Union’s first-party, POS-native consumption data from thousands of high-volume independent bars, covering $2.8B in consumer spend, gives BevAlc brands a brand-expression-level view of what consumers are actually drinking — and why.
Nashville, Tenn. July 14, 2026 — Seek, the intelligence platform for the modern analyst, and Union, the hospitality operating system purpose-built for the nation’s busiest bars, today announced a strategic data partnership that will bring Union’s first-party, POS-native on-premise consumption data directly into Insight Cloud, Seek’s intelligence platform.
The partnership gives commercial teams at enterprise BevAlc brands a capability that has not existed at this level of precision: observed consumer consumption data from thousands of high-volume independent bars — mapped to the exact tab item and brand expression, tracked across visits and venues, and accessible as decision-ready intelligence without months of engineering.
Filling the Biggest Blind Spot in Alcohol
On-premise is where consumer preferences form. It’s where brands get built and where category trends emerge before they ever show up in a scanner report. Yet for decades, the channel has been measured by proxies: distributor depletions, surveys, table tents, and directional observations that capture a fraction of actual consumer behavior.
Union changes that. Its modern POS system — built specifically for high-volume independent bars — captures every pour at brand-expression precision across a network spanning 40+ states. Covering $2.8B in consumer spend, the platform has now observed more than 140 million drinks in 2025, linked to 5M+ app-identified consumers whose behavior can be followed across venues and over time.
What This Unlocks
The Union × Insight Cloud partnership gives BevAlc teams a direct upgrade from the legacy on-premise toolkit:
- From distributor depletions to observed consumer consumption. Know what consumers are actually choosing at the bar — not what shipped through the three-tier system.
- From consumer surveys to observed behavior at frequency. Real decisions, not recall.
- From quarterly refreshes to always-on intelligence. Continuous signal, not a snapshot.
- From directional share guesses to brand-expression precision. Not “vodka soda” — Tito’s vs. Grey Goose vs. Absolut Citron, every pour, every bar.
- From a single data point to a behavioral pattern. See not just what consumers order, but how those choices shift — throughout a night or over time, first pour versus fifth, one brand’s drinkers sticking around versus another’s moving on.
- From national averages to metro and venue-type granularity. See where your brand wins and loses, by city, venue, and occasion.
“On-premise has always been a blind spot for even the smartest alcohol brand teams — not because they weren’t looking, but because the data simply didn’t exist at this level of precision,” said Erik Mitchell, CEO & Founder of Seek. “Union has done something no other company has done: captured behavior at the point of consumption, from high-volume independent bars, at a scaled precision that has never existed in market. Integrating Union into Insight Cloud changes the entire operating pattern for our subscriber partners – providing intelligence for both the on-premise and off-promise occasions, in a single platform, accelerated by AI. That’s a meaningful accelerant for the category.”
“Most of what BevAlc brands know about on-premise comes from depletions and surveys — well removed from what consumers are actually choosing in the moment,” said Gary Ross, COO of Union. “Partnering with Seek puts Union’s consumption data inside a platform built specifically to turn signals into decisions. Brand teams will now be able to move from directional guesses to a precise, granular, and comprehensive understanding of on-premise consumption behavior and from periodic refreshes to always-on intelligence — across the channel where their brand relationships are built.”
Availability
Union’s data is currently available to Insight Cloud subscribers to the following apps:
- Market Insights — See where your brand wins and loses on-premise — by venue types, price tiers, traffic levels, dayparts, and geography.
- Brand & Category Switching — Understand how consumers move between brands and categories and use those insights to win every pour.
- Consumer Discovery & Loyalty — Turn first-time buyers into loyal fans, powered by real on-premise consumption data.
- Pricing Strategy — Analyze price elasticity and model pricing decisions against real on-premise demand data before you commit.
About Seek
Seek, an Eldridge Industries business, is the company behind Insight Cloud — the intelligence platform for the modern analyst. Insight Cloud is a platform that delivers always-on, pre-built analytical intelligence through a network of best-in-class data providers. These data providers partner with Insight Cloud to build apps built on a context layer of embedded business logic, so analysts receive complete, ready-to-use intelligence rather than raw data that requires months of engineering to produce value. With Insight Cloud, data doesn’t just accumulate — it compounds. Each new provider adds intelligence that every subscriber can reason across, instantly.
About Union
Union is a modern hospitality operating system purpose-built for the nation’s busiest high-volume bars and restaurants. More than a POS, Union connects thousands of independent bars across 40+ states with 5M+ app-identified consumers — capturing every pour at brand-expression precision. With $2.8B in consumer spend captured and 140 million drinks observed in 2025, Union delivers the most comprehensive, granular view of on-premise consumer behavior available. Average Union venues grew BevAlc revenue 11.9% YoY in 2025, demonstrating the momentum behind the on-premise channel. For BevAlc brands, Union’s OnPrem Impact Network delivers breakthrough consumption intelligence that turns first-time triers into all-the-time buyers.