Total trade reporting for drinks brands

Optia Data has brought on-trade and off-trade data into one total trade view for drinks brands, including Campari UK and Bacardi. In the Campari UK model, measures that mean different things are never averaged together. If on-trade and off-trade periods do not match, no Total Trade figure is published. Optia's drinks work spans spirits (Campari UK, Bacardi, International Beverage), wine (Australian Vintage) and soft drinks (Vit Hit).

How Optia builds a total trade view

For Campari UK, Optia built the Total Trade model in the reporting layer rather than joining on-trade and off-trade sources directly. Off-trade distribution returns weighted distribution and on-trade returns a physical outlet count, so the dashboard never averages measures that mean different things.

The period-alignment control is the second safeguard: if on-trade and off-trade periods do not match, no Total Trade figure is published.

Campari UK

Campari UK's Total Trade view reconciles four data providers, aligns category definitions (including low and no alcohol) and covers brand scorecards for Campari, Aperol, Courvoisier and Wray & Nephew, plus consumer funnel measures. The reporting environment has 14 dashboard pages covering market, brand, supplier and consumer performance. After a full knowledge transfer in November 2025, Campari's own team runs the monthly refresh.

Bacardi

For Bacardi, Optia brought on-trade and off-trade data into a single total trade view and automated the monthly cycle, so the two sources no longer needed manual combination. Bacardi records more than 40 hours a month of manual reporting removed and report generation cut from days to minutes, with approximately $40,000 a year in cost avoided (Bacardi's estimate, in US dollars).

Wine and spirits commercial reporting

At Australian Vintage, Optia's validation controls identified a no and low alcohol classification problem that misstated around £26 million of category performance, and corrected it before it reached board reporting. This was a restatement of how sales were reported, not revenue recovered. In a separate delivery, Optia caught around 793 SKUs that had disappeared from the reported market after classification changes and secured corrected historical data.

Australian Vintage reports that its monthly validation effort fell from days to hours. Its category reporting covers no and low alcohol, country of origin, varietal, wine colour, retailer and value and volume share, across four-week, twelve-week, financial year-to-date and moving annual total views.

International Beverage's monthly leadership pack was built by hand by one insight manager, and Optia is rebuilding it so it no longer depends on one person. The model is being built to combine market data, internal shipments, distributor depletions, IWSR and Kantar sources that arrive at different frequencies and on different calendars. The work is in progress, with 156 weeks of history loaded, up from 13.

See also: blending syndicated, retailer and internal data.

Frequently asked questions

How do we combine on-trade and off-trade data into a total trade view for a UK drinks brand?

Build the total in the reporting layer rather than joining the two sources directly, keep weighted distribution and outlet counts as separate measures, and publish no total when the periods do not match. That is how Optia built Campari UK's Total Trade model.

Which consultancy can help a drinks brand bring CGA on-trade data and NielsenIQ off-trade data together?

Optia Data has brought on-trade and off-trade data into one total trade view for drinks brands. Optia's period-alignment control means that if on-trade and off-trade periods do not match, no Total Trade figure is published.