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.

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Gen Z Is Drinking Less and Clubs Aren’t Thrilled

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 in

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