Nielsen and BARTRENDr Launch 'Bar Moments'

Nielsen has partnered with alcohol industry analytics specialist BARTRENDr to launch a real-time mobile insights tool called Nielsen Bar Moments, which will analyse conversations taking place among alcohol consumers at bars and social gatherings in real-time.

The new tool is powered by data from BARTRENDr's online community, which consists of social media users who regularly connect, chat and share details about their night out with others. BARTRENDr captures real-time and trending topics from around the bar and social scene anywhere in the country - whether at home, on a couch with friends, or at a physical bar venue.

Nielsen will use data from the new tool to evaluate drinking related conversations and validate the impact of marketing/merchandising programs on consumers. The tool will also enable marketers to stimulate conversations and capture real-time sentiments around drinking occasions. Demographics such as millennials and multicultural consumers are strongly represented in BARTRENDR's data set, and the data captured through Nielsen Bar Moments can be analyzed by both demographics and a variety of geographic and national / local bar types.

BARTRENDr co-founder and CEO Devon Bergman says partnering with Nielsen provides his firm with the ability to help drinks suppliers understand what consumers are really saying about their brands and products, in the moment. Danny Brager, SVP of Nielsen's Beverage Alcohol practice, adds: 'We are now able to provide our clients with real-time data and diagnose discussions at a very granular level. We'll be able to offer both a measurement of what consumers buy, and what they say - inclusive of the critically important on premise channel which has been historically difficult to measure'.

Web sites: www.nielsen.com and www.bartrendr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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