IWSR tracks off-trade shelf prices. CGA samples POS. Neither shows what a venue actually prints on the menu. We do - across 9,000+ venues.
You set your trade price. What happens at the menu is a mystery. The same gin sells for EUR 8 at a pub and EUR 14 at a cocktail bar. One venue underprices your premium positioning. Another prices you above the local competitor. Without menu-level price data, you're managing pricing strategy blind.
Industry reality: "On-trade pricing is very difficult to measure accurately" - IWSR. Their solution: apply off-trade shelf prices as proxy. Our solution: read the actual menu.
Your brand's actual menu price across venues. By city, by venue type, by price tier. Median, quartiles, outliers.
Side-by-side with competitors on the same menu. Price gap analysis: are you positioned where you want to be?
Natural price clusters in the market. EUR 8-10 (value), EUR 10-12 (standard), EUR 12-15 (premium). Where does your brand sit?
Venues pricing your brand below trade guidance or significantly above market. Protect your positioning.
Set trade pricing with real consumer-facing data, not estimates.
Identify venues leaving money on the table or underpricing your brand.
Ensure premium positioning holds at the menu level.
Request a price analysis for your brand across the on-trade. We'll show you the menu prices competitors can't see.