Palaterra is technology designed by beverage marketing experts to improve and automate consumer event management, execution, and reporting - for suppliers, distributors, and partner agencies. It enables seamless coordination of nationwide consumer event programs via a single, easy-to-use, and powerful tool for communication, training, retailer reference, reporting and analysis, event verification, and product images. To date, Palaterra has helped facilitate more than 5.5 million pours and nearly 1.5 million units of unplanned beer, spirits, and wine purchases by consumers.