier compliance

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Enterprise Subscription (Provi Enterprise Plus): Subscription-based tier providing advanced features, priority support, and enhanced analytics for enterprise distributors and large chain accounts
2. Marketplace Advertising: B2B advertising fees from brands promoting products within the marketplace platform to trade buyers
3. Transaction Take Rate: Take rate on transactions processed through the marketplace platform connecting buyers with distributors
4. Freemium Platform Access: Free platform access for buyers and reps with premium features available through paid tiers

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• Southern Glazer's Wine & SpiritsflagshipChannel Partner/ Reseller/ DistributorSettled 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)flagshipChannel Partner/ Reseller/ DistributorFinalized settlement agreement and entered national agreement with Provi for digital ordering capabilities across RNDC distribution markets nationwide.
• Breakthru Beverage GroupcoreChannel Partner/ Reseller/ DistributorRenewed partnership agreement with Breakthru Beverage Group for continued digital ordering platform access for trade buyers.
• Opici Family DistributingcoreChannel Partner/ Reseller/ DistributorPartnership to strengthen digital omnichannel strategy, enabling Opici's trade buyers to access ordering through Provi platform.
• J.J. TaylorcoreChannel Partner/ Reseller/ DistributorExtended partnership with J.J. Taylor for expanded digital ordering capabilities across their distribution footprint.
• The Duckhorn PortfoliocoreStrategic or Co-development PartnerStrategic partnership enabling The Duckhorn Portfolio's direct-to-trade capabilities through Provi's platform for wine ordering.
• Regal Wine Co.coreChannel Partner/ Reseller/ DistributorExpanded strategic partnership with Regal Wine Co., providing their buyers access to Provi's digital ordering platform.
• WinebowcoreChannel Partner/ Reseller/ DistributorRenewed national partnership with Winebow, fine wine and spirits importer and distributor, for continued platform integration.
• Ohio Liquor (OHLQ)flagshipStrategic or Co-development PartnerStatewide digital innovation initiative partnering with Ohio Liquor Control to integrate Provi with Ohio's official liquor ordering system (OHLQ).
• Vermont Department of Liquor and LotteryflagshipStrategic or Co-development PartnerLaunched 802Spirits Connect platform in partnership with Vermont Department of Liquor and Lottery for digital spirits ordering.
• Mexcor International's MBGcoreChannel Partner/ Reseller/ DistributorExpanded partnership with Mexcor International's MBG (MBCL) for digital ordering platform access.
• SevenFiftyminorGTM or Marketing PartnerIndustry partner with whom Provi joined forces to release a joint career and salary report for the beverage industry.
• Wine EnthusiastminorGTM or Marketing PartnerMedia and content partnership with Wine Enthusiast for industry content and buyer engagement.
• Wine-SpectatorminorGTM or Marketing PartnerMedia partnership with Wine-Spectator for industry content and wine buyer audience reach.
• American Beverage Licensees (ABL)minorOthersNational trade association representing beverage alcohol licensees, engaged with Provi for industry advocacy and education.
• Wine & Spirits Wholesalers of America (WSWA)minorOthersNational trade association for wine and spirits wholesalers, partnered for industry initiatives and compliance advocacy.
• Distilled Spirits Council of the United States (DISCUS)minorOthersNational trade association representing distilled spirits producers and marketers, partnered for industry advocacy.
• National Beer Wholesalers Association (NBWA)minorOthersNational trade association for beer distributors, engaged with Provi for industry initiatives.
• National Alcoholic Beverage Control Association (NABCA)minorOthersNational organization representing alcohol control jurisdictions, partnered for regulatory and compliance initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/provihq
• Facebookfacebook.com/provihq
• LinkedInlinkedin.com/company/provihq
• Instagraminstagram.com/proviordering

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds9 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Provi