AEG Strikes Non-Alcoholic Beverage Deal as Alcohol Sales Continue to Decline

With intoxicant income continuing to decline, particularly among health-conscious Gen-Zers, lawsuit organizers are looking for caller sources of gross to offset the driblet successful drinking. That includes introducing caller categories of non-alcoholic beverages to merchantability to customers astatine a premium.

The newest entrant is simply a class of drinks called tonics, and planetary performance promoter AEG conscionable announced a important branding woody connected this beforehand with Tractor Beverage Company. The concern volition bring Haymaker, Tractor’s caller certified-organic sparkling tonic, exclusively into much than 50 AEG Presents venues crossed the country. The Haymaker marque contains a look made with pome cider vinegar, ginger, and citrus and tin beryllium served alcohol-free oregon mixed into a cocktail.

Brokered by AEG’s planetary concern division, the woody taps into what AEG calls “growing request for clean, non-alcoholic options that inactive consciousness similar portion of the ‘night out’ experience,” according to a property merchandise from the company. “For AEG, it’s astir reshaping what fans expect astatine shows portion bringing successful a values-led, farmer-founded marque with existent taste credibility.”

According to a 2021 marketplace probe report, the tonic marketplace is estimated to beryllium worthy $2.1 billion, with an yearly maturation complaint of 10.8% expected done the extremity of the decade.

AEG volition statesman serving Haymaker adjacent period astatine flagship AEG Presents venues including The Shrine Auditorium, The Fonda Theater and El Rey Theatre successful Los Angeles; Brooklyn Steel and Terminal 5 successful New York; and Mission Ballroom and Fiddler’s Green Amphitheatre successful Denver. Additional AEG Presents venues and cities volition travel successful 2026.

The AEG announcement follows a first-of-its-kind sponsorship struck aboriginal this twelvemonth betwixt Live Nation and Athletic Brewing Company, America’s largest non-alcoholic brewer, for the performance promoter’s ample portfolio of venues and marquee festivals.

Duke Stump, main marque serviceman for Tractor, heralded the woody for celebrating “the heavy transportation betwixt land, music, and community,” portion “bringing our farming roots and tone to life.”

Holli Branam, elder vp astatine AEG planetary partnerships, added that the woody “deepens our committedness to a fan-first beverage programme crossed our venues,” portion Andrew Klein, president of planetary partnerships, called Tractor a “trusted spouse who shares our committedness to the passionate euphony communities we’ve built.”