The deal builds on NielsenIQ’s 2009 investment in CGA and aims to deliver an innovative and granular alcoholic beverage measurement and insights solution, to help enable clients achieve growth.
This will result in coverage being accelerated, which will look to close blind spots and deliver a complete view of on and off-trade measurement.
With an estimated worth of $1.6 trillion (about £1.28 trillion), globally the beverage alcohol market is expected to grow by 7% over the next five years.
As a result of the fragmented nature of sales channels, worldwide beverage players need a cohesive read of their multi-channel sales to help plan effectively for the future.
Visibility into on-premise
In order for this growth to be enabled, CGA data and assets will be fully integrated into NielsenIQ’s Connect platform, giving the market accurate data and analytic solutions to aid remaining competitive in the market.
The ability to quickly visualise and analyse data will help clients to understand the interplay between on and off-trade performance to identify trends and gain a full view of the market.
“Having visibility into on-premise sales is incredibly important for our beval clients, given the sheer volume of sales passing through the channel,” said Kim Cox, SVP Client Success with NielsenIQ.
“The shutdown of bars, restaurants and nightclubs during Covid showed the volume transferability across on and off-premise channels.
“Integrating the CGA data into our Connect platform is crucial to understand the interplay between on and off-premise, analyse our clients’ business across channels and provide the most complete view of business performance available.”
Commitment to invest and innovate
CGA has the ability to access three key types of data – supply, demand and consumer, which it triangulates to provide an accurate and complete picture of anyone in the out-of-home sector.
Group chief executive Phil Tate said: “On-premise delivers significantly in terms of dollar sales, with the consumer paying a premium for consumption in a social setting or venue.
“If you’re viewing on and off-premise data in silos there are blind spots to the total market, customer insights and total business performance.”
NielsenIQ UK and Ireland managing director Rachel White said the investment means the company can continue to partner with leading companies that provide unique solutions to complement our industry-leading data measurement, analytics and insights capabilities.
She added: “Our commitment to invest and innovate on a global sale with breakthrough leading channel coverage is going to power growth for clients globally.”