Nielsen IQ acquired CGA, a provider of on-premise insights. The acquisition, terms of which weren’t disclosed, builds on NielsenIQ’s 2009 investment in CGA and will deliver the most innovative and granular alcoholic beverage measurement and insights solution, with the single aim of helping clients achieve growth.
Combining the two firms will give global players “a cohesive read of their multi-channel sales to effectively plan for the future,” NielsenIQ said.
“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, analyze our clients’ business across channels and provide the most complete view of business performance available.”
“On-premise delivers significantly in terms of dollar sales, with the consumer paying a premium for consumption in a social setting or venue,” says Phil Tate, CEO of CGA. “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.”