The size of the stake is not being disclosed but the terms of the deal, which the firms describe as a strategic partnership, will see Nielsen transfer its UK on-trade services – tracking drink sales in pubs, restaurants and nightclubs – to CGA Strategy who will then integrate it into its own research products.

Jon Collins (pictured), chief executive at CGA Strategy, said: “This agreement provides a unique opportunity to take the best parts of both services and deliver a new level of accurate four-weekly reporting to the on-trade onto which our insight will be leveraged.”

Nielsen’s managing director Justin Sargent added: “CGA have established themselves as experts in this specialist field providing clients with a unique insight into the market. By combining the agility and expertise of CGA with the rigour and scale of Nielsen, we will be able to provide our clients with a unique and complete service.”