NielsenIQ has announced the acquisition of CGA, a provider of on-premise insights. The deal builds on NielsenIQ’s 2009 investment in CGA and aims to deliver a comprehensive alcoholic beverage measurement and insights solution for clients looking to grow in the market.
By coming together, NielsenIQ and CGA will offer a complete view of the on- and off-premise industry. They noted that the beverage alcohol market is now worth more than $1.6trn and is expected to grow by 7% over the next five years.
A joint company statement said: “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. To enable this growth, 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 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.”
Kim Cox, SVP Client Success with NielsenIQ, added: “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.
“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.”
