Methodology and Disclaimer
Exploring the Shifting Landscape of Wine Preferences, Packaging, and Consumer Choices Driven By On- and Off-Premise Buying Behavior in Provi’s Marketplace in January - June 2023
The wine industry is experiencing a dynamic transformation as consumer preferences evolve and new trends emerge. This report, which details the months of January through June 2023, delves into several key developments shaping the B2B wine market on Provi, highlighting the rise of Organic and Biodynamic Wines as consumers seek sustainable and natural options. Additionally, it explores the growth of Canned and Boxed Wine formats, a sign of both consumers' and the wine industry's efforts to adopt sustainable packaging solutions to reduce environmental impact. Furthermore, it explores the increasing demand for Sparkling Wines, celebrated for their versatility and ability to complement a wide range of cuisines.
The data in this report is compiled from de-identified aggregated ordering behaviors from licensed retailers through the Provi marketplace during the periods of January - June 2023. Data through this time period is representative of the wine category products ordered in the United States through the Provi marketplace. Provi Pulse data is collected using various first-party data techniques and timelines and does not represent the wider beverage alcohol industry as a whole. The data timeline presented in this report contains insights beginning on 1/1/2023 (Q1 2023) and ending on 6/31/2023 (Q2 2023). Additionally, Provi’s marketplace catalog is defined by product information provided by supplier and distributor partners. The results for products tagged as “organic”, “biodynamic” and “sustainable” in the dataset of this report have not been independently verified by Provi.
Evolving Wine Trends:
Buyers Embrace Biodynamic and Sustainable Labels, Diversity and Convenience in Wine
+17.5%
Increase In Organic Wine Sales
+16%
Increase In Biodynamic Wine Sales
+14%
Increase in Total Organic Wine Orders
+14.5%
Increase in Total Biodynamic Wine Orders
+5.5%
Increase in Number of Orders Per Buyer
+4.5%
Increase in Number of Orders Per Buyer
+8%
Increase in US$ Spent Per Buyer
+5.75%
Increase in US$ Spent Per Buyer
Consumers are increasingly seeking wines made from organically and biodynamically grown grapes, reflecting a growing interest in sustainable and natural winemaking practices. Here’s how consumer demand for these growing segments influenced on- and off-premise B2B buying behavior in Provi’s marketplace in the first half of 2023.
The Rise of Organic and Biodynamic Wine
“Organic winemaking has been around for a long time, however, in the last decade or so we’ve become more aware of the impact of plowing on the soil microbiome and therefore on soil fertility, crop productivity and stress tolerance. These days we’re seeing more wine producers looking to go beyond organic and work with regenerative practices, restoring ecosystems and in essence putting back in more than we take out.”
STEPHEN CRONK Co-Founder and CEO, Maison Mirabeau
Wineries large and small are adopting sustainable practices to reduce their environmental footprint and appeal to environmentally conscious consumers. Here’s how growing consumer demand for sustainable wine influenced on- and off-premise B2B buying behavior in Provi’s marketplace in the first half of 2023.
The Growing Demand for Sustainable Wine
Increase In Sustainable Wine Sales
+20%
Increase in Total Sustainable Wine Orders
+12%
Increase in Number of Orders Per Buyer
+6%
Increase Increase in US$ Spent Per Buyer
+13%
“In recent years, consumers have become increasingly value conscious, and they want to purchase from brands whose values align with their own. At the same time, sustainability has become top priority for wine brands around the world as they grapple with the real environmental impact of wine production on the environment. The result is a wave of wineries that are unabashedly vocal about their sustainable practices — and consumers who are eager to support them.”
COURTNEY SCHIESSL MAGRINI Editor-in-Chief of SevenFifty Daily and Beverage Media Group
The Proliferation of Boxed Wine
Boxed wines are shedding their negative reputation and gaining recognition as a convenient, cost-effective, and sustainable packaging option for high-quality wines, appealing to both casual consumers and eco-conscious wine enthusiasts. Here’s how consumer demand for this growing segment influenced on- and off-premise B2B buying behavior in Provi’s marketplace in the first half of 2023.
+12.75%
Increase In Boxed Wine Sales
+18%
Increase in Total Boxed Wine Orders
+8%
Increase in Number of Orders Per Buyer
+3%
Increase in US$ Spent Per Buyer
48%
WHITE
37%
RED
8%
Rosé
Total Market Share Breakdown for Red, White and Rosé Boxed Wine*
*The remaining percentages account for other wine types such as specialty wine, dessert/fortified wine and more.
The Linear Growth of Canned Wine
Increase In Canned Wine Sales
+59%
Increase in Total Canned Wine Orders
+37.5%
Increase in Number of Orders Per Buyer
+12.5%
Increase Increase in US$ Spent Per Buyer
+30.5%
26%
Sparkling
25%
WHITE
17%
RED
15%
Rosé
Total Market Share breakdown for Sparkling, White, Red and Rosé canned wine*
*The remaining percentages account for other wine types such as specialty wine, dessert/fortified wine and more.
“In addition to consumers being more aware of their contribution to the carbon footprint, they also value alternative packaging that better suits different occasions. Simultaneously, more producers are offering high-quality wines in new formats like cans and boxes. The emergence of these two factors have catapulted the growth of canned and boxed wine categories and I believe we will continue to see them rise.”
MATT YAEGER - General Manager, Pinnacle Wine & Liquor
In recent years, there has been significant growth in the popularity of canned wine. Praised for its convenience and smaller serving sizes, its growth is reflective of consumers' desire for convenience and affordability without sacrificing quality. Here’s how consumer demand for this growing segment influenced on- and off-premise B2B buying behavior in Provi’s marketplace in the first half of 2023.
The Increased Demand for Sparkling Wine
Sparkling wines, such as Champagne, Prosecco and Cava, continue to rise in popularity due to their versatility, celebratory nature, and ability to pair well with various cuisines. Here’s how consumer demand for this growing segment influenced on- and off-premise B2B buying behavior in Provi’s marketplace in the first half of 2023.
Top Selling Sparking Wine Subcategories
Fastest-Growing Sparkling Wine Subcategories
