Revolutionary SipSource Report First to Provide Timely and Transparent Wine and Spirits Distributor Depletion Data

May 13, 2019
The only source for aggregated depletion data and market trends for the $144B industry

WASHINGTON, D.C. – Wine & Spirits Wholesalers of America (WSWA), Nielsen, Vermont Information Processing (VIP), and A.T. Kearney today announced the launch of SipSource, a timely and transparent report that will provide new and rich insights to support and guide strategic-planning and critical business decisions for the wine and spirits industry.


The SipSource data report uses aggregated distributor depletion data (sales to retailers) covering an expansive portfolio of wine and spirits products sold in all trade channels across the U.S. SipSource is built from the individual store and item level, and is the only industry report based on data without sampling, projections, or estimates.


The premier report will provide key market trends and insights that are driving the wine and spirits industry, allowing businesses to see how channel and product segments are trending, benchmark their performance, and plan more accurately for the future.


Key benefits of SipSource include:


  • Actual distributor depletion data – no samples, projections, or estimates
  • Rolling 12-month volume trends and share updated quarterly
  • Comprehensive product class, segment and channel reporting
  • Data aggregated to national and regional accounts, chain and independent accounts
  • Top brand lists by category and channel
  • Comprehensive Industry Leaders Sentiment Survey updated twice a year
  • Nielsen contextual content and insights
  • Partner data for insights into control states from National Alcohol Beverage Control Association (NABCA) and direct-to-consumer wine shipments from SOVOS and Wines Vines Analytics


“As leaders in the wine and spirits industry, WSWA is proud to partner with experts in data and research to launch SipSource – the first and only accurate and complete source of depletion data,” said Michelle Korsmo, WSWA President and CEO. “Through product category and segment reporting, SipSource will provide better data and information across the industry, allowing users to gain specific insights such as how individual segments are performing across multiple on- and off-premise channels. SipSource is the first product of its kind and will be a benefit to the entire beverage alcohol industry.”


“Nielsen has a history of providing cutting-edge data and insights to the beverage alcohol industry, and we are using this expertise to further enhance the SipSource report,” said Danny Brager, Senior Vice President, Nielsen U.S. Beverage Alcohol Practice. “By providing contextual Nielsen data from both on and off premise retail sales, as well as consumer purchase dynamics across the beer, wine, and spirits category, the SipSource report will offer new and unique insights to benefit all players in the beverage alcohol market.”


“Through the work of A.T. Kearney and the Industry Leaders Sentiment Survey, SipSource offers trends and insights from industry insiders that supplements distributor depletion data with context and forward looking views as to where the industry is going,” said Sean Ryan, Partner, Food & Beverage Sector Lead, A.T. Kearney. “The survey gathers sentiments from executives in the supplier and wholesaler tiers on key trends shaping the industry and how they anticipate exogenous factors like cannabis impacting the industry. With this information, users of SipSource are able to gain knowledge and insight direct from the experts on the front line.”


SipSource is based on WSWA-membership depletion data that is compiled and aggregated by VIP. Nielsen provides contextual data and insights, and the Industry Leaders Sentiment Survey is conducted by A.T. Kearney. Participating WSWA members include Breakthru Beverage Group, Lipman Brothers, Republic National Distributing Company, Southern Glazer’s Wine & Spirits, and Young’s Market Company.


SipSource is available for purchase at the Silver, Gold, or Platinum levels. The report is delivered through an executive summary PDF that includes key insights and a comprehensive snapshot of wine and spirit industry trends. Online reporting is also available via VIP’s iDIG platform – the industry’s premier depletion reporting tool used by 20,000 industry employees. Click here to learn more about pricing options for SipSource.


The executive summary PDF and iDIG platform are updated quarterly with new information, and the Industry Leaders Sentiment Survey is conducted twice a year.


To learn more about SipSource, click here.




About WSWA

WSWA is the national trade association representing the wholesale tier of the wine and spirits industry, dedicated to advancing the interests and independence of wholesalers, distributors and brokers of wine and spirits. Founded in 1943, WSWA has more than 370 member companies in 50 states and the District of Columbia, and its members distribute more than 80 percent of all wine and spirits sold at wholesale in the U.S. Visit to learn more.


About Nielsen
Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


About VIP

Vermont Information Processing (VIP) is a privately held company that has developed solutions for the three-tier beverage industry since 1973. With a focus on both producers and distributors, VIP manages retail-level sales and daily inventory transactions. VIP’s technology platform is fully integrated into the three-tier beverage distribution network. The combination of data processing, analytical reporting, web applications, mobile applications and e-commerce provides turnkey solutions for distributors and producers.


About A.T. Kearney

A.T. Kearney is a leading global management consulting firm with offices in more than 40 countries. Since 1926, we have been trusted advisors to the world's foremost organizations. A.T. Kearney is a partner-owned firm, committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues. For more information, visit



Michael Bilello

SVP, Communications & Marketing

Wine & Spirits Wholesalers of America

805 15th Street NW, Suite 1120

Washington, DC 20005


Cell: 813-732-0180