In the UK, Nielsen has taken a stake in CGA Strategy – which offers market intelligence for retailers in pubs and bars, and for drinks brand owners – while CGA has taken over Nielsen's sales tracking activities in the sector. Terms were not disclosed.
Stockport-based CGA was formed in 1992. Its flagship Drinks Places product contains information about each of the 140,000 on-licence premises which make up the full trading universe of the on-trade market.
The companies believe the combination of their systems and processes will produce 'unparalleled insight' into pubs and the on-trade market as a whole.
CGA CEO Jon Collins explains that the primary delivery of data to the on-trade will now be through his firm: 'By combining different methodology, and pooling different systems we will get a more robust picture of the market with which to model our picture of the licensed trade'.
Nielsen MD Justin Sargent adds: 'By combining the agility and expertise of CGA with the rigour and scale of Nielsen, we will be able to provide our clients with a unique and complete service.'
Web sites: www.nielsen.com and www.cgastrategy.co.uk .