Global market research giant Nielsen and CGA Strategy, the specialist on-trade research house, have announced a strategic partnership which will result in stronger insight into the licensed trade.
Nielsen is taking a stake in CGA, with all its UK on-trade services effectively moving over to the Stockport-based firm. The companies believe the combination of their systems and processes will result in an unparalleled insight into pubs and the on-trade as a whole.
CGA chief executive Jon Collins told ThePublican.com the deal had been agreed swiftly following an initial discussion last year.
"The primary delivery of data to the on-trade will now be through CGA," he said. "By combining different methodology, and pooling different systems we will get a more robust picutre of the market with which to model our picture of the licensed trade."
Justin Sargent, managing director of Nielsen, said: "The on-trade is a fast-moving and fragmented sector of the drinks industry both in the UK and Europe. CGA have established themselves as experts in this specialist field providing clients with a unique insight into the market.
"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."