The Latest Trends in Beverage Alcohol

Fastest-Growing Rosé Subcategories
Of the top-five fastest-growing wine types, three are Rosé. They include the fastest-growing, Rosé Blend (+0.94%), followed by Provence Rosé (+0.58%) and Sparkling Rosé (+0.39%) taking the fourth spot. 

Trending Rosé Brands
Rosé in demand. Trending Rosé product lines include: 

• Chateau d'Esclans Cotes de Provence Whispering Angel Rose
• Chateau Minuty Cotes de Provence M Rose
• Domaine Ott Chateau de Selle Rose
• Saint Aix Coteaux d'Aix-en-Provence AIX Rose
• Yes Way Rose
• Chateau d'Esclans Coteaux d'Aix-en-Provence The Beach by Whispering Angel
• Wolffer Estate Rose Wine
• Mi Mi en Provence Cotes de Provence Grande Reserve Rose
• Gerard Bertrand Languedoc Cote des Roses Rose
• Domaine de l'Abbaye Clos Beylesse
  
  
  

On The Rise
+10.72% Increase in Market Share of the Aperitivo Category YoY

Trending Up

Aperol Aperitivo — The Fastest-Growing Aperitivo Product

Top-Sellers

• • Aperol Aperitivo
  • Campari Aperitivo
  • Forthave Red Aperitivo
  • Salers Gentiane Aperitif
  • Faccia Brutto Aperitivo

RTD to the Moon
RTDs continue stratospheric growth. The category increased its market share across the combined spirits and hard seltzer category from 2.66% to 3.06% from Q4 2022 through Q1 2023 — an increase of +14.91%. 

Top-Selling Brand Families

The top-selling brand families include craft and macro companies. The top-selling brand families by market share were: 

1. High Noon
2. Cutwater Spirits
3. The Finnish Long Drink
4. Tip Top Cocktails
5. Monaco
6. Canteen Cocktails
7. Jack Daniel's
8. Carbliss
9. Crown Royal
10. Deep Eddy Vodka

Fastest-Growing RTD Products

High Noon “Vodka-based” Hard Seltzers run the game. Of the 10 fastest-growing RTD products by market share increase, the first four are High Noon. Here’s the full list:

1. High Noon Hard Seltzer Pineapple
2. High Noon Tequila Variety Pack
3. High Noon Hard Seltzer Watermelon
4. High Noon Tequila Variety Pack (2 Bottles Each of Grapefruit, Lime, Passion Fruit, and Strawberry)
5. Canteen Watermelon Vodka Soda
6. Jack Daniel's Coca-Cola Canned Cocktail
7. TX Whiskey & Cola Cocktail
8. Crown Royal Whisky and Cola Whisky Cocktail
9. The Finnish Long Drink Traditional
10. Canteen Black Cherry Vodka Soda

Agave Is On The Rise
Tequila* grew market share across the Spirits category from 20.83% to 23.30% – an increase of nearly 12%

Top-Selling Subcategories
Top-selling agave types vary from the un-aged to the aged. The five top-selling agave subcategories were:

• Blanco      
• Reposado  
• Anejo
• Gold
• Mezcal    

Fastest-Growing Subcategories
Trending agave types are healthily mixed. The fastest-growing agave subcategories were:

• Añejo
• Mezcal
• Extra Añejo
• Flavored Tequila
• Sotol
• Joven Mezcal

Fastest-Growing Agave Products
Silver and Blanco agave products are trending the most. The fastest-growing agave products were:

• Patron Silver
• Don Julio 1942
• Milagro Silver
• el Jimador Reposado Tequila
• Mi Campo Blanco

Wine Leads Sustainability in Bev-Alc
Wine rules the roost across sustainable brands. Across Beer & Hard Seltzer, Wine and Spirits categories, Wine owns the largest share of the sustainable brands market on Provi with nearly 65% share, followed by Spirits (34%) and Beer & Hard Seltzer (1.4%). 

Top-Selling Subcategories
Top-selling subcategories in the sustainable marketplace vary. The breakdown across categories for top-selling subcategories is:

Beer & Hard Seltzer

• IPA (35.17%)
• Amber Ale (16.20%)
• Pilsner     (10.69%)

Wine

• Cabernet Sauvignon (18.10%)
• Chardonnay (12.95%)
• Sauvignon Blanc (9.67%)

Spirits

• Blanco Tequila (67.40%)
• Scotch Whisky (8.52%)
• Bourbon Whiskey (8.36%)

Box Wine Trends Up
Box wine is having its moment. As more brands enter the space, the market share for box wine brands has increased from 1.24% amongst sustainable brands to 2.37% — a 91% increase.

Top-Selling Sustainable Brands
Top brands see their products trend up. The fastest-growing products across sustainable Beer & Hard Seltzer, Wine and Spirits are:

• New Belgium Pilsner (+5% increase)
• Patron Silver (+20% increase)
• Bota Box Pinot Grigio (~1% increase)

Herbaceous & adventurous liqueurs trend up 
Green Chartreuse was the second fastest-growing product in the Spirits category but had the largest market share percent change, increasing its market share from 0.10% to 1.02% — an 874% jump from winter. 

Top-Selling Subcategories
Buyers sought after clear Spirits and herbaceous ones, too. Comparing winter to spring, the fastest-growing Spirit subcategories and their market share percent change were: 

• Plain Vodka (+20%)
• Blanco Tequila (+14%)
• Spiced/Herbal Liqueur (+67%)
• London Dry Gin (+19%)
• Fruit/Floral Liqueur (+10%)

Top-Selling Brands in Spring
Hard Seltzer, Cerveza and Shandy were in demand. Across the Beer & Hard Seltzer categories, there was a clear preference for hard seltzers. Here are the fastest-growing Beer & Hard Seltzer products:

• High Noon Hard Seltzer Peach
• High Noon Hard Seltzer Pineapple
• Modelo Especial
• High Noon Hard Seltzer Variety Pack
• Leinenkugel's Summer Shandy
• Sierra Nevada Sunny Little Thing
• Corona Extra
• Bell's Oberon
• Samuel Adams Summer Ale
• High Noon Hard Seltzer Watermelon

Irish Whiskey dominates the market.

• Across the entire Spirits category, Irish Whiskey was the fastest-growing subsect, with a market share increase of 1.14% (a 45% share change compared to the previous weeks)
• Within the Whiskey category, Irish Whiskey increased its market share by +3.50% — a 52% jump from the weeks prior

Top-Selling Beer & Hard Seltzers
Guinness is the beer of choice. Guinness Draught is the top-selling beer in the Beer & Hard Seltzer category, owning 81% of the market, followed by Magner’s Irish Original Cider (5%) and Smithwick’s Red Ale (4.8%). 

Top-Selling Irish Whiskey

Jameson is in strong demand. In the Spirit category, Jameson Irish Whiskey is the top-selling spirit, owning 54% of the market share, followed by

• Bailey’s Original Irish Cream (15.75%)
• Tullamore D.E.W. Irish Whiskey (14%)
• Proper Twelve Irish Whiskey (1.54%)
• Slane Triple Casked Irish Whiskey (1.43%)
  
  

A Rise in Market Share
Women-crafted brands are on the rise. The overall market share of women-crafted brands increased +9%, causing the market share for non-women-crafted brands to slightly fall by a quarter of a percent.

Top-Selling Subcategories
Wine is the strongest women-crafted category. Women-crafted wine saw the biggest jump in market share, rising +26%. Of the Wine category, the top-selling by market share subcategories were: 

• Sparkling Wine (~14%)
• Red Blend (~13%)
• Chardonnay (11%)

Top-Selling Women-Crafted Brands
Regional and world-renowned women-crafted brands dominate the market. The top-selling women-crafted brands by market share across the Beer & Hard Seltzer, Wine and Spirit categories were:

• Talkhouse Encore RTDs (founded by Ruby Honerkamp)
• Hendrick’s Gin (Lesley Gracie, Master Distiller)
• Barefoot Wines (Jennifer Wall, Head Wine Maker)
  
  

Market Share Across Categories
Market share across all categories held the line. In the weeks leading up to Valentine’s Day last year, the overall market share for Spirits and Beer & Hard Seltzer increased +15% and +10% respectively, while the Wine category declined -28%. This year, however, market share across each category is less volatile, seeing little to no reportable market share shift.

Top-Selling Subcategories
Blanco Tequila surpassed Plain Vodka as the top-selling Spirit. Last year the top-selling subcategory in the Beer & Hard Seltzer category was Light Lager (~32%), Plain Vodka (~18%) and Cabernet Sauvignon (~40%). This year, Blanco Tequila surpassed Plain Vodka as the top-selling Spirit subcategory with 15% of the market share. Light Lager and Cabernet Sauvignon continue to own top market in the Beer & Hard Seltzer and Wine categories, accounting for 27% and 16%, respectively. 

Fastest-Growing Product Types
The fastest-growing subcategories are RTDs, Reposado and Pinot Noir. Last year, buyers stocked up on Light Lager, Chardonnay and Scotch Whisky, accounting for the fastest-growing subcategories. This year, Pre-mixed Cocktail (RTD), Reposado Tequila and Pinot Noir are the fastest-growing subcategories 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%.

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.

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.

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.

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%)

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.