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Our methodology
IWSR is the only global drinks data and insights provider that offers a complete understanding of the global beverage alcohol industry. We provide a unique combination of best-in-class market and consumer data, AI-enabled analytics, and on-the-ground human intelligence.
The indispensable industry standard
- Measuring volume and retail sales value in 160+ countries
- Proprietary datasets going back 50 years
- AI-enabled forecasts for the next 5 years
- Covering all major channels and beverage alcohol categories
- Measured at brand, price segment, and category levels
- Mapped against consumer driver data for deeper understanding
- Underpinned by on-the-ground market expertise
Local market understanding scaled for global needs
We track what’s consumed in over 160 markets: we triangulate data from multiple sources, including shipment data from brand owners, local offices, distributors and importers, along with trade and industry associations, store checks, and online price collections.
IWSR’s team of researchers spend time in market speaking with key industry players. Our global network gives us a clearer picture of what is actually being sold in each country, not merely shipped. This includes activity in unofficial cross-border channels.
Know the ‘why’, as well as the ‘what’
Our consumer research division carries out hundreds of thousands of consumer interviews every year. We also use machine learning to cross-reference market data, for a more complete picture of industry challenges and opportunities.
IWSR also manages the longest-running global wine consumer survey, giving you exclusive insight into worldwide consumer trends and attitudes.
Know what’s around the corner
IWSR’s proprietary market data from the past 50+ years is the foundation for our forecast models. We model our 5-year forecasts by incorporating market data with consumer insights, macroeconomic drivers and the latest AI-enabled machine learning. Our forecasting team work closely with our market experts to validate the model with regulatory, supply chain and other local market factors.
IWSR is the key to helping drinks brand owners understand what’s happening in global markets, the drivers of change, how markets will evolve, and what strategies to adopt.
Our methodology
IWSR is the global authority on beverage alcohol data, analytics and insight.
"IWSR is standardised and global. It’s become a common language, so it’s very important."
| International spirits company
Relevant team
Emily Neill
Chief Operating Officer Research and Operations
Richard Halstead
Chief Operating Officer Consumer Insights and Custom Analytics
Andy Noble
Chief Data Officer
Ania Zymelka
Head of Operations – Research
Jose Luis Hermoso
Research Director – Central and South America
Daniel Mettyear
Head of Research – EMEA
Piotr Poznanski
Research Director – East Europe and CIS
Russell Menezes
Research Director – Africa and Middle East
Humphrey Serjeantson
Research Director – Western Europe
Adam Rogers
Research Director – North America
Sarah Campbell
Head of Research – APAC
Shirley Zhu
Research Director - Greater China
Antonella Reda
Data Governance Manager
Edouard Jadot
Senior Pricing Manager
Alexandre Gater
Data Pooling Manager
Thanos Koukoutsakis
Senior Data Scientist
Chief Operating Officer Research and Operations
Emily Neill
Emily Neill is COO of Research & Operations at IWSR, bringing extensive experience in research and market insights across the global consumer goods industry. Her expertise spans industry research, data analytics and forecasting, market insights and BI product development.
Previously CEO of Canadean (Globaldata Consumer), Emily joined IWSR in March 2018 and leverages her wide-ranging expertise to drive strategic initiatives and operational excellence.
Chief Operating Officer Consumer Insights and Custom Analytics
Richard Halstead
Richard Halstead is COO of Consulting and Consumer Research, calling on over 20 years' experience as a consumer behaviour expert in the global beverage industry. Richard co-founded Wine Intelligence, the market leader for wine consumer data, and led the company’s operations for 20 years, before it was acquired by IWSR in 2020.
Richard is a Certified Member of the Market Research Society and holds an MBA with distinction from London Business School.
Richard joined IWSR in December 2020 and draws on his extensive experience to develop the consumer insight and consulting functions to support and drive clients’ strategic decision making.
Chief Data Officer
Andy Noble
Andy Noble is Chief Data and Product Officer at IWSR, bringing over 25 years of experience from data product leadership roles across multiple industries. This multi-faceted background of building and managing data product and transformation teams, includes his role as Head of Data for DMG Media (the owner of the Daily Mail, The i, and The New Scientist) and a number of technology and transformation roles within the DMGT portfolio across industries including Property, Commercial Finance and Energy Generation & Transmission.
Andy joined IWSR in July 2022 and uses his extensive expertise to lead the data teams and develop IWRS's proprietary data, forecasting and insight products.
Head of Operations – Research
Ania Zymelka
Research Director – Central and South America
Jose Luis Hermoso
Head of Research – EMEA
Daniel Mettyear
Research Director – East Europe and CIS
Piotr Poznanski
Research Director – Africa and Middle East
Russell Menezes
Research Director – Western Europe
Humphrey Serjeantson
Research Director – North America
Adam Rogers
Head of Research – APAC
Sarah Campbell
Research Director - Greater China
Shirley Zhu
Data Governance Manager
Antonella Reda
Senior Pricing Manager
Edouard Jadot
Data Pooling Manager
Alexandre Gater
Senior Data Scientist
Thanos Koukoutsakis
Our solutions will help you:
Navigate change
Identify growth opportunities
Leverage consumer sentiment
Drive innovation
Head office
IWSR,
Nutmeg House,
60 Gainsford Street,
London, SE1 2NY,
United Kingdom
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