Seedlip Garden 108
The Rise of the Conscious Consumer: “How” and “Why” People Buy is More Prevalent than Ever
We touched on this in the last Provi Pulse report, but the issue bears repeating: conscious consumption is growing. As wellness trends grow, consumers further embrace non-alcoholic beer, wine and zero-proof spirits. Factors like organic and sustainable production practices influence consumer purchase decisions as does the demand for more representation from minority-owned beer, wine and spirit brands. All of these factors influenced how consumers consumed in 2022. Let’s look at how this influenced what products on- and off-premise buyers stocked up on this year.
“We know that roughly 50 percent of Americans don’t drink much at all, and 70 percent of Americans consume fewer than two drinks per week. Our goal is to be an option for all of those consumers who love and appreciate the flavors of craft beer but don’t always want the alcohol.”
Chris Furnari, Communications Manager, Athletic Brewing Co
Provi Marketplace Insights Across Non-Alcoholic Beer, Wine and Zero-Proof Spirit Products
~14k
780+
475+
Number of non-alcoholic beer & hard seltzer orders in 2022
Number of zero-proof spirit orders in 2022
Number of non-alcoholic wine orders in 2022
5 Top-Selling Zero-Proof Spirits
5 Top-Selling Non-Alcoholic Wines
Fastest-Growing Non-Alcoholic Beers
Guinness Draught 0.0
Athletic Brewing Lite Non-Alcoholic Lager
Gruvi Juicy IPA NA
Provi Marketplace Insights Across Sustainable Products
18k+
4k+
Number of sustainable product lines in the Provi marketplace
Number of sustainable brands in the Provi marketplace
Fastest-Growing Sustainable Beers
(By combined % increase in no. of buyers, orders per buyer and GMV per order)
Dogfish Head Mandarin Orange & Mango Crush Ale
Mandarin Orange & Mango Crush a fruit beer inspired by the classic Mid-Atlantic Crush cocktail.
Discover →North Coast PranQster
Belgian Ales represent the height of the brewers’ art. Sophisticated brewing techniques, yeast blends, and unique flavoring elements have elevated the beers of Belgium to the status enjoyed by wine in other countries.
Discover →Boulevard Space Camper Cosmic IPA
Space Camper Cosmic IPA is an exhilarating initiation into a mind-bending alternate universe of India Pale Ales.
Discover →Boulevard Bourbon Barrel Quad
Based loosely on the Smokestack Series’ The Sixth Glass, this abbey-style quadrupel is separated into a number of oak bourbon barrels where it ages for varying lengths of time, some for up to three years.
Discover →New Belgium Red Robin 1969 Lager
Toasty buscuit sweetness with a hint of hoppy citrus. Light and refreshing with a clean, crisp finish.
Discover →Fastest-Growing Sustainable Spirits
(By combined % increase in no. of buyers, orders per buyer and GMV per order)
Tequila Ocho Plata Los Nopales
Mandarin Orange & Mango Crush a fruit beer inspired by the classic Mid-Atlantic Crush cocktail.
Discover →Woodford Reserve Personal Selection Rye Whiskey
Spicy with distinct notes of rye, black pepper, cedar and cassia bark sweetened with a dusting of marzipan. Hints of pear, apple and almond dance in its depths.
Discover →The Real Mccoy 5 Year Rum 80 Proof
The Real McCoy Single Blended 5-Year Aged Rum is real rum; unmodified and made in small batches in copper pot and column stills, this Caribbean rum is tropically aged in American oak bourbon barrels without any added sugar*, flavor, or artificial color.
Discover →Madre Mezcal Espadin Black Label
A single varietal exploration that allows the full spectrum flavor of Espadin agave to shine through. 40% abv.
Discover →Broken Shed Vodka
Broken Shed Vodka is a crisp, clean, award winning vodka distilled from the highest-quality sustainable whey and blended with the purest New Zealand mountain mineral water and pristine spring water
Discover →Fastest-Growing Sustainable Wine
(By combined % increase in no. of buyers, orders per buyer and GMV per order)
Cavit Pinot Grigio delle Venezie IGT
Color : Bright straw gold Nose : Delicate and pleasing with floral and fruit scents. Palate : Dry, light and crisp.
Discover →Wolffer Estate Rose Wine
This rosé has lovely balance between the fresh fruit, fine tannins, good minerality and graceful acidity.
Discover →Echeverria No Es Pituko Cabernet Franc
With an intense and vibrant cherry colour, this natural wine appears slightly cloudy due to it’s lack of processing. On the nose, it has lively aromas of black cherry and fresh plum.
Discover →Weingut Berger Gruner Veltliner
Charm and value typify these wines. Clean, cultured-yeast wines with lots of primary fruit, yet aging superbly. The Veltliners are zingy and spicy.
Discover →Da Mar Prosecco
Sourced 100% from estate vineyards planted on sedimentary, gravelly-pebbly soils. The clusters are gently pressed at low pressure and the must is settled in stainless steel. Fermentation in stainless steel at low temperatures and secondary fermentation by Charmat method (fermentation in tank).
Discover →Provi Marketplace Insights Across Organic Products
~22k
Number of organic product lines in the Provi marketplace
~6k
Number of organic brands in the Provi marketplace
Dogfish Head Hazy-O
This beer starts with literally truckloads of oats & wheat for a full body, then it’s liberally dry-hopped to deliver juicy tropical notes of citrus, mango and pineapple.
Explore →Michelob Ultra Pure Gold
Brewed with organic grains from the country’s finest fields, Michelob ULTRA Pure Gold is a light lager with a pure, refreshing taste.
Explore →Dogfish Head SeaQuench Ale
Objectively the most thirst-quenching beer we’ve ever brewed, SeaQuench Ale is a session sour mash-up of a crisp Kölsch, a salty Gose and a tart Berliner Weiss brewed in sequence with black limes, sour lime juice and sea salt
Explore →Dogfish Head Slightly Mighty
This true indie craft beer has all the character of a world class IPA, but with only 95 calories, 3.6g carbs, 1g protein and 0g fat per 12oz serving.
Explore →Michelob Ultra Organic Seltzer Cucumber Lime
The Crisp, cool taste of cucumber Lime is as refreshing as a day at the spa.
Explore →
5 Top-Selling Organic Spirits
Grainger's Deluxe Vodka
Grainger’s Deluxe Organic Vodka is 100% American-made. Crafted from organic corn in the country’s heartland, this gluten-free vodka is distilled 7 times & filtered 5 times to deliver a smooth, enjoyable drinking experience.
Explore →Hangar 1 Vodka Straight
The perfectly balanced straight vodka. Fresh and slightly floral on the nose, light perfume on the finish.
Explore →Crop Organic Cucumber Vodka
Like taking a walk in the vegetable garden, our Crop Cucumber Vodka is sure to refresh your palate.
Explore →Dulce Vida Blanco Tequila 80 Proof
Dulce Vida Blanco has a pleasant citrus aroma that is well balanced with a hint of spice and a sweet agave finish. It’s the perfect complement to a margarita or Mexican Mule.
Explore →Stirrings Triple Sec Liqueur
This expertly crafted Triple Sec Liqueur is infused with a natural fresh aroma and flavor of juicy sweet valencia oranges. Stirrings liqueurs better ingredients make simply better cocktails.
Explore →5 Top-Selling Organic Wines
Charles de Fere Cuvee Jean-Louis Blanc de Blancs Brut
Pale golden color with delicate bubbles. White fresh fruit bouquet (pear, apple). A clean fresh attack. Pleasant to the taste thanks to a well-balanced dosage.
Explore →Valdo Numero 1
The vineyards use the traditional training method, known as “Metodo Spalliera”, where the stem can be as long as one meter and tied to a horizontal wire, assuring a high quality final product, and emphasizing the aromatic fruity features.
Explore →Clos du Bois California Chardonnay
Clos du Bois Chardonnay has aromas of apple blossom, ripe pear, and sweet lemon drop complemented by toasty oak, spice, and cream. This white wine has bright, juicy flavors and a long, fresh finish.
Explore →Giesen Marlborough Sauvignon Blanc
The Giesen family relocated to New Zealand’s South Island from Germany in 1981 charmed by the natural beauty, climate and winegrowing possibilities.
Explore →Oberon Cabernet Sauvignon
To create Oberon Cabernet Sauvignon, Tony Coltrin sourced grapes from throughout Napa’s finest winegrowing regions, including Rutherford, St. Helena, Oak Knoll, Yountville, Chiles Valley, Pope Valley and Capell Valley.
Explore →Provi Marketplace Insights Across Minority-Owned Brands & Products
Number of minority-owned products in the Provi marketplace
Minority-Owned Brand Founder of the Year
Top-Selling Black-Owned Beers
Patio Pils
Take a step outside onto the patio and take a breath of fresh air. Then crack open this Pilsner-Style Lager because the best day deserves the best beer.
Discover →Sex and Candy - 18th Street Brewery
Fruity and faintly sweet, Sex and Candy is simply a dream. The enticing smell of Chinook and Cascade hops waft forth from this IPA.
Discover →Postcard Pils - Green Bench Brewing Co.
American-style Pilsners are refreshing and complex blend of clean lager fermentation, sweet grainy flavor, and a solid American hop profile. Postcard Pils is brewed with a touch of flaked maize and US grown Mount Hood hops.
Discover →Skyway Hazy DIPA - Green Bench Brewing Co.
Equally as beautiful to behold is our New England-style double dry hopped Double IPA with five of our favorite tropical and resinous hop varieties. This Double IPA is al smooth as they come. Built to be uniquely drinkable, Skyway can be enjoyed year round in our beautifully tropical climate.
Discover →Candi Crushable - 18th Street Brewery
Made in collaboration with Northdown Cafe & Taproom. This beautiful beer is rounded out with flaked oats and lactose sugar, simcoe, and falconers flight.
Discover →Top-Selling Black-Owned Spirits
44 North Mountain Huckleberry Vodka
As the first vodka approved to wear the Idaho Potato Commission’s official seal, our naturally gluten free Mountain Huckleberry Flavored Vodka is the ideal spirit for drinking chilled, straight-up, on the rocks, or in an infinite range of signature cocktails.
Explore →Uncle Nearest 1884 Small Batch Whiskey
Each small batch comes from barrels chosen by our founders and each blend is curated by 5th generation Green descendant, Master Blender, Victoria Eady Butler.
Explore →Uncle Nearest 1856 Whiskey
Uncle Nearest 1856 has a caramel color with a beautiful deep golden hue. Baled hay and pumpkin seeds on the nose with subtle notes of ripe stone fruit and caramel corn.
Explore →DeLeon Blanco
Experience the premium and strikingly-defined character of DeLeón Blanco Tequila. Hand-selected at peak ripeness, exquisite 100% Highland Blue Weber agave is slowly roasted in traditional ovens to create this crystal clear tequila's complex taste profile
Explore →Cincoro Tequila Reposado
Incredibly smooth, slightly sweet, light oak. Cooked agave, caramelized vanilla, white chocolate.
Explore →Top-Selling Black-Owned Wine Brands
Mason Noir Wines
Longevity Wines
Mcbride Sisters Wine Company
