Provi, a leading provider of digital and content solutions designed to streamline connections across the three-tier beverage alcohol system, has announced a major strategic shift toward a digital-first future. The company will transition its Provi-owned Beverage Media print journals—longstanding staples in New York, New Jersey, and Florida—into online formats. Moving forward, licensed retailer access to distributor pricing and product catalogs will be integrated directly into Provi’s B2B marketplace, while the brand’s acclaimed editorial coverage will continue through SevenFifty Daily, the company’s dedicated digital publication.
This move reflects not only the evolving needs of the beverage alcohol industry but also Provi’s broader commitment to sustainability and modernization. The transition marks the end of an era for Beverage Media, often described as “the industry bible,” while simultaneously setting the stage for a new chapter focused on digital innovation and accessibility.
A 90-Year Legacy Meets a Digital Future
For nearly nine decades, Beverage Media has been at the heart of industry communication, providing retailers with distributor pricing, product updates, and trade insights. Its regional editions served as a critical tool for businesses navigating the complexities of the three-tier system. Generations of industry professionals have relied on its pages to discover new products, monitor price changes, and better understand evolving consumer trends.
By transitioning entirely online, Provi seeks to build on this legacy rather than replace it. The company aims to bring the same trusted resources to a broader, faster, and more modern digital environment. The move ensures that distributors, retailers, and suppliers continue to have a reliable platform for communication, only now in a format that reflects today’s increasingly digital business practices.
Industry Leaders Weigh In
Provi executives describe this shift as a natural evolution for the industry.
“For decades, Beverage Media set the standard for how the three-tier system communicated,” said Andrew Levy, Chief Corporate Affairs Officer and General Counsel at Provi. “As these services move online, we are upholding those same standards of compliance, transparency, and accessibility—while investing in digital solutions that ensure the three-tier system continues to thrive in today’s marketplace.”
Larry Lee, Vice President of Publishing for Beverage Media, underscored the sense of continuity behind the change. “The December issue will mark the final chapter of Beverage Media in print—closing a remarkable 90-year run,” Lee said. “But from the beginning, our mission has been to serve the trade. That mission continues through Provi’s B2B platform and through our journalism at SevenFifty Daily, where we’ll keep delivering the news, trends, and insights that matter to this industry.”
Retailers, too, see the move as a way to strengthen industry connections in a fast-changing business environment. “Retailers need access to timely, accurate information to serve their customers and manage their businesses effectively,” said Michael A. Correra, Executive Director of the Metropolitan Package Store Association and owner of Michael-Towne Wines & Spirits. “As a long-time user of Provi to help run my store, I’m confident that moving Beverage Media’s offerings online ensures that licensed beverage retailers have the tools they need to succeed in a rapidly evolving marketplace.”
Sustainability at the Core
While modernization and improved access are key goals, Provi also emphasizes sustainability as a driving factor in its digital-first strategy. On average, Beverage Media printed nearly 30 million pages annually across its regional editions. By shifting fully online, Provi reduces that environmental footprint significantly, eliminating waste while offering richer, real-time updates and broader digital distribution.
This aligns with the company’s stated commitment to creating a more sustainable future for the beverage alcohol industry. By integrating technology with tradition, Provi hopes to demonstrate how business growth and environmental responsibility can go hand in hand.
What Retailers Can Expect
With distributor catalogs and pricing information moving online, retailers will gain streamlined access to the tools they need most. By connecting directly to Provi’s B2B marketplace, retailers will have faster access to information, simplified ordering processes, and a centralized hub to manage interactions with distributors and sales representatives.
The digital transformation means that updates, which once took weeks to appear in monthly print editions, can now be published and accessed in real time. This ensures that retailers are always equipped with the most current information, improving both efficiency and competitiveness in the marketplace.
The Role of SevenFifty Daily
Editorial content will continue through SevenFifty Daily, which has been publishing leading industry journalism since 2017. The publication has built a reputation for delivering in-depth reporting on trends, policies, and issues shaping the beverage alcohol trade. With the transition, former subscribers to the Beverage Media print editions in New York, New Jersey, and Florida can expect continuity and even expanded coverage online.
Provi has made it clear that SevenFifty Daily will remain a cornerstone of its mission to connect the industry’s three tiers—suppliers, distributors, and retailers. By combining editorial excellence with cutting-edge technology, Provi ensures that its readers and users are well-informed and well-connected in an industry that continues to evolve rapidly.
