Wholesale data analysis company, IRI SalesOut, has today announced its new partnership with Greene King, the country’s leading pub retailer and brewer.
The formation of this new partnership means that food and drink manufacturers will have access to sales data for Greene King’s independent free trade business (known as ‘Brewing and Brands’) for the very first time – giving them the opportunity to understand how their products, categories and competitors are performing.
With the on-trade market now very much in the recovery & growth phase, the new partnership between IRI SalesOut and Greene King will ensure that manufacturers have more data and insight available to them than ever before – meaning even deeper commercial relationships can be formed with the Greene King business to drive success for all parties.
The Brewing & Brands division covers the brewing side of the business as well as the independent free trade (servicing c.5000 outlets), with quality ale brands brewed at the Greene King brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. The industry-leading portfolio includes Greene King IPA, Old Speckled Hen, Abbot Ale, Ice Breaker and Belhaven Best.
Greene King’s presence and experience in the UK on-trade sector is unparalleled with over 200 years of rich heritage behind them.
With this partnership, users will be able to access Greene King’s independent free trade data via IRI SalesOut’s market leading Unify data visualisation platform. Used by 500+ clients across 15 markets across the globe, Unify is the trusted go to source of data for the world’s biggest FMCG organisations.
With the rollout of data onto Unify, both the Greene King team and FMCG clients will have SalesOut’s expert team on hand to fully support them in their data analytics journey.
Luke Harris, director of wholesale at SalesOut, comments: “Being able to announce this partnership with Greene King is a source of great pride for the IRI SalesOut business. It became clear from the very beginning of our conversations with the Greene King team that our market leading Account Management, Insight and Data expertise would enable us to support the Greene King independent free trade business and their clients at every turn moving forward to ensure they can make the very best commercial decisions at such a critical time in the on-trade sectors recovery from the pandemic.”
Kirsty Cooper, head of commercial marketing, at Greene King, comments: “From one of our very first meetings with the IRI SalesOut team, it was obvious they were the perfect partner for us in terms of making our sales data for our independent free trade outlets available to our clients. By giving clients the freedom to interrogate this, we want to make smarter business decisions in conjunction with our clients and we believe that IRI SalesOut’s Unify platform – and the dedicated support network around it – has the chance to do just that.”