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

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

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.

Marketing Technology News: Virtual Pangea Reveals Plans for the First Multilayered Metaverse

“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”

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.”

Marketing Technology News: MarTech Interview with Jeffrey Ha, Chief Go-to-Market Officer at Rev

“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.”