Hiyo starts 2026 retail push with Costco multi-pack launch

The brand is preparing for a ‘significant retail expansion’ in 2026: with plans to double distribution from 5,000 to 10,000 doors across national retailers. And that starts with the multi-pack launch in Costco this month. Described as a social tonic, Hiyo is made with organic adaptogens, natural nootropics and functional botanicals: all designed to offer a mood-enhancing, stress-relieving lift. Founded in 2021, its mission is to elevate how people unwind, connect and socialize. Each can is made with a proprietary blend that includes ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower and ginger. The brand is already available in around 6,000 retail stores nationwide, including Sprouts, Wegmans, Whole Foods Market, Target and H-E-B. Now, the Sunset Party Pack can be found in 400+ Costco locations nationwide: including the major Costco regions of the Northeast, Southeast, Midwest, Northwest, Bay Area, San Diego, Los Angeles and Texas. The Sunset Party Pack features blackberry lemon, peach mango and passion fruit tangerine: with the multi-pack designed for group gatherings or stocking up the fridge during Dry January and beyond. Costco is one of the country’s most influential retailers and making it into stores gives the brand an opportunity to reach millions of members, said George Youmans, co-founder and chief revenue officer. “Costco is a major milestone for us because it represents true mainstream adoption,” he told us. “It allows us to reach millions of highly engaged shoppers with a value-driven, shareable format that fits naturally into social occasions, Dry January, and everyday routines. Being in mass retail helps move mindful drinking from niche to normalized.” In addition to its retail expansion, the brand also signed a partnership with Live Nation at the end of 2025, which brings the brand to live music fans across the US. “2026 represents a transformational year: it will be one focused on scaling awareness, accelerating trial, and establishing Hiyo as both the leader in social tonics and a recognizable household brand,” said Youmans.