Breakthru Beverage Group Renews Partnership with Provi to Advance Digital Strategy

CHICAGO, Jan. 22, 2025 — Breakthru Beverage Group, a leading North American beverage alcohol distributor, has renewed its partnership with Provi, the largest B2B digital marketplace for the beverage alcohol industry. This extension demonstrates Breakthru’s commitment to delivering a convenient digital ordering experience, offering retailers the flexibility to place orders through their preferred channels across the company’s 16 U.S. markets.

According to a recent report by McKinsey & Co, B2B decision-makers now engage with an average of 10.2 channels throughout their buying journey—up from just five in 2016. The report highlights that B2B buyers expect personalized experiences on their preferred channels and the ability to transition seamlessly between them, making a cohesive, integrated omnichannel strategy a vital component of a company’s growth.

“At Provi, we’re focused on empowering distributors like Breakthru Beverage Group to connect with existing retail customers and unlock new points of distribution," said Taylor Katzman, Founder and CEO of Provi. “We are thrilled to extend our partnership with Breakthru and remain an integral part of their omnichannel presence.” 

This partnership reflects Breakthru’s holistic, omnichannel approach to serving customers with exceptional service and ease through every channel, including digital. By complementing Provi’s intuitive marketplace with its proprietary digital-ordering and account management solution, BREAKTHRU NOW, retailers gain expanded access to Breakthru’s extensive catalog of wine, spirits, beer, and emerging beverage brands. Provi improves product visibility, enables communication with Breakthru sales reps, and serves as a discovery tool where retailers can explore products before placing orders through traditional methods or BREAKTHRU NOW.

“At Breakthru, we continue to focus on being the easiest distributor to work with,” said Mike Boswell, Vice President, Digital & eCommerce, Breakthru Beverage Group. “Provi’s marketplace provides strong value and time savings for retailers who prefer this method of ordering our products. It is essential for us to meet our customers where they are and provide an elevated digital experience at every touchpoint. We’re excited to continue our partnership with Provi, offering optionality and convenience for our customers.”

About Provi 

Provi is the largest online B2B marketplace that simplifies the complex process of ordering wholesale alcohol by connecting buyers, distributors, and suppliers. Active in all markets throughout the U.S., Provi’s robust online marketplace improves communication and efficiency between on- and off-premise buyers and distributors. Provi's suite of offerings also includes the Beverage Media properties with an industry legacy dating back to the repeal of prohibition, along with SevenFifty Daily, an award-winning industry publication discussing the beverage alcohol business and culture.

About Breakthru Beverage Group

Breakthru Beverage Group is one of the leading beverage wholesalers in the United States and the largest broker in Canada, representing a portfolio of premier spirits, wine, beer, and non-alcoholic brands. Breakthru is family-owned and operates in 16 markets with more than $8.6 billion in annual sales and a team of 9,500 dedicated associates. The company delivers world-renowned beverage brands to the doorsteps of North America’s retail, convenience, bar, and restaurant businesses, and has been named a “U.S. Best Managed Company” for three years in a row.