NielsenIQ has acquired data and research consultancy CGA to expand its coverage of the alcoholic drinks sector.
Based in Chicago in the US and Manchester in the UK, CGA specialises in the out-of-home food and drinks market, working with some the world’s biggest consumer brands, including drinks manufacturers, suppliers and wholesalers, as well as pubs, bars and restaurants.
NielsenIQ said the deal would give it “market-leading” on-premises measurement capabilities, establishing a complete view of the on and off-trade alcoholic beverage market.
The acquisition builds on NielsenIQ’s 2009 investment in CGA and would deliver “the most innovative and granular alcoholic beverage measurement and insights solution” in the market, the global information services company added.
Globally, the alcoholic drinks category is worth more than $1.6trn and is expected to grow by 7% over the next five years, according to NielsenIQ.
Following the transaction, CGA data and assets will be integrated into NielsenIQ’s Connect platform, helping clients to understand the connections between on and off-trade performance, 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, a NielsenIQ senior vice president.
“The shutdown of bars, restaurants and nightclubs during Covid showed the volume transferability across on and off-premise channels.”
CGA chief executive Phil Tate added: “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.”
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