Tractor Beverage's Haymaker Wins NEXTY Award as Organic Beverage Brand Expands Retail Footprint

Event summary

  • Tractor Beverage Company's Haymaker won the 2026 NEXTY Award in the Beverage category at Natural Products Expo West.
  • Haymaker also earned finalist recognition in the Product Design & Storytelling category.
  • The Apricot Peach flavor of Haymaker was specifically recognized for its blend of orchard fruit and gentle acidity.
  • Haymaker launched nationally in Sprouts Farmers Market locations on January 1, 2026.
  • Tractor Beverage Company is farmer-founded and employee-owned, focusing on USDA certified organic beverages.

The big picture

Tractor Beverage's NEXTY Award win underscores the growing consumer demand for organic, sustainably sourced beverages. The company's strategic shift from foodservice to retail marks a significant expansion phase, aligning with broader industry trends toward transparency and regenerative agriculture. With a focus on scaling organic beverages, Tractor Beverage is positioning itself as a key player in the natural products market.

What we're watching

Retail Scaling
How Tractor Beverage will sustain its retail expansion beyond Sprouts Farmers Market.
Brand Differentiation
Whether the NEXTY Award recognition will enhance Haymaker's market positioning.
Organic Supply Chain
The pace at which Tractor Beverage can expand its organic ingredient supply chain.