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 expansion includes:
- 19 total DMA’s: Chicago, New York, Los Angeles, Denver, Dallas, Boston, Miami, Tampa, San Francisco, Seattle, Washington DC, Houston, Philadelphia, Atlanta, Nashville, Phoenix, San Diego, New Orleans, Las Vegas
- Performance tracking in 15 individual states: California, New York, Texas, Illinois, Florida, Colorado, Arizona, Nevada, Tennessee, Louisiana, Ohio, Pennsylvania, North Carolina, Washington, Georgia
- Measurement across four subchannels: 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
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, 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.”
CGA’s OPM service is the only fully projected, extensively validated, measure of beverage alcohol performance in the American On Premise. Used to track share and trends by all of the leading beverage suppliers, OPM is the most robust view of sales performance for bars and restaurants ever produced in the US.
For further details on CGA’s On Premise Measurement solutions, along with support in understanding trends at category, segment and brand level within the On Premise, contact Matthew Crompton at Matthew.Crompton@cgastrategy.com
