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The Advantage Group


Established in 1988, Advantage International has pioneered the concept of business relationship benchmarking: helping clients build successful business relationships. Their programs run annually and have become the industry standard for measuring business relationships across multiple channels, including Liquor, across 25 countries around the world. Each program provides benchmarked information so suppliers and retailers can see how their performance rates relative to others in their market.

The Advantage Group is the drinks association's provider of the Industry Trade Benchmark Survey. The survey is sector based and reports on relevant market conditions, covering on- and off-premise and includes integrated premises. Head offices and outlets are also covered by the survey.

The Industry Trade Benchmark Survey is complimented with a "Mirror Programme" where the supply community reviews the retail community. The surveys are anonymous and are conducted in October and November each year with delivery to the retail community in March/April and May each year.  

For more information, click HERE.