Put your product in front of the right people.The boost behind your brand in the field.
Fieldset Brands is the outsourced brand activation team behind on-premise and off-premise programs across the Mid-Atlantic. Strategy through execution, in-house media on every engagement, one team, one invoice, and every person at your event actually briefed on your product before they represent it.
“The best way to make a sale is to put the product in the hands of its buyer.”
Brand owners, marketing managers, and field sales teams across beverage and CPG all agree on this. The budget source is different. The need is the same: get your product into the hands, and the mouths, of the people who buy it.
You don’t need to hire a field team to enter a market.
Fieldset Brands handles the ground-level execution, so your team walks into soft leads and closes deals instead of doing the footwork.
A trained, briefed team, not gig staff
One of the most common complaints we hear about outside promo and event companies: 3rd party event or promo staff who aren’t fully engaged or aren’t quite up to speed on the product. Every Fieldset Brands ambassador is briefed on product story, serve specs, and messaging before they ever work your event.
Existing buyer relationships
Deep relationships across the NJ, PA, and NYC on-premise and off-premise market. Warm introductions shorten the pre-sale period in ways cold outreach cannot.
The Fieldset Standard: everything in-house
Creative event leads, photographers, and A/V engineers on staff, not subcontracted. No vendor coordination, no patchwork crews, no third-party delays. One team, every engagement.
Hospitality operations expertise
We understand the venue side as fluently as the brand side: front and back of house, bar programming, compliance, and point of sale.
Built-in discovery layer
Every activation gets listed on BarAndRestaurantEvents.com, our own events platform, for an added layer of visibility and reach.
Integrity-based representation
We represent brands we believe in and approach buyers thoughtfully. Selectivity protects our network and your reputation.
Flexible engagement model
No enterprise minimums, no long-term lock-in. Scale up, pause, or expand by market as your program needs it.
| Category | What they offer vs. Fieldset Brands |
|---|---|
| National agencies | Enterprise minimums, long contracts, and limited hospitality expertise. Production is often subcontracted to third-party vendors, adding delays and a layer you don’t control. Not built for mid-market or field sales budgets. |
| Staffing agencies | Brand ambassadors only, and often whoever was available for the shift, with little to no product briefing. No strategy, no A/V, no production, no bar builds, no ROI reporting. Clients still need three or four additional subcontracted vendors to fill the gaps, and still risk a rep who can’t speak to the product. |
| Freelance ambassadors | Execution only, with no strategy or program management, no consistent product briefing process, no media production, and no buyer relationships to draw on. |
| Fieldset Brands | A full-scope outsourced activation team, nothing subcontracted. Every ambassador briefed and trained on the product before the event. Strategy through execution, in-house media, existing buyer relationships, ROI reporting, a flexible engagement model, and one invoice. |
The parts of an activation nobody plans for, until they happen.
Every activation runs into something. What separates a good partner from a risky one is what happens next, before it becomes your problem.
Staffing quality & product knowledge
Outside promo and staffing companies often send whoever’s free for the shift, with no real connection to the brand. We brief and train every ambassador on product story, serve specs, and messaging before they ever work an event, so the person representing you can actually answer a question and make the sale.
Permits & venue approval
A venue cancels a booking or a permit gets held up. We keep backup venues and standing relationships in place so a single fall-through doesn’t sink the date.
Inventory & logistics
Product doesn’t arrive on time, or a distributor delivery slips. We track it and adjust the program in real time instead of running an empty table.
Weather
An outdoor activation gets rained out. Contingency plans get built into every outdoor program from the start, not improvised after the forecast changes.
Regulatory & compliance
A local ordinance or state requirement changes mid-program. We stay current on the compliance landscape across every market we operate in, so you don’t find out the hard way.
Andrew Hueston
Fieldset Brands is built on a career spent on both sides of the table. Andrew has spent over two decades in hospitality, beverage, and CPG trade, including more than a decade as a key buyer for multi-million dollar hospitality companies, serving as both Executive Chef and Beverage Director, deciding which brands get on the shelf and in the well, and which activations actually earn a second look. That perspective shapes how Fieldset Brands runs a program: built the way a buyer would want to be sold to.
End-to-end activation. On-premise and off-premise.
We are not a staffing agency. We are not an event vendor. We manage the full scope of your field activation program, from strategy through execution, with a full in-house staff of creative event leads, photographers, and A/V engineers.
On-Premise Activation
Bar takeovers, brand nights, bartender training, custom recipe development built around your product, cocktail menu integration, and VIP trade tastings.
Off-Premise & Retail
Compliant sampling at liquor stores, grocery, and specialty retail, plus street festivals and community events.
Trade & Buyer Engagement
Buyer dinners, distributor showcases, portfolio tastings, and rep education nights, delivered at production quality.
In-House Media
Photographers and A/V engineers on every engagement. HD gallery and social-ready assets delivered within 48 hours, included.
Three buyers. Three different reasons to work with us.
Brand owners, marketing managers, and field sales teams come to Fieldset Brands with different budgets and different goals. What stays the same is the execution: on time, on brand, and built around the outcome each of them is actually measured on.
Building your first on-premise or retail presence
Every activation is planned around your target buyer, not a generic crowd. We track attendance, engagement, and follow-up interest at each event, so the program gets sharper and better targeted with every activation.
Extending your program into new markets
We integrate with your existing infrastructure, follow your brand standards, and deliver the execution your internal team doesn’t have the bandwidth to run. Every event is built with one goal underneath it: move units, not just impressions.
Deploying activation budget to hit depletion goals
A place to put activation budget that works as hard as you do. We build every program around your depletion targets and KPIs, so the spend has a direct line to the numbers you’re accountable for, backed by post-event data that makes the case for next quarter’s budget.
Category-specific execution, not a one-size approach.
Every category moves differently, so the program is built around how that category actually sells. Here’s how the work shifts across the four spaces we operate in most.
On-premise, built for velocity
Account placement, bartender relationships, managed bar nights, custom recipes built around your product, and VIP trade tastings, all built around the metrics distillers and importers are measured on.
Retail and off-premise trial
Sampling programs, shelf velocity, and consumer trial across grocery and specialty retail, run for brands that live and die by repeat purchase.
Compliance-forward, category-fluent
Compliance first: certifications and category-specific regulatory requirements are handled before anything else, then the same craft-spirits-level attention to detail as any other beverage line.
Enterprise-scale portfolio events
Buyer dinners, distributor showcases, and rep education nights built for suppliers and distributors managing a full portfolio, not a single SKU. Programs are built for sustained velocity, not a one-time spike that fades the week after.
What an activation actually looks like.
Photos from Fieldset Brands activations will live here. Each slot below is a placeholder ready for real event photography.
There’s no package to pick from. Every program is built around what you need.
Budget, timeline, and goals are different for every brand, so scope isn’t decided in advance. Here’s what that can look like in practice, from a first event to an ongoing partnership.
Might start as one activation
Testing a market, running a one-off event, or working with a limited budget. A focused, well-executed way to see what a Fieldset activation looks like before committing to more.
Could grow into a recurring calendar
A regular cadence of on-premise and off-premise activations across your priority accounts, backed by consistent reporting so every event builds on the last.
Or become a retained partnership
Fieldset functioning as your outsourced field team across multiple markets on a continuous, quarter-over-quarter basis. Wherever the relationship lands, the scope is built around you.
Rooted in Philadelphia. Built to move across the Mid-Atlantic.
Our geographic focus aligns with existing relationships, deep knowledge of the regulatory environment, and a professional network built over 22-plus years in hospitality and trade.
What people usually want to know first.
The short version of how this works, before you reach out.
How do we get started?
Reach out through the form below with a bit about your brand and market. We’ll set up a call to understand your goals and budget, then scope a first activation from there. No lengthy onboarding required.
How do you make sure the person at my event actually knows the product?
This is the number one complaint we hear about outside promo and staffing companies, so it’s built into how we operate. Every ambassador, bartender, or brand rep we put in front of a buyer or consumer is briefed on your product story, serve specs, and messaging before the event, not handed a one-line script. You are not getting whoever was free for the shift.
What markets do you cover?
Philadelphia metro, South Jersey, and New York City are our core markets. We take on engagements across the broader Mid-Atlantic on a case-by-case basis.
Do you handle licensing and compliance?
Yes. Alcohol sampling and on-premise activation come with state-specific certification and compliance requirements, and we manage that as part of every program so you don’t have to track it separately.
Is there a minimum commitment?
No. There are no enterprise minimums or long-term contracts. Most relationships start with a single activation and scale up from there based on results.
What do you need from us to kick off a program?
Product, a sense of your target markets or accounts, and your goals or KPIs. We handle sourcing venues, staffing, compliance, and execution from there.
How is pricing structured?
Engagement-based and flexible, depending on scope, whether that’s a single activation, an ongoing calendar, or a retained partnership. Reach out for a quote specific to your program.
Ready to put your product in front of the right people?
Tell us about your brand, your market, and what you’re trying to move. We’ll follow up within one business day.