WGSN acquires IWSR to strengthen position in global beverage alcohol data and trend forecasting

IWSR, a leading provider of beverage alcohol data and insights, has been acquired by WGSN, the global trend forecasting company. The transaction was announced this week and marks a significant development for both companies. WGSN, which is backed by investment from funds advised by Apax Partners LLP, purchased IWSR from Bowmark Capital, a private equity firm that has owned IWSR since 2021.

The acquisition is part of WGSN’s strategy to expand its capabilities in trend forecasting, artificial intelligence, data analytics, and consumer insights across various industries. WGSN launched its Food & Drink platform in 2020 and sees the addition of IWSR as a key step toward offering a comprehensive solution for clients in the food and beverage sector.

IWSR has been operating for over 50 years and is recognized as an authority in the $1.2 trillion global beverage alcohol industry. The company serves more than 250 major clients in over 160 countries. Its services include proprietary market data, consumer insights, and analytics that help businesses make strategic decisions. Under Bowmark’s ownership, IWSR has tripled its revenue and profits, expanded its product offerings, and enhanced its technology platform to deliver more advanced intelligence across the beverage alcohol ecosystem.

With the support of WGSN, IWSR plans to accelerate new product development and expand into long-range consumer forecasting. This area has been identified as a valuable opportunity for growth. Julie Harris, CEO of IWSR, described the acquisition as a major milestone for the company. She credited Bowmark with supporting IWSR’s recent growth and expressed optimism about building on that foundation with WGSN’s resources.

Carla Buzasi, CEO of WGSN, said that combining IWSR’s data expertise with WGSN’s trend forecasting will benefit clients in the food and beverage industry. She emphasized the potential created when data science is integrated with human expertise.

Fiona McCormick, partner at Bowmark Capital, noted that her firm had helped IWSR accelerate growth through product innovation and technology investment since acquiring it in 2021. She said that with WGSN’s reach and expertise, IWSR is well positioned to deliver even greater value to customers.

Mark Sykes, Principal at Apax Partners LLP, highlighted the complementary nature of IWSR and WGSN’s businesses. He pointed out opportunities for synergies and cross-selling that could enhance their combined offerings.

The financial terms of the deal were not disclosed. Several advisory firms were involved in the transaction on both sides. Bowmark was advised by Raymond James on M&A matters; Stephenson Harwood on legal issues; BCG on commercial aspects; and Deloitte on financial, tax, and technology matters. WGSN received advice from Arma Partners (M&A), Kirkland & Ellis (legal), Plural Strategy (commercial), Crosslake (technology), and EY (financial and tax). IWSR was advised by Jamieson (M&A) and Simmons & Simmons (legal).

The acquisition brings together two influential players in their respective fields at a time when demand for data-driven insights continues to grow across the global beverage alcohol market. The move is expected to strengthen both companies’ positions as leaders in business intelligence and trend forecasting for consumer industries worldwide.