SipSource is the only trusted provider of accurate wine and spirits market insights based on aggregated distributor depletion data. With data representing over 60% of wholesale products by volume across all 50 states and covering more than 150,000 product SKUs from over 450,000 outlets, SipSource delivers unparalleled visibility into the industry. All data comes directly from Wine & Spirits Wholesalers of America (WSWA) family-owned wine and spirits distribution companies and is never shared or sold to third-party providers.

Built from detailed, single-product transactions between wholesalers and retailers, SipSource offers verified, primary-source data that provides both reliable historical trends and forward-looking forecasting capabilities.

Exclusive Insights for Subscribers

 Subscribers gain access to comprehensive reports, including channel and sub-channel trends for on-premise venues like restaurants, bars, and nightclubs. SipSource also breaks down data by product segment, price tier, U.S. Census divisions, wine regions, varietals, and more, giving users unrivaled market segmentation and insights.

Industry-Leading Forecasting

Powered by advanced machine learning, SipSource Forecasting models incorporate distributor depletions and key macroeconomic indicators such as inflation, unemployment, and consumer confidence. Each model is rigorously tested for accuracy, with Mean Absolute Percentage Error (MAPE) consistently between 1-5%—an industry benchmark for precision.

FEATURING DATA FROM

Chain, independent, national and regional account share and trends.	On- and off-premise channels share and trends.	Spirits and wine classes rolling 12-month share and trends.
Weighted Nielsen/depletion trends by state.	Industry Leaders Sentiment Survey insights.	Integrated data from Nielsen and other sources.

Data Process: Data containing each participant’s proprietary naming, numbering, and classification of products and outlets is sent to VIP. VIP transforms those disparate data sets into a harmonized aggregation of U.S. wine and spirits industry volume. The resulting data is standardized by retail outlet attributes (premise type, class of trade, chain/independent, etc.) and product attributes (category, class, segment, etc.). Data is verified and validated on an ongoing basis.

Metrics & Statistics: SipSource data is reported in 9L case equivalent depletion volume growth and share from over 144K wine and spirits products and over 330K on- and off-premise accounts. Share and trend change is also available. SipSource uses these primary metrics to measure and trend data (rolling 12-months).