Market research company Nielsen has taken an equity stake in on-trade consultancy CGA Strategy.
Nielsen will now transfer its UK on-trade services to CGA and will move its knowledge and methodologies to ensure a smooth transition.
"The on-trade is a fast-moving and fragmented sector of the drinks industry both in the UK and Europe," said Nielsen managing director Justin Sargent.
"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."
CGA chief executive Jon Collins added: "This agreement provides a unique opportunity to take the best parts of both services and deliver a new level of accurate four-weekly reporting to the on-trade onto which our insight will be leveraged.
"Working with Nielsen allows clients to get the complete picture across both on and off trade, delivered in the same leading edge Answers application. This will be a huge benefit to the market."