NielsenIQ Launches Expanded Liquor Channel Open State View for Enhanced Beverage Alcohol Measurement

NielsenIQ (NIQ), a global leader in consumer intelligence, is excited to announce the launch of its new Liquor Channel Open State view, an expanded and enhanced measurement of the Liquor Off Premise Retail Channel. This advancement broadens the scope of store coverage, refines universe statistical projections, and expands the measurement to encompass an aggregate of 31 states and Washington, D.C. (non-control markets).

This channel expansion comes on the heels of the acquisition and integration of CGA, the premier On Premise measurement solution provider in 2022, offering NIQ clients the broadest, most holistic coverage of both the on and off premise. The new Liquor Open State view represents a significant evolution from the current Liquor Plus channel view. This enhanced measurement offers more comprehensive visibility into the critical and sizeable Beverage Alcohol market, replacing the existing channel. Key benefits of the new Liquor Open State view include:

• Broader Store Coverage: Expands the base of stores measured, including a wide array of Liquor chains and independent stores.
• Improved Category Insights: Provides a better understanding of the broad assortment of products in the Beverage Alcohol category.
• Increased Channel Coverage:
  • Beer: 2.8x increase in the covered sales of the new Liquor Channel vs. the existing channel
  • Wine: 1.8x increase in the covered sales of the new Liquor Channel vs. the existing channel
  • Spirits: 2.2x increase in the covered sales of the new Liquor Channel vs. the existing channel
• State Channel View: In addition to the nationwide view, NIQ is also offering detailed Liquor channel reads for eight key states: California, Colorado, Florida, Maryland, Massachusetts, New Jersey, New York State, and Texas.

"The launch of our new Liquor Open State view marks a significant milestone in providing our clients with unparalleled insights into the Beverage Alcohol market,” said James Restivo, SVP of Beverage Alcohol Vertical with NIQ. “By expanding our measurement and enhancing our projections, we offer a more comprehensive and accurate view of this critical channel. This innovation underscores our commitment to delivering the highest quality data and helping our clients make informed decisions that drive growth."

The launch of NIQ’s new Liquor Open State view is part of a broader commitment to offering a Full View of consumer insights. By expanding data coverage across channels, sources, consumers, and regions, clients gain a competitive advantage and can capitalize on emerging trends, mitigate risks, and adapt strategies to meet evolving consumer shopping behaviors. Leveraging NIQ’s advanced platform with integrated analytics, businesses can make confident decisions that drive sustained growth and success in the dynamic Beverage Alcohol market.

"The Beverage Alcohol industry presents unique complexities and challenges. Our customers consistently emphasize the importance of comprehensive coverage and rapid insights,” said Liz Buchanan, President of North America at NIQ. “We are committed to investing in this industry to uncover new insights, create strategic growth opportunities, and enhance retail strategies. The launch of Liquor Open State exemplifies our dedication to addressing marketplace needs and our commitment to the future of measurement."

About NIQ

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in 95+ countries representing 97% of the world’s GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View^TM.

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