Partners Focus on Beer Essentials

Breweries have a new tool for working with Nielsen data, courtesy of a partnership between Nielsen Connected Partner TABS Analytics and sector specialist Brewers Advisors.

TABS provides guidance and data management capabilities to help breweries, beer distributors and CPG companies get competitive and usable insights from their sales and marketing data. Its new partner is led by founder and President Mike Mitaro, and helps firms understand challenges and opportunities in the marketplace via analysis of their business data. Mitaro (pictured, right) served as President and CEO of Carlsberg USA Inc. from 2004–2009, then acquired Carlsberg USA as a standalone business and sold it several years later to a strategic buyer.

'Market Insights Connect' is billed as 'a powerful software and analysis platform designed specifically for breweries that simplifies the use of Nielsen scan data - clearly identifying sales problems, opportunities and indicated actions. Users can:

• Assess the effectiveness and ROI on promotional dollars
• improve understanding of their competition, helping them demonstrate to wholesalers 'why their brands merit more attention than others'; and
• assist sales representatives by finding and presenting data to support their calls.

Tucker Malsch (pictured left), VP Business Development at TABS says the firm has developed a turnkey system 'easy enough for anyone on the team to use on their own, but [with] the power and analytical capability that even the largest suppliers and distributors demand'. He adds: It is especially useful for companies that don't have large IT or category management teams, supporting the end goal of saving you time, increasing efficiency and enabling you to focus on building your business'.

Mitaro comments: 'The problem we solve is too much data, not enough meaning. We have designed this system to help breweries understand their off-premise businesses, avoid waste and create value for their wholesaler and retailer customers. This is what everyone is trying to do, but we have made it easy'.

The partners are online at www.tabsanalytics.com and www.brewersadvisors.com .