London, June 5, 2025 - WGSN, the world’s leading trend forecaster, has announced today that it has acquired IWSR, the global leader in data, analytics and insights for the beverage alcohol industry, from Bowmark Capital, the mid-market private equity firm. Funds advised by Apax Partners LLP (“Apax”) acquired WGSN in January 2024 and supported the IWSR acquisition.
The move supports WGSN’s strategy to expand its market-leading trend forecasting capabilities, AI, data analytics and insights across a broad range of consumer industries.
WGSN signalled this ambition with the launch of its Food & Drink platform in 2020, and the acquisition of IWSR is a decisive step in providing a holistic solution in this space.
Carla Buzasi, CEO at WGSN, commented: “We are delighted to be able to combine the depth of data and specific market expertise that IWSR possesses with WGSN’s proven trend forecasting methodology, which has been guiding the world’s biggest brands for almost 30 years. We believe that this move marks an important watershed for both WGSN and the food and beverage industry as a whole, as it illustrates the transformative power unleashed when data science and human expertise are combined.”
This move also provides IWSR with additional expertise in consumer behaviour tracking and trend forecasting as part of their product-led growth strategy.
Julie Harris, CEO at IWSR, commented: “Joining forces with WGSN represents an exciting next phase for IWSR. Thanks to the expertise of our teams and deep customer trust we have built over the last four decades, IWSR is today the single source of truth for the beverage alcohol industry. Combining our proprietary data and analytics expertise with WGSN’s global leadership in consumer trend forecasting will deliver a truly world-class experience for clients worldwide.”
Mark Sykes, Principal at Apax, commented: “The pace of innovation at WGSN has been truly impressive, especially as it expands its insights, data, and forecasting capabilities across a range of consumer-facing sectors. The addition of IWSR, a clear market leader in the beverage alcohol space, will further enhance the products and services WGSN provides and create significant value for customers of both companies.”
Fiona McCormick, partner at Bowmark, commented: “Since 2021, we have supported the IWSR team in accelerating the company’s growth through product innovation, investment in technology and enhancement of its client proposition. With the expertise and reach of WGSN, IWSR is now ideally positioned to capitalise on its unique position in a dynamic market, delivering further value to its customers.”
The transaction closed in June 2025.
Notes to editors
ABOUT WGSN
WGSN is the global authority on change, using expert trend forecasting combined with data science to help you get ahead of the right trends. We do this through consumer insight, product design direction and trading strategies so you can create sustainably and land the right trends at the right time to maximise sales. For more information, visit www.wgsn.com
ABOUT IWSR
For over 50 years, IWSR has been trusted by the leaders of global beverage alcohol businesses as an integral part of their strategic planning and decision-making processes. We uniquely combine proprietary longitudinal market data, consumer insights and AI-enhanced data science, with valuable on-the-ground human intelligence in 160 markets worldwide, to decipher what is really happening in the global beverage alcohol market. With access to our data, clients from across the drinks industry, including multinational spirits, beer, and wine businesses, packaging and ingredient manufacturers, distributors, and financial institutions, plan their strategies and future investment with a reliable, consistent and complete understanding of the global landscape.
ABOUT APAX
Apax Partners LLP is a leading global private equity advisory firm. For over 50 years, Apax has worked to inspire growth and transform businesses. The firm has raised and advised funds with aggregate commitments of c. $ 80 bn. Apax Funds invests in companies across three global sectors: Tech, Services, and Internet/Consumer. These funds provide long-term equity financing to build and strengthen world-class companies. For further information, visit www.apax.com. Apax is authorised and regulated by the Financial Conduct Authority in the UK.
ABOUT BOWMARK CAPITAL
Bowmark Capital LLP (“Bowmark”) is a leading private equity investment firm specialising in technology, data and services companies. Established in 1997, Bowmark manages funds of over £2 billion and has made more than 50 investments. Bowmark’s focus is on four core areas of the technology sector: data and insight, managed IT services, software, and technology-enabled business services. The firm invests up to £300 million per transaction through majority or significant minority stakes in companies with compelling growth prospects that are seeking a supportive, value-added partner to help them realise their ambitions. With our strategic support and capital, we work in partnership with management teams to accelerate growth and build exceptional businesses. Bowmark Capital LLP is authorised and regulated by the Financial Conduct Authority.
Find out more at www.bowmark.com and LinkedIn.
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