Auckland, New Zealand – May 17, 2017 – Today, Nielsen announced the expansion of its Liquor Benchmark with the addition of Super Liquor to the liquor measurement service. The Liquor Benchmark now includes retail sales from 625 traditional liquor stores from the largest retailers; Henrys, Liquor Centre, Liquor King, Liquorland, Super Liquor, The Bottle-O, The Trusts and Thirsty Liquor.
The Nielsen Liquor Benchmark takes weekly retail sales data, at item level, from eight liquor retailers and reports a total view of the market. The benchmark allows retailers and suppliers to compare their performance and identify new opportunities for growth as well as new business generation, without disclosing an individual retailers’ sales information to competing retailers.
Geoff Smith, Commercial Development Director at Nielsen, said, “Bringing Super Liquor on board significantly expands coverage of the traditional liquor industry to both suppliers and retailers. The enhanced Benchmark helps to advance retailer-supplier collaboration with suppliers able to bring proof points around price, ranging, distribution and promotions to their retailer conversations. It’s a significant step in measuring and understanding Category and Key Account performance.”
“The systems Nielsen has available help to support store activity and growth” explains Bryan Cherry, Marketing and Merchandising Manager at Super Liquor. “The inclusion of Super Liquor into the Benchmark enables us to understand sales results and compare against the rest of the market. It provides an effective two way communication between Suppliers’ and Super Liquor’s performance. Nielsen’s overall approach to supporting the Traditional Liquor Market is one of the reasons that we chose Nielsen as our Data Agent.”
Brendon Lawry, Liquorland CEO, adds, “The Nielsen Liquor Benchmark is a tool that will deliver a view on the market performance of retailer, manufacturer, category and brand."
The announcement follows Nielsen’s Taking the Lead in Liquor event in Auckland earlier this month. Keynote speaker, Danny Brager, Senior Vice President, Nielsen U.S. Beverage Alcohol Practice, shared the latest Beer, Wine, Cider and Spirits trends from the U.S..
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. The Company’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world's population. For more information, visit www.nielsen.com.