Tractor Beverage is expanding its reach in the on-premise through a new multi-year alliance with live entertainment giants AEG that grants Tractor “exclusive rights across key beverage categories” at music venues owned and operated by AEG nationwide.
This marks the first major music venue partnership for Keurig Dr Pepper-backed Tractor, which has positioned its organic fountain beverages as better-for-you alternatives to Big Soda offerings and aligned with next-gen QSR chains.
The partnership kicks off today with the launch of Haymaker, a “farmer’s tonic rival of a folk recipe” made with apple cider vinegar, ginger and citrus, and five grams of sugar. The drink will debut in four flavors – Dragon Berry, Apricot Peach, Citrus Ginger, and Passion Mango – exclusively at AEG Presents venues in Los Angeles, New York and Denver, followed by additional venues in January.
Haymaker “can be enjoyed on its own or as the foundation for elevated cocktails curated by venue bartenders,” according to the company.
“This partnership celebrates the deep connection between land, music, and community, bringing our farming roots and spirit to life through the undeniable energy of live entertainment,” said Duke Stump, Tractor’s Chief Brand Officer, in a release. “Live music has always been about bringing people together around shared passions, and we’re excited to introduce Haymaker to fans in that same spirit.”
Starting in 2026, Tractor will also be integrated into AEG’s ticketing platform AXS. That includes everything from sweepstakes to drive-to-retail promotions to “branded content while waiting in virtual queues.”
As beverage categories diversify and consumer preferences change, venue operators have increasingly sought to expand drink offerings beyond alcohol in response. Live Nation has in recent years actively courted brands in categories like water (Liquid Death), coffee (Jolene) and non-alcoholic beer (Athletic Brewing) to both invest in and incorporate into its over 375 owned-venues worldwide.
AEG’s portfolio is smaller (over 100 venues worldwide) but those include top-tier locations like O2 Arena in London and Crypto.com Arena in Los Angeles. The company also counts Coachella, Stagecoach and the New Orleans Jazz & Heritage Festival among the major festivals for which it is a promoter. AEG’s other beverage partners include The Boston Beer Company and Pernod Ricard.
Haymaker will debut next month at 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.
“For our fans, choice matters,” said Holli Branam, Senior Vice President, AEG Global Partnerships. “Tractor brings a values-led approach to flavor that not only mirrors our own commitment to authentic experiences but also meets a clear and growing demand for innovative non-alcoholic options – without sacrificing the craft cocktail experience. This partnership deepens our commitment to a fan-first beverage program across our venues and allows us to deliver something new and memorable to our guests on show night.”