Tractor Beverage Company's Haymaker sparkling tonic is entering 50 Wegmans Food Markets locations across the Northeast as of September 1 — a notable shelf-space win for a retail line that launched nationally at Sprouts Farmers Market only eight months ago.

All four flavors of the USDA Certified Organic, apple cider vinegar-based tonic — Citrus Ginger, Apricot Peach, Dragon Berry and Passion Mango — are available across the Wegmans banner. The placement marks Haymaker's first retail expansion beyond Sprouts and extends Tractor Beverage Company's reach into one of the Northeast's most shopper-trusted grocery chains.

The Product

Each 12-ounce can of Haymaker contains a full tablespoon of organic apple cider vinegar, no added sugar, five grams of total sugar and 25 to 30 calories depending on the flavor. Light carbonation and real fruit are the other core inputs. The format slots into the fast-growing better-for-you non-alcoholic beverage segment, where functional tonics and low-sugar sparkling drinks have steadily taken cooler door real estate from legacy carbonated soft drinks — a trend visible at both grocery and convenience foodservice counters.

The brand has accumulated a meaningful credential stack in a short window. Bon Appétit named Haymaker one of six winners from 170 submissions in its inaugural Pantry Awards for Best New Beverages of 2026. All four SKUs carry Clean Label Project Certification and took 2026 FABI Awards at the National Restaurant Association Show — the FABI recognition being particularly relevant given Tractor's existing foodservice footprint in the better-for-you channel. Citrus Ginger earned FABI Favorite status, while Apricot Peach won the 2026 NEXTY Award in the Beverage category at Natural Products Expo West.

Channel Significance

"Haymaker has only been on shelves since January, and already it has earned a place at Wegmans," said John Murphy, Chief Revenue Officer at Tractor Beverage Company. "Wegmans is a place people trust to introduce them to what's good and what's next."

For operators tracking the better-for-you beverage arc, Haymaker's retail trajectory illustrates how functional, clean-label RTD beverages are moving quickly from natural-channel exclusivity into mainstream grocery — and, increasingly, into convenience-channel coolers alongside legacy energy and carbonated soft drink facings. Tractor's core business is foodservice, where it already supplies organic dispensed beverages to restaurant and hospitality accounts, giving the brand trade credibility that typically accelerates retail buyer conversations.

Wegmans operates as a high-velocity proving ground for emerging beverage brands; velocity data from that banner tends to carry weight in subsequent buyer pitches across the grocery and convenience spectrum. Product availability at Wegmans may vary by location.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.