Provi and CMC Partner to Support Trade Education on B2B Digital Tools

CHICAGO--(BUSINESS WIRE)--​Provi, the industry leader in creating B2B digital and content solutions that seamlessly connect all tiers of the beverage alcohol market, today announced a partnership with Corporate CounterMeasures Corp (CMC), a firm that connects all three tiers of distribution with their services. Launching in Ohio, the partnership will help drive distributor growth by enhancing connectivity with retail buyers through trade education on B2B digital ordering solutions.

This strategic collaboration aims to deepen understanding of how licensed retailers in Ohio can connect with distributor partners across beer, wine, and low-proof spirits through digital solutions. By leveraging Provi’s centralized B2B marketplace, retailers can manage orders and communicate with their sales reps in one place - reducing friction and easing administrative workloads for sales teams. The initiative also supports broader enablement on digital sales tools, empowering distributor reps to engage with retailers in a more consultative and value-driven way.

“Our mission at Provi is to strengthen the connection between tiers across the beverage alcohol industry,” said Andrew Levy, Chief Corporate Affairs Officer, Provi. “This partnership brings us closer to that goal by helping distributors stay digitally connected to their retail customers - ultimately driving growth and enhancing the overall experience for both sides. The CMC team brings deep industry expertise and tenure, and we’re excited to work with them to further advance overall growth for the beverage alcohol sector.”

According to a recent report, the restaurant industry continues to face staffing challenges, including turnover rates nearing 80%, and operators are turning to technology to increase efficiency. With 95% of restaurateurs identifying tech as a key driver of operational success, this partnership supports the industry’s evolving needs by offering a more streamlined, connected way for retailers and sales reps to work together.

“Retailers and distributors today are navigating real operational and growth challenges,” stated Austin Sawyer, President at CMC. “Our partnership with Provi will help broaden awareness around B2B digital tools - helping both tiers stay better connected and freeing them up to focus on what matters most.”

About Provi (www.provi.com)

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 Corporate CounterMeasures Corp. (CMC)

CMC focuses on bringing current-day solutions to the beverage world by connecting all three tiers of distribution with their services. CMC is a beverage solutions company that employs more than 100 people across the country and has a vast amount of beverage industry experience that allows them to maximize growth opportunities across all partnerships.