Beverage Alcohol
Three tiers move your product to the shelf. Can any of them see each other?
PINATA is purpose-built for the unique complexity of beverage alcohol — where suppliers, distributors, and agencies must coordinate across on-premise, off-premise, and every compliance requirement in between.
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Piñata
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Summer Sampling — Southeast
Field Programs
Ask PINATA AI anything…
OverviewLive FeedStaffing
Pending29Upcoming9Ready9Underway3Finished10.4k
247
Total Activations
80%of 310 planned
12
Live Right Now
6markets
94%
Staff Fill Rate
11 by AIfilled overnight
97%
Photo Compliance
VerifiedGPS + timestamp
Live Coverage — every dot a verified visit
Live
4858364155
+−
Verified activity24h
Leaflet
Activation Pipeline — verified end to end
97% PHOTO-VERIFIED
Planned
310
100%
Staffed
291
94%
Executed
247
80%
Verified
240
97%
Status by Market
NYC
MIA
LA
CHI
ATL
Three tiers. One blind spot.
In beverage alcohol, no single company controls the path from brand to shelf. Suppliers set strategy and fund programs. Distributors execute in the field. Agencies staff the events. And every tier has its own tools, its own data, and its own version of what happened. The result: millions in trade spend deployed with limited visibility into whether it's working.
National account mandates get communicated from HQ to distributors, but compliance is assumed until someone checks — usually too late. A shelf reset that was never built. A display program executed at 60% of locations. A pricing promotion that didn't make it to the floor. These gaps cost brands millions in lost revenue, and they're invisible without a system that spans all three tiers.
PINATA sits at the center of the three-tier system — one platform where suppliers, distributors, and agencies share a single source of truth with permission-controlled access. Everyone sees what they need. No one sees what they shouldn't.
One platform. All three tiers. Real-time.
Three tiers. Thousands of stakeholders. One platform.
PINATA connects all three tiers with permission-controlled access — everyone sees only what they need.
Suppliers
Deploy trade development budgets across dozens of distributors and agencies. Track execution at the location level. Monitor national account compliance in real time. Connect spend to depletion data to prove ROI. See exactly where every dollar goes — and whether it's working.
Distributors
Execute programs for 10, 20, 50+ supplier partners from one portal. Field reps see all assignments in a single task queue. Report by text message — no app required. Incentive tracking shows reps exactly what they've earned across every program.
Agencies
Staff, schedule, and pay brand ambassadors across hundreds of events per month for multiple supplier clients. Client dashboards update in real time. Invoicing generated directly from verified field activity. One system from staffing to payroll.
Key capabilities for beverage alcohol
Purpose-built features for the realities of three-tier distribution.
Depletion Data Integration
Connect VIP depletion data to execution data. See whether field work is actually driving sales impact — not just activity. Match trade spend to depletion lift by account, by chain, by market.
On-Premise vs. Off-Premise
Configure separate workflows, KPIs, and reporting for bars/restaurants (on-premise) and retail stores (off-premise). One platform handles both with distinct program types, survey templates, and compliance criteria.
National Account Compliance
Track mandates from corporate agreement to location-level execution. Automated alerts when compliance drops below threshold. Interactive dashboards replace mass email chains — see exactly which locations are executing and which aren't.
State & Market Flexibility
Different states, different rules. PINATA's configurable architecture handles market-by-market variation without custom code. Pricing regulations, distribution laws, and reporting requirements adapt per market.
Chain-Level Tracking
Monitor execution across major retail chains at the banner level and individual store level. Roll up compliance by chain for national account reviews.
Trade Spend to Depletion ROI
The question every supplier asks: 'Is my spend driving results?' PINATA connects budget allocation → field execution → photo verification → depletion impact in one data pipeline. Answer the ROI question with data, not guesses.
The largest US alcohol distributors run programs on PINATA. Together they represent a significant share of US alcohol distribution volume.
Key Metrics
- 100,000+ Users
- 5,200+ Brands
- 1.4M+ Activations
Powering the brands and partners behind the programs that matter
- Proximo Spirits
- Tito's Handmade Vodka
- Ascent Protein
- Pernod Ricard
- Nestlé
- RNDC
- William Grant & Sons
- Monster Energy
- E&J Gallo
- Saint Spritz
- Beverage Marketing Group
PINATA gives us a single view across all three tiers for the first time. We can see exactly which mandates are being executed, where the gaps are, and connect our trade spend directly to depletion impact. That visibility didn't exist before.
VP of Trade Development — National Spirits Supplier