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Provi: The $61M B2B Liquor Empire
How a beverage marketplace became the operating system for the bar industry
While everyone obsesses over direct-to-consumer alcohol delivery, Provi quietly built a $61M business solving the real problem: how bars, restaurants, and retailers actually buy liquor. They're not just a marketplace—they're the operating system for the entire beverage supply chain.
"The most telling metric isn't their revenue—it's that 76% of traffic is direct. When bars need to order, they don't Google 'liquor delivery'—they go straight to Provi."
The B2B Liquor Revolution
Provi cracked the code on an industry that's notoriously fragmented and relationship-driven. Instead of trying to replace distributor relationships, they digitized them. Their platform connects buyers (bars, restaurants, retailers) with thousands of suppliers and distributors, streamlining everything from discovery to ordering to payment. The result? A 568K monthly visit platform where 21% still comes organically—proving they've built a brand that people actively seek out.
The Network Effect Play
With 344 employees and $3.2M in funding, Provi's efficiency is staggering. They're generating $178K revenue per employee—unheard of for a marketplace. Their secret? The two-sided network effect. More buyers attract more suppliers, which attracts more buyers. The top keyword 'provi' gets 15,980 monthly searches, but the real gold is 'alcohol online' at 2,610 searches. They're capturing intent at the exact moment of need.
The tech stack reveals their priorities: jQuery for legacy stability, Tailwind CSS for rapid UI development, and Google Analytics for tracking every click. But the real insight is in what's NOT there—no heavy CRM integrations, no complex ERP systems. This is a product built for speed and usability, not enterprise complexity. The 15,464 backlinks show they're building serious SEO authority in a space where most competitors are still offline.
- Direct traffic dominance (76%) signals strong brand loyalty and repeat usage
- Top keyword 'provi' gets 15,980 monthly searches—pure brand equity
- Revenue per employee of $178K beats most SaaS companies
- B2B marketplace model with clear network effects
The Unsexy Billion-Dollar Opportunity
Provi proves that in B2B, infrastructure beats disruption. They're not replacing the $200B alcohol industry—they're making it run 10x faster.
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Provi | The B2B alcohol marketplace for bars, restaurants, and retail
Manage your beverage inventory. Connect with your reps. Order what you need. All in one place with Provi.
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About provi.com
Manage your beverage inventory. Connect with your reps. Order what you need. All in one place with Provi.
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Technology Stack
provi.com uses 14 technologies across their website including Contentful, unpkg, HubSpot, and more.
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Contentful
CDN
unpkg
Marketing Automation
HubSpot
Analytics & Marketing
Google Tag Manager, Google Analytics
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Lazy Loading, Priority Hints
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Traffic & Audience
provi.com receives approximately 568.9K monthly visitors and ranks #67,527 globally. The website has a bounce rate of 24% with visitors viewing an average of 7.7 pages per visit. Users spend an average of 6:51 on the site.
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