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New report compares beverage alcohol markets

Nielsen CGA, a branch of New York-based Nielsen, released its first fully projected on- premise measure for the U.S. Beverage Alcohol market which takes a side-by-side look at the state of the U.S. Beverage Alcohol market compared with Great Britain, a market in which full measurement has been available for 10 years, the company says. Great Britain is a gateway for United States’ on-premise retailers and drinks businesses into Europe given the similarities between the two regions, according to the market research firm. The insights from this report highlight opportunities both domestically and internationally, it adds.

"This information aims to create a new industry standard by offering brand owners in the U.S. the same comprehensive view of the on-premise marketplace enjoyed by Nielsen CGA's clients in Great Britain," said Jon Collins, president of Nielsen CGA, in a statement. "For beverage alcohol suppliers, distributors and retailers, this enhanced view of the on-premise market will highlight new opportunities, based on projectable data, revealing trends at a category, segment and brand level."

Founded on a methodology refined more than 25 years ago, Nielsen CGA's on-premise data and insight incorporates multiple disparate data feeds, a world-class coding function and a highly sophisticated multi-stage validation process with inputs covering the majority of beer and spirits sold on-premise in the United States, it says.

Nielsen CGA's On Premise Measurement Program not only allows for a comparison to Nielsen's off-premise measurements, but also compares the alcohol beverage markets in the United States and Great Britain. Although the research notes several similarities within the on-premise channel between the two countries, it is the differences that can support the identification of opportunities for both countries, the market research firm says.

The company notes a volume growth in spirits and a decline in beer in both markets. One major contributing factor is the change of the on-premise market itself, as traditionally beer-led venues, such as the U.S. neighborhood bar and British pub, continue to close, the company says. Additionally, the data found a six-fold differential in spirit volumes between the United States and Great Britain, driven by both the larger serving size and more established cocktail culture in the United States, the company says. Within spirits, vodka has the largest volume share in both markets with tequila and rum also performing well, it adds. Other differences in the spirits categories include the fact that the performance of bourbon drives the United States to outperform in whiskey, while gin, is significantly stronger in Great Britain, it says.

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