For many people, alcohol is the glue of social occasions. Take that out, and consumers often feel that something is missing. Hiyo wants to recreate that ‘buzz’ of the booze: but in a gentle way. But it’s not just about the drink: it’s about building a brand as a social tonic.
Putting its focus on the value of social connection, Hiyo’s big win was signing a multi-year partnership with Live Nation at the end of last year. This will see it roll out across live music venues across the US.
But that’s just one strand of its strategy. 2026 is also set to see it double its retail footprint, helping the brand − and concept of social tonics − move into the mainstream.
George Youmans, Co-Founder and Chief Revenue Officer at Hiyo, tells us how the brand is carving out new spaces and building its brand across the US.
BD: Introduce us to Hiyo!
GY: Hiyo is a USDA-organic social tonic designed to elevate how people unwind, connect, and socialize.
We founded the brand in 2021 with the belief that you shouldn’t have to choose between enjoying the moment and feeling good the next day.
Each can is made with a proprietary blend of adaptogens, nootropics, and botanicals (including ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower, and ginger) to deliver a light, mood-boosting lift we call “the float.”
It’s a subtle, relaxed feeling that supports presence without intoxication.
Today, Hiyo is available in more than 6,000 retail stores nationwide, including in Costco, Sprouts, Wegmans, Whole Foods Market, Target, H-E-B, and more.
We’ve also entered a multi-year partnership with Live Nation, bringing Hiyo to select US venues and festivals and expanding the brand into cultural and social spaces where people gather.
Who’s your target market?
Hiyo resonates most with what we call the Health-Seeking Hedonist: someone who believes wellness and enjoyment can coexist.
This audience is socially active, curious, and intentional about how they feel, often choosing moderation without wanting to give up the rituals of social drinking.
That might look like someone cutting back on alcohol and exploring better-for-you alternatives, a wellness-minded consumer focused on mental and physical balance, an early adopter drawn to new beverage trends, a busy parent carving out a moment to unwind, or a highly social person who wants to stay energized and engaged without overindulging.
Our products are designed for people in all stages of life − from social moments with friends to quiet wind-downs after a long day − all rooted in a shared desire for balance, connection, and living happy in your own.
Tell us about the functional aspect to your drinks
We’re not trying to replicate alcohol: we’re trying to replicate why people drink alcohol.
Most people aren’t drinking for the buzz; they’re drinking to relax, feel connected, and be present. Hiyo delivers those effects naturally through functional ingredients.
Ashwagandha helps reduce stress, L-theanine and lion’s mane support focus and clarity, lemon balm and passion flower promote calm, and ginger supports digestion.
Together, they create a gentle lift that feels grounding and uplifting — never intoxicating or overwhelming.
We think of Hiyo as a social tonic rather than a traditional functional beverage. The ingredients support the experience, but the real value is how people feel in the moment.
Tell us about the brand’s growth trajectory to date
Hiyo has grown from a Venice-born startup into one of the fastest-growing brands in the better-for-you beverage space, now available in thousands of retail locations nationwide.
Looking ahead, several milestones are shaping our next chapter. One is our Live Nation partnership, signed in August 2025, which positions Hiyo as the leading social tonic at major venues and festivals and strengthens our cultural footprint.
As we move into 2026, we’re preparing for a significant retail expansion, with plans to double distribution from roughly 5,000 doors to more than 10,000 across national retailers including Costco, Target, Kroger, Albertsons, and more.
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.
What’s been the key to building up Hiyo as a brand?
From the beginning, we’ve focused on building a movement, not just a beverage. Happy in your own isn’t just a tagline: it’s the lens through which we approach everything, from packaging and partnerships to community and content.
We lead with what we add, not what we take away. By centering the experience and the feeling, we’ve created an emotional connection that goes beyond functionality and turns first-time buyers into long-term fans.
What does January look like for you?
January is one of the most important moments of the year for us, driven by Dry January, wellness resets, and a broader interest in starting the year feeling better. In 2026, we’re leaning into that momentum with a mix of retail support, cultural activations, and community engagement.
We’re running a series of social giveaways, including one where a winner will receive a year’s supply of Hiyo, as well as a partnered giveaway with Om Mushrooms featuring their Lion’s Mane Mushroom Powder.
In-store, we’re supporting Dry January with discounts at select retailers, and online we’re offering 15% off our Variety Pack to encourage trial across flavors. Together, these efforts frame Dry January as an opportunity to explore new rituals to keep throughout the year, as opposed to reset that ends on January 31st.
How do you see mindful drinking trends evolving in 2026?
Mindful drinking is shifting from moderation alone to enhancement. Consumers are paying less attention to what’s missing and more to what’s being added: better ingredients, better experiences, and better outcomes the next day.
In 2026, we expect social tonics to move from the margins into the mainstream, becoming a core beverage category rather than a substitute.
Our goal is to help make mindful socializing feel intuitive, inclusive, and seamlessly woven into everyday life, whether that’s a weeknight dinner, a celebration, or a sober-curious moment. The future of drinking isn’t about opting out: it’s about opting into better experiences.
What inspires you in your journey in the alcohol-free category?
Inspiration comes from a myriad of places when you believe that you’re creating good in the world.
It can come in smaller singular ways when a customer reaches out about how our beverages helped them get sober and saved their relationship. It can come in a more macro sense when I stare at a warehouse full of cans, bewildered by the reality that these cans are catalysts for hundreds of thousands of people to make healthy changes in their lives.
Finally, on the day to day, I’m most often inspired by my colleagues who bring passion, creativity, and grit to the office everyday. I’m continually in awe that we’ve been able to cultivate such an incredible team of quality individuals whose presence here confirms to me that what we are building is special.
It’s rare that people have an opportunity to change the world, and I believe the progress we’ve made over the last four and a half years proves that we’re on our way to realizing that dream.
