New York, NY, February 10, 2016 – Nielsen and Craft Brew Alliance announced today that Nielsen will be the company’s preferred provider of consumer insights and analytics. Craft Brew Alliance joins Nielsen’s growing roster of clients in the beverage alcohol category.
Nielsen and Craft Brew Alliance have entered into a contractual relationship that will provide a wide-ranging view of the consumer marketplace through Nielsen’s vast suite of products and services. Nielsen’s retail leadership and relationships will be the foundation for analyzing key business issues such as price, assortment and promotions. As new technology and shared information changes the way consumers make decisions, Nielsen’s advanced data reporting and consumer insights will offer Craft Brew Alliance a comprehensive view of the consumer, allowing them to stay on top of changing trends and habits.
“This important relationship provides a strategic growth opportunity for Craft Brew Alliance, allowing them access to the in-depth consumer and marketplace insights,” said Jeff Silvas, director business development, Nielsen. “Craft Brew Alliance is already a leader in the craft beer category, this relationship will enable them to focus on what they do best, making great beer, while Nielsen focuses on the information and analytics that will support their long term business objectives.”
“Over the past year, Craft Brew Alliance has been focused on strengthening our data and analytics capabilities to enhance how we support our key account partners in bringing our beers to market,” said Mary Woodka, senior director of channel strategy for Craft Brew Alliance. “We were looking for a way to holistically analyze the retail landscape, better assess our business internally, as well as tap into key behavioral trends among craft beer consumers. Our relationship with Nielsen ensures we have comprehensive and current data on the marketplace, the channels where our brands are sold, and consumer insights so that we can meet the needs of our retail partners and ultimately our consumers.”
About Craft Brew Alliance
Craft Brew Alliance is a leading craft brewing company, which brews, brands and markets some of the world’s most respected and best-loved American craft beers.
The company is home to three of the earliest pioneers in craft beer: Redhook Ale Brewery, Washington’s largest craft brewery founded in 1981; Widmer Brothers Brewing, Oregon’s largest craft brewery founded in 1984; and Kona Brewing Company, Hawaii’s oldest and largest craft brewery founded in 1994. As part of Craft Brew Alliance, these craft brewing legends have expanded their reach across the U.S. and more than 15 international markets.
In addition to growing and nurturing distinctive brands rooted in local heritage, Craft Brew Alliance is committed to developing innovative new category leaders, such as Omission Beer, which is the No. 1 beer in the gluten free beer segment, and Square Mile Cider, a tribute to the early American settlers who purchased the first plots of land in the Pacific Northwest.
Publicly traded on NASDAQ under the ticker symbol BREW, Craft Brew Alliance is headquartered in Portland, Ore., and operates five breweries and five pub restaurants across the U.S. For more information about CBA and its brands, please visit www.craftbrew.com.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with 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 nielseniq.com.
NielsenIQ Media Relations