The agency expands its use of PINATA’s AI-powered platform to track, automate, and optimize thousands of retail and experiential activations annually for global brands including Moët Hennessy.

New Ground Promotions (NGP), a national experiential and field marketing agency supporting corporate clients and globally recognized spirits portfolios including Moët Hennessy, Brown Forman, Remy Cointreau, and Edrington Americas, is expanding its use of PINATA, the AI-powered operating system for brand execution, to manage and verify retail and experiential programs at national scale.

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As its retail and experiential programs have grown in scale and complexity, NGP has partnered with PINATA to centralize field reporting, automate merchandising and activation workflows, and deliver verified documentation of execution to brand and distributor stakeholders, replacing the manual tracking processes that have long consumed significant time and resources across the industry.

NGP uses PINATA to organize and track retail and experiential activations across its national programs. The platform supports shelf audits, display documentation, POS compliance checks, and account visits tied to national and regional campaigns. As the agency’s footprint has grown, PINATA’s AI-driven workflows, built-in automation, and real-time field reporting have helped ensure that campaigns are executed consistently across markets.

The platform also enables NGP and its brand partners to analyze the performance and impact of large-scale retail activations and merchandising initiatives, automatically translating field activity into structured, photo-verified records that support brand accountability and AI-driven program measurement.

“In experiential marketing, flawless execution is what turns a great concept into measurable results,” said Will Castillo, Founder, New Ground Promotions. “When you are running field marketing and retail activation programs across the country, consistency and visibility are critical. Brands need to know exactly what is happening on the ground in every market. Tools like PINATA help us maintain that consistency in the field while giving our brand partners complete transparency into program performance.”

Through the platform, NGP gains real-time visibility into field execution across multiple markets, with centralized oversight of staffing schedules, program activity, and field team performance. Promotional staff access assignments directly within the system. For brand partners, PINATA delivers immediate transparency through real-time reporting, photo documentation, and structured data tied to each activation, allowing clients to review execution while campaigns are still in market.

Across its customer base, PINATA powers over 100,000 users in thousands of organizations, processing more than three million verified execution touchpoints monthly across all 50 states. Reports, photos, and field interactions feed a continuously enriched, AI-ready data layer: a structured foundation that enables pattern recognition, automated insights, and intelligent recommendations across programs and markets. For customers, the platform routinely reduces manual tracking and report verification time by over 95%, freeing teams to focus on strategy and execution rather than administrative reconciliation, while dramatically improving data accuracy and consistency. This is the essential foundation for unlocking AI-powered decision-making at scale.

As beverage alcohol brands face increasing pressure to prove ROI on trade investment, the ability to track in-store compliance and execution quality has become mission-critical. Authorizations do not equal sales. Displays do not equal visibility. “Perfect Store” initiatives (where brands define exactly what execution should look like at the shelf and verify it location by location) only drive velocity when they are consistently executed and measured. This partnership underscores a broader shift within the alcohol and CPG industries: field execution is no longer anecdotal. It is data-driven, photo-verified, and increasingly powered by AI and automation.

By combining NGP’s experiential, field marketing, and production expertise with PINATA’s AI-powered execution platform, global brands gain both high-impact consumer experiences and the operational intelligence required to sustain them across markets.

About PINATA

PINATA is the AI-powered operating system for brand execution, purpose-built for industries that rely on front-line teams. From alcohol to CPG and retail, PINATA connects brands, distributors, agencies, retailers, and field teams on a single platform. PINATA replaces manual processes with AI agents, automated workflows, and real-time reporting. Field reps submit photo-verified reports, document visits, and get paid through PINATA’s mobile portal with no app download or password required. Corporate and regional teams get real-time dashboards, automated compliance tracking, and AI-driven insights. The platform powers over 100,000 users in thousands of organizations nationwide.

About New Ground Promotions

New Ground Promotions is a national experiential and field marketing agency specializing in retail activations, brand experiences, and large-scale consumer engagement programs. The agency partners with leading beverage, lifestyle, and consumer brands to execute high-impact marketing initiatives across retail, on-premise, and event environments throughout the United States. New Ground Promotions delivers strategic program development, field staffing, production, and real-time reporting to ensure consistent execution and measurable results for its brand partners.

For more information, visit www.newgroundpromos.com

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