NielsenIQ, a global information services company, announced the acquisition of CGA, the definitive provider of on-premise insights. This acquisition 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.
What does the acquisition mean for the industry?
NielsenIQ and CGA will come together and accelerate coverage – closing client blind spots and delivering a complete view of on- and off-premise measurement. It’s an unprecedented milestone for the beverage alcohol industry, and an exciting one as NielsenIQ’s unmatched global footprint, trusted data and innovative platform is paired with CGA’s sales tracking.
The beverage alcohol market is worth over $1.6 trillion and is expected to grow by 7% 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.
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 visualize and analyze 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.
What are the executives’ thoughts on the acquisition?
“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, Senior Vice President 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,” Kim Cox further commented.
“On-premise delivers in terms of dollar sales, with the consumer paying a premium for consumption in a social setting. If you’re viewing on and off-premise data in silos there are blind spots to the market, client insights and business performance,” said Phil Tate, CEO, CGA.
Commenting on the acquisition, Rachel White, Managing Director UK & Ireland, NielsenIQ said, “With this investment, NielsenIQ continues to partner with leading companies that provide unique solutions to complement our industry-leading data measurement, analytics and insights capabilities. Our commitment to invest and innovate on a global scale with breakthrough leading channel coverage is going to power growth for clients globally.”
