Drinks sector joint venture Nielsen CGA has launched an on-premise measurement service for US alcohol beverage clients, called Brand Index. The service is already available to European clients.
Nielsen CGA, a JV of Nielsen and UK-based marketing intelligence firm CGA Strategy - offers market data for retailers in pubs and bars, as well as for drinks brand owners. The latest launch promises brand owners in the US the same view of the on-premise marketplace already used by drink producers and retailers in Europe, including projectable data revealing trends at a category, segment and brand level. The introduction of Brand Index follows eighteen months of investment, primary field and telephone research, combined with the application of decades of on-premise market measurement experience. In addition to tapping into CGA's industry expertise, the service will offer access to Nielsen's TDLinx on-premise database.
Brand Index will roll out in two phases this year - the first includes a universe of total US on-premise, with total drinking (bar and nightclub), total eating (fine and casual dining) and measures across nine census regions and six key markets (New York, Los Angeles, Chicago, Boston, Dallas and Denver). Phase two will incorporate additional markets and categories, provide additional granularity of reporting, and allow client customization of geographies and channels.
Jon Collins (pictured), President of Nielsen CGA, comments: 'We are delighted to bring Brand Index to the US in response to the demands of our global drinks clients. Now, as in Europe, our US partners will gain new levels of insight into the valuable and influential on premise-market'.
Web sites: www.nielsen.com and www.cgastrategy.co.uk .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.