Provi Weighs In On E-Commerce Trends

Mirroring the broader market, online beverage alcohol marketplace Provi has reported a surge in spending for spirits-based RTDs like High Noon Sun Sips over the past year, according to its annual Pulse report highlighting developments in B2B e-commerce. Other trends include consumers’ continued move upward on the premiumization ladder, “conscious consumption,” adoption of digital ordering technology, and the role social media plays in driving interest in niche cocktails.

According to Impact Databank, the spirits-based RTD category approached 40 million cases in the U.S. last year, and that growth was in full display at Provi, where the most ordered brands included Tip Top Proper Cocktails Old Fashioned and the High Noon Variety 12-pack. Crown Royal’s Whisky Cocktail line also found strong support for its Washington Apple and Peach Tea options. The fastest growing products again included the High Noon Variety Pack, as well as Deep Eddy Ruby Red Grapefruit Vodka Soda and Monaco Watermelon crush, among others. “The versatility and variety in RTD flavors appeal to more consumers than beer—especially among Gen Z and Millennials—piquing consumer interest in those just entering the beverage alcohol market,” Provi said.

As for premiumization, Provi highlighted top products across price tiers. The top premium spirit was Tito’s Vodka, while the top super-premium was Crown Royal, with Hennessy VS Cognac the top ultra-premium option. Internet virality is something that retailers and particularly bar owners should bear in mind moving forward, Provi says, highlighting the surge in demand for the Negroni Sbagliato cocktail following its reference by one of the stars of the Game of Thrones spin-off House of the Dragon, which created a crunch for proprietors trying to obtain Campari and Prosecco.—Danny Sullivan

Tagged : Crown Royal, Deep Eddy, High Noon, Monaco, Provi, Tip Top Proper Cocktails

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