Republic National Distributing Co. (RNDC), one of the largest beverage alcohol distributors in the U.S., has entered into a national integration agreement with Provi, a l B2B ecommerce marketplace for the alcohol industry, marking a significant step in the digital transformation of alcohol distribution.
The agreement follows what the companies described as “a mutually satisfactory resolution of the lawsuit” originally filed by Provi in 2022. While neither side disclosed further details of the legal resolution, the move clears the way for a collaborative technology partnership aimed at expanding ecommerce access and streamlining digital ordering for licensed retailers.
Announced Monday, the new partnership will allow RNDC’s expansive portfolio of wine and spirits to be accessed and ordered directly through Provi’s platform, with integration set to begin rolling out later this year. RNDC’s existing ecommerce platform, eRNDC, will remain in place, but Provi will now serve as an additional channel in RNDC’s omnichannel strategy.
“This collaboration will provide licensed retailers across U.S. markets served by RNDC with enhanced access to the distributor’s portfolio via Provi’s marketplace,” the companies stated in a joint press release. “The new integration aligns with RNDC’s commitment to meet evolving customer needs and deliver the best-in-class omnichannel customer experience no matter where they start their journey.”
From the distributor’s perspective, the deal represents a strategic bet on multi-channel digital engagement and a broader shift toward platform interoperability in the traditionally siloed alcohol supply chain. By integrating with Provi, RNDC aims to simplify how on- and off-premises retailers discover and purchase inventory, without forcing customers to change their existing workflows.
“Our purpose is to serve the evolving needs of our partners—our associates, suppliers, customers, and the broader industry,” said Bob Hendrickson, president and CEO of RNDC. “This agreement reflects our continued focus on smart, practical innovation that enhances how we serve the industry. By partnering with Provi, we will give customers more flexibility in how they work with us, while maintaining the reliability and consistency they expect from RNDC.”
For distributors like RNDC, the move signals an acknowledgment of retailers’ increasing demand for flexible, digitally enabled ordering experiences. Integration is expected to reduce friction in the ordering process and improve visibility across inventory and promotions, particularly for smaller retailers without internal procurement platforms.
Provi CEO Taylor Katzman echoed the industry-wide significance of the deal: “We are excited to work alongside the RNDC team to advance our shared vision for the industry,” Katzman said. “Provi and RNDC are committed to improving the beverage alcohol space while supporting the evolving needs of retailers and their distributor partners—within the framework of the three-tier system. This strategic relationship brings us closer to building a more efficient and connected industry.”
The agreement is also a notable moment in the ongoing evolution of the B2B alcohol distribution model, as more players across the three-tier system adopt technology to digitize order management, product discovery, and analytics. While ecommerce adoption in the alcohol space has historically lagged other sectors due to regulatory complexity, partnerships like RNDC-Provi suggest momentum is accelerating.
The integration is slated to roll out market by market later in 2025.
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