The acquisition, for an undisclosed fee, follows NielsenIQ’s 2009 investment into CGA and will seek to provide granular alcoholic beverage measurement and insight tools.

CGA assets and data will be fully integrated into Nielsen’s Connect data analysis platform as part of the deal.

NielsenIQ said that it would work with CGA to close client blind spots and deliver a complete view of on- and off-premise measurement in an alcohol industry currently valued at more than $1.6 trillion and expected to grow by 7% over the next five years.

Kim Cox, senior vice-president client success at NielsenIQ, said: “The shutdown of bars, restaurants and nightclubs during Covid-19 showed the volume transferability across on and off-premise channels.

“Integrating the CGA data into our Connect platform is crucial to understand the interplay between on- and off-premise, analyse our clients’ business across channels and provide the most complete view of business performance available.”

Phil Tate, chief executive at CGA, said: “On-premise delivers significantly in terms of dollar sales, with the consumer paying a premium for consumption in a social setting or venue.

“If you’re viewing on- and off-premise data in silos there are blind spots to the total market, customer insights and total business performance.”