About – The Oxford Partnership

About us

35 Years In The Making

The Oxford Partnership was founded in 1990 in response to the UK government’s ‘Beer Orders’, which aimed to reduce the dominance of major brewers in the on-trade market. The resulting industry shake-up created opportunities for consultants as brewers adapted their strategies.

What began as a series of consultancy projects for brewers quickly evolved into a business with a strong foundation in the drinks sector, later expanding into food and automotive industries.

Throughout the 1990s and 2000s, as the world underwent a digital revolution, we recognised the shifting landscape of sales and marketing. Investing in technological expertise, we developed solutions that helped global clients navigate evolving market dynamics.

Today, we continue to invest in technology-driven solutions—delivering faster, smarter, and more efficient tools that provide exceptional return on investment.

Client Testimonials

Hear what our customers have to say about us

The team at Oxford Partnership are a real extension of our on-trade commercial team. They provide us with data and analysis that opens gaps and challenges us as a business, but also bring insights and recommendations on how we can work to close those gaps. The State of the Nations work that Oxford Partnership lead and present at the beginning of each year enables us to have strategic conversations and build actionable plans to achieve our goals.”

Maria Neves

Commercial Strategy Director UK&I Anheuser-Busch InBev

Maria Neves

Commercial Strategy Director UK&I Anheuser-Busch InBev

Track Trends in Bricks & Mortar Retail in Real-Time

Monitor outlet performance and consumer behaviour with Oxford’s unique data points—including consumer occupancy %, dwell time (mins), draught beer & cider sales, and consumers’ view of service.

With full coverage of the On Trade in the UK, Ireland, and hundreds of key international cities, we deliver real-time insights to help clients understand market dynamics as they happen—enabling better, data-driven sales and marketing decisions.

Review Score

Consumers’ view of service, 1 – 5 Stars.

Consumer Profile

Age, Socio-demographics, and distance travelled.

Brand Price £

RSP by category, and brand at outlet level.

Outlet Flags

Attributes and offers promoted at outlet level e.g. Euros.

Occupancy %

How busy each individual outlet is, by hour by day.

Dwell Time (mins)

How long, on average, consumers are visiting.

Draught Volume

Draught beer & cider volume by hour, by day. Category and brand-level.

How Oxford can help

We provide data-driven insights to support strategic decision-making across multiple areas, including:

Enriching Client Data (Landscaping)

Enhance and refine your market intelligence

Brand & Sales Planning

Identify opportunities and optimise sales strategies

Market Monitoring

Track real-time performance and competitive activity

On Trade Reviews

Benchmark and analyse outlet-level performance

Tender Support

Strengthen proposals with robust data-backed insights

Price & Distribution Analysis

Understand regional pricing trends and product availability

Churn Reports

Identify at-risk accounts and retention opportunities

Trading Patterns

Track and predict market shifts for better decision-making

Salesforce Planning

Optimise team deployment and resource allocation

Callage Plans

Improve visit efficiency and sales conversion

Brand Matrix

Analyse brand performance across categories and regions

Trend Analysis

Stay ahead with data-led insights into emerging market trends

Activation Analysis

Evaluate campaign performance, measure ROI, and assess impact by region

Oxford’s expertise ensures you have the insights needed to drive smarter, more effective commercial strategies.

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