NielsenIQ Launches Expanded Liquor Channel Open State View
NielsenIQ (NIQ) expanded and enhanced measurement of the Liquor Off Premise Retail Channel by launching Liquor Channel Open State view. 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, which offered 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 bev/al market, replacing the existing channel. Nielsen said 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."