Tue 7th Jun 2022 - NielsenIQ acquires CGA NielsenIQ acquires CGA: NielsenIQ, the global information services company, has acquired insights firm CGA. 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 stated: “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 $1.6tn 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 visualise and analyse 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, senior vice-president client success with NielsenIQ, said: “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, analyse our clients’ business across channels and provide the most complete view of business performance available.” CGA chief executive Phil Tate added: “On-premise delivers significantly in terms of dollar sales, with the consumer paying a premium for consumption in a social setting or venue. 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.” 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.”