NielsenIQ has acquired leading provider of on-premise insights: CGA.
The acquisition builds on Nielsen’s 2009 investment in CGA and the business says the latest development will deliver “the most innovative and granular alcoholic beverage measurement and insights solution, with the single aim of helping clients achieve growth”.
Megan Treston, NielsenIQ's Pacific Managing Director said the local team is thrilled with Nielsen IQ's global announcement.
"We look forward to sharing details on the opportunities this acquisition will provide to the Australian and New Zealand liquor industry in the coming months," she said.
With CGA’s on-premise insights, Nielsen IQ intends to close client blind spots and deliver a complete view of on- and off-premise measurement.
It’s an unprecedented milestone for the beverage alcohol industry, and an exciting one, says NielsenIQ. It says CGA's unmatched global footprint, trusted data and innovative platform is paired with CGA’s leading sales tracking, says Nielsen IQ.
“Having visibility into on-premise sales is incredibly important for our BevAl clients, given the sheer volume of sales passing through the channel. The shutdown of bars, restaurants and nightclubs during COVID showed the volume transferability across on and off-premise channels,” says Kim Cox, SVP Client Success with NielsenIQ.
“Integrating the CGA data into our Connect platform is crucial to understand the interplay between on and off-premise, analyse our clients’ businesses across channels and provide the most complete view of business performance available.”
Globally, the beverage alcohol market is worth more than $1.6 trillion and is expected to grow by 7 per cent over the next five years.
Due to the fragmented nature of sales channels, worldwide beverage players need a cohesive read of their multi-channel sales to effectively plan for the future, says Nielsen.
CGA data and assets will be fully integrated into NielsenIQ’s Connect platform, providing the market with data accuracy and analytic solutions to stay competitive in the market.
The ability to quickly visualise and analyse data will allow clients to understand the interplay between on and off-premise performance to identify trends and gain a full view of the market.
Phil Tate, CEO of CGA says, “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.”