CGA by NIQ’s On Premise Measurement Now Live in Canada, reveals Whiskey’s stronghold in Alberta and its contribution to the markets growth

Spirits sales in Canada’s On Premise are relatively flat vs YA despite shrinking distribution levels due to the changing dynamics of the channel.
Find out more about OPM here

CGA’s by NIQ’s new On Premise Measurement (OPM) service reveals manufacturer, category, and brand sales at national, province and city levels. 


CGA’s first-of-its-kind solution in Canada brings clarity to sales performance in the traditional On Premise channel (bars, pubs, restaurants, nightclubs). Manufacturers can now unlock visibility beyond headline shipment data that is only made available across select provinces, to quantify their share of the market along with competitive benchmarking.


Nationally, Spirits sales by volume is slightly behind where it was over the previous 12 months with a negative trend of -0.1%. While the decline is minimal, OPM unlocks category and brand performance further, demonstrating the ability to drill into select pockets of the market and understand their respective nuance and what’s contributing to overall change.


In a market like Alberta, Spirits growth outpaces the national trend, experiencing growth vs YA with a trend in volume sales of +1.3%. Driving this, is the prominence and increase of Whiskey sales in particular. Of all provinces, Whiskey has its largest volume share of total spirits in Alberta (26%, +8pp vs national average). Not only is it the leading share holder, but it is also in strong growth vs YA (+8.0%, +0.8% nationally). These increases are predominantly through Calgary, and can largely be contributed to the category maintaining its pace in distribution (-1.6% vs YA) which is a substantial mark vs Whiskey’s trend across the Alberta as a whole (-3.1%), but also nationally (-7.2%).


The launch of OPM in Canada builds on CGA by NIQ’s ten years of industry-leading provision in the US, enabling global suppliers to now collectively view channel performance in North America all in one centralized format and reporting. Looking ahead, CGA by NIQ will be fully measuring Beer with it’s upcoming launch in April.


Mitch Stefani, Client Solutions Director – Americas at CGA by NIQ, said: “We’re proud to be illuminating areas of On Premise sales reporting in Canada that have been dark until now. In revealing the full landscape of Spirits sales out of bars and restaurants, OPM helps the industry move forward in pinpointing both national and regional trends with full range visibility across products and manufacturers”.


Mike Ljubicic, Managing Director – Retail, Canada, at NIQ said: “NIQ is excited to be able to provide a full view of consumers Bev Al consumption and learning behaviours from ON-PREMISE that influence their decisions for in-store purchases”.  



CGA by NIQ’s OPM service in Canada has delivered its first impact report, with more insights to follow on a monthly cadence for subscribers. To learn more about OPM and CGA’s On Premise solutions, click here and email Mitch Stefani at


Watch more expert insights into Canada’s On Premise in this CGA by NIQ webinar.


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