CGA by NielsenIQ, a leader in on-premise beverage alcohol measurement, announced significant developments to enhance its core On-Premise Measurement (OPM) Solution, which include expanded target markets brand measurement, and integration of off-premise data, for a complete beverage alcohol measurement for the industry.
CGA’s flagship OPM service has changed the game for U.S. suppliers and distributors, allowing clients to track on-premise shares and trends in the industry. The enhanced OPM methodology includes thousands of additional point-of-sale (POS) data points, a digital data acquisition program to track menus from bars and restaurants, an extensive audit process that enables tracking of hidden volumes, such as “well” products and craft beer, and unparalleled levels of validation data.
The resulting OPM expansion includes:
- 19 total designated market areas (or DMAs): Chicago, New York, Los Angeles, Denver, Dallas, Boston, Miami, Tampa, San Francisco, Seattle, Washington DC, Houston, Philadelphia, Atlanta, Nashville, Phoenix, San Diego, New Orleans and Las Vegas.
- Performance tracking in 15 individual states: California, New York, Texas, Illinois, Florida, Colorado, Arizona, Nevada, Tennessee, Louisiana, Ohio, Pennsylvania, North Carolina, Washington and Georgia.
- Measurement across four sub-channels: casual dining, fine dining, bar and nightclub.
- Two new facts: spirits price tier and product class weighted distribution.
- Tracking of small, premium brands on an ongoing basis
A Key Way to Understand Developments Across Markets
“OPM has become the flagship on-premise measurement tool in the U.S., and we are excited to provide these enhancements to better serve the industry,” said Matt Crompton, regional director, North America, CGA. “Suppliers will now be able to work with their distributors and customers to understand share and trends in key markets such as Texas, Las Vegas, Miami, and many more.”
In June 2022, NielsenIQ acquired CGA, to provide a complete view of the total beverage alcohol market using on- and off-premise data. OPM will now be available in NielsenIQ’s Discover platform, allowing for integrated on/off-premise reporting for the first time. The enhanced OPM capabilities are a critical functionality to help manufacturers, distributors, stores, and restaurants assess opportunities and meet their goals.“
For years, the beverage alcohol industry has needed true on/off-premise integration, and following NielsenIQ’s acquisition of CGA, we can finally bring this to the market,” said Kim Cox, senior vice president of beverage alcohol thought leadership at NielsenIQ. “The ability to view on-premise, off-premise, and total market performance in one place will put our clients at a significant advantage when understanding sales performance.”
For more on CGA by NielsenIQ and its On-Premise Measurement Solution, visit CGAStrategy.com.
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