AEG Signs Non-Alcoholic Drink Deal for Venues as Alcohol Sales Decline

With alcohol sales continuing to decline, especially among health-conscious Gen-Zers, event organizers are looking for new sources of revenue to offset the drop in drinking. That includes introducing new categories of non-alcoholic beverages to sell to customers at a premium.

The newest entrant is a category of drinks called tonics, and global concert promoter AEG just announced a significant branding deal on this front with Tractor Beverage Company. The partnership will bring Haymaker, Tractor’s new certified-organic sparkling tonic, exclusively into more than 50 AEG Presents venues across the country. The Haymaker brand contains a recipe made with apple cider vinegar, ginger, and citrus and can be served alcohol-free or mixed into a cocktail.

Brokered by AEG’s global partnership division, the deal taps into what AEG calls “growing demand for clean, non-alcoholic options that still feel like part of the ‘night out’ experience,” according to a press release from the company. “For AEG, it’s about reshaping what fans expect at shows while bringing in a values-led, farmer-founded brand with real cultural credibility.”

According to a 2021 market research report, the tonic market is estimated to be worth $2.1 billion, with an annual growth rate of 10.8% expected through the end of the decade.

AEG will begin serving Haymaker next month at flagship AEG Presents venues including The Shrine Auditorium, The Fonda Theater and El Rey Theatre in Los Angeles; Brooklyn Steel and Terminal 5 in New York; and Mission Ballroom and Fiddler’s Green Amphitheatre in Denver. Additional AEG Presents venues and cities will follow in 2026.

The AEG announcement follows a first-of-its-kind sponsorship struck early this year between Live Nation and Athletic Brewing Company, America’s largest non-alcoholic brewer, for the concert promoter’s large portfolio of venues and marquee festivals.

Duke Stump, chief brand officer for Tractor, heralded the deal for celebrating “the deep connection between land, music, and community,” while “bringing our farming roots and spirit to life.”

Holli Branam, senior vp at AEG global partnerships, added that the deal “deepens our commitment to a fan-first beverage program across our venues,” while Andrew Klein, president of global partnerships, called Tractor a “trusted partner who shares our commitment to the passionate music communities we’ve built.”