NielsenIQ Acquires CGA to Build Market-Leading On-Premise Measurement Capabilities

Acquisition establishes the first complete view of the on and off-premise market

Today, 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.

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 leading sales tracking.

Globally, the beverage alcohol market is worth more than $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. 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.

“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.”

“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,” says Rachel White, Managing Director UK & Ireland, NielsenIQ. “Our commitment to invest and innovate on a global scale with breakthrough leading channel coverage is going to power growth for clients globally.”

About NielsenIQ

NielsenIQ, a global information services company, delivers the gold standard in consumer and retail measurement, through the most connected, complete, and actionable understanding of the evolving global, omnichannel consumer. NielsenIQ is the source of confidence for the industries we serve and the pioneer defining the next century of consumer and retail measurement. Our data, connected insights, and predictive analytics optimize the performance of CPG and retail companies, bringing them closer to the communities they serve and helping to power their growth.

NielsenIQ, an Advent International portfolio company, has operations in 90+ markets, covering more than 90% of the world’s population. For more information, visit NielsenIQ.com.

About CGA

CGA Strategy Ltd is the data and research consultancy of choice for the out-of- home food and drinks market, specializing in market measurement, consumer research and location planning. What sets CGA apart is its unique ability to access the three key types of data (supply, demand and consumer) and then triangulate this data to provide the most complete and accurate picture of anyone in the out-of- home sector. From its offices in Manchester, U.K., and Chicago, U.S., CGA experts work with many of the world's biggest consumer brands, including drinks manufacturers, consumer brand owners, food suppliers and wholesalers as well as pub, bar and restaurant retailers and government entities. Founded in 1992, CGA's mission is to use its phenomenal data and expert insight of the leisure industry to give these brands the competitive edge, and get them where they want to be, faster. To learn more, visit: www.cga.co.uk.

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