Labatt USA Taps Retail Measurement and Consumer Insights

6/14/2007

Labatt USA will leverage 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. 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," says 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."