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13 June 2007
Schaumburg, IL
Labatt USA has selected The Nielsen Company to measure sales of its brands in U.S. food, drug, liquor and convenience stores, and to provide demographic capabilities that will help Labatt identify and target consumers, Nielsen announced today. Based in Buffalo, NY, Labatt USA is a division of InBev, the world’s largest global brewer by volume. Labatt USA imports and markets America’s top Canadian beers, Labatt Blue and Labatt Blue Light. InBev employs over 85,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific.
The contract calls for Nielsen to provide retail sales measurement along with key account level data and store level reporting capabilities, enabling Labatt to track its brands’ performance down to specific retail chains and individual stores. Through Nielsen Homescan & Spectra, Labatt will receive consumer information drawn from demographic, consumption, media, and attitudinal data to help identify and profile consumers who represent the greatest opportunity for growth.
“In order to grow our market position, we need the best information available on who is buying our products and how store-by-store sales measure up in key markets,” said James Pendegraft, vice president, national accounts, Labatt USA. “The Nielsen Company provides us with advanced business reporting and key insights by offering us the broadest retail channel coverage to help us gain share in this fast-growing import segment.”
“The Nielsen Company welcomes Labatt USA to our portfolio of first-class beverage alcohol clients,” said Nick Lake, vice president, new business development, The Nielsen Company. “We look forward to delivering insights from our significant experience and superior coverage of the beer industry, and to exploring opportunities for integrating information from Nielsen’s vast array of media and consumer information services.”
With an unmatched portfolio of high-quality beers, Labatt USA is one of America’s leading specialty beer companies. Labatt USA brands include Labatt Blue, Labatt Blue Light, Labatt Ice, Labatt 50 and Kokanee.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
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