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§ Private Profile · 311 W Monroe St Suite 411 Chicago, Illinois 60606, USA
Provi is a company.
Provi has raised $100.0M across 4 funding rounds.
Key people at Provi.
Provi has raised $100.0M in total across 4 funding rounds.
Provi operates a B2B marketplace for the wholesale alcohol industry, connecting buyers like bars and retailers directly with distributors and suppliers. The company streamlines beverage alcohol purchasing and inventory management. Provi simplifies the fragmented three-tier system through efficient communication and transaction processing, moving selection to fulfillment onto a unified digital platform.
Taylor Katzman founded Provi in 2016, driven by clear inefficiencies in alcohol purchasing. He noted the industry's reliance on outdated methods like calls and paperwork caused significant disorganization and communication breakdowns. His insight was to develop a modern digital solution, centralizing and optimizing this chaotic workflow into an intuitive online ordering system.
Provi serves various alcohol sector professionals, including buyers, distributors, and suppliers. Its vision is to become the leading technology partner for the beverage alcohol industry by continuously refining its marketplace and e-commerce services. Provi aims to optimize the entire supply chain, empowering stakeholders to manage operations and enhance customer service.
Key people at Provi.
Provi has raised $100.0M in total across 4 funding rounds.
Provi's investors include Jeff Lerman, Nilam Ganenthiran, Bessemer Venture Partners, CPMG, Nosara Capital, Interplay Ventures, Hyde Park Venture Partners, Hyde Park Angels, Ludlow Ventures, Sandalphon Capital, Blu Venture Investors, Revolution.
Provi has raised $100.0M across 4 funding rounds. Most recently, it raised $75.0M Series C in September 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Sep 21, 2021 | $75M Series C | Jeff Lerman | Nilam Ganenthiran, Bessemer Venture Partners, Cpmg, Nosara Capital | Announced |
| Apr 1, 2020 | $20M Series A | — | Interplay Ventures | Announced |
| May 1, 2018 | $4M Seed | Hyde Park Venture Partners, Hyde Park Angels, Ludlow Ventures, Sandalphon Capital | BLU Venture Investors, Revolution | Announced |
| Dec 1, 2016 | $1M Seed | — | BLU Venture Investors, Hyde Park Venture Partners, Revolution | Announced |
Provi is the largest B2B online marketplace for the U.S. beverage alcohol industry, simplifying wholesale ordering by connecting licensed retailers (bars, restaurants, shops), distributors, and suppliers within the regulated three-tier system.[1][2] It serves on-premise and off-premise buyers across 49 states with over 750,000 trusted product listings from distributor portfolios, addressing fragmented purchasing workflows like texts, calls, and paper orders through digital tools that boost efficiency, revenue, and order frequency—distributors report 18-37% higher revenue per retailer and up to 41% more orders.[1][2] Provi's growth is strong, with over $5 billion in gross merchandise volume (GMV) by November 2025, recent integrations like Ohio's OHLQ wholesale cloud, and recognition as a 2022 Crunchbase Emerging Unicorn.[2][5]
Headquartered in Chicago with an Austin office and 175+ remote U.S. team members, Provi recently acquired SevenFifty (including Beverage Media) to enhance its digital ecosystem, phasing out print for sustainable online catalogs, pricing access, and award-winning journalism via SevenFifty Daily.[1][4]
Founded in 2016 in Chicago by Taylor Katzman (CEO), Provi emerged from frustrations with the "constant chaos" of beverage alcohol ordering—texts, paper stacks, missed calls, and lost communication plaguing the three-tier system for decades.[1][2] Katzman and the team, blending former hospitality pros, tech experts, startup veterans, and industry enthusiasts, built an innovative digital ordering solution to streamline connections across buyers, distributors, and suppliers.[2][5]
Early traction came from expanding to all U.S. markets, creating the most comprehensive database of distributor portfolios. Pivotal moments include joining forces with SevenFifty (with roots to Prohibition's repeal), surpassing $5B GMV in 2025, and partnerships like DISCUS membership and Johnson Brothers expansion, solidifying its role in modernizing a legacy industry.[1][2][6][8]
Provi rides the digital transformation wave in beverage alcohol, a $280B+ U.S. industry bound by three-tier regulations post-Prohibition, where legacy manual processes hinder efficiency amid e-commerce growth in hospitality.[1][2][4] Timing is ideal: post-pandemic shifts to online ordering, rising demand for data-driven insights, and sustainability pressures favor Provi's tech over print, enabling faster updates and broader access in a fragmented market.[4]
Market forces like state expansions (e.g., Ohio integrations), association education on digital procurement, and supplier/distributor needs for better retailer ties amplify its influence—Provi educates via webinars on trends, inventory, and relationships, while GMV milestones signal ecosystem adoption.[2][3] It preserves three-tier integrity while influencing modernization, partnering with giants like DISCUS and Johnson Brothers to shape compliant tech standards.[6][8]
Provi is poised for unicorn status and beyond, leveraging $5B+ GMV momentum, digital pivots, and 49-state coverage to dominate B2B alcohol wholesale amid rising e-commerce and sustainability demands.[2][4][5] Next steps likely include deeper AI-driven recommendations, international three-tier adaptations, and expanded content via SevenFifty to lock in network effects.
Trends like regulatory tech (RegTech) evolution, hospitality recovery, and data analytics for personalization will propel growth, potentially evolving Provi into the indispensable hub influencing industry standards and efficiency at scale—transforming "chaos" into seamless connections, as its mission promises.[1][2]
