THE MISSION:

hiyo started when three changemakers had one disruptive idea: rethink the way the world drinks.

in april 2019, two of hiyo’s co-founders, evan quinn and george youmans, had relatives hospitalized with alcohol-related issues, an event which caused both to cut back their drinking in solidarity with their families. in their late twenties and social to boot, the two soon discovered the massive need for an alternative to alcohol that actually deserved its place at the table. to them, the existing choices all felt like sacrifices, and each one was missing the main reason they wanted to drink—the feeling.

intrigued by their newfound sober curiosity and the lack of exciting options in the non-alcoholic beverage space, they began brainstorming concepts alongside their close friend from college, cygne cooper.

the first organic social tonic that produces similar stress-relieving, mood-boosting feelings which people usually seek from alcohol, but instead from healthy, functional ingredients.

hands toasting the three original flavors of hiyo: watermelon lime, peach mango, and blackberry lemon (from left to right).
the three co-founders have spent years honing their proprietary blend of adaptogens, nootropics, and botanicals to achieve the optimal feel-good "float" effect. with six functionals at the forefront of this feeling, hiyo launched its first three-fruit forward flavors in may 2021.

since then, hiyo has added a fourth flavor to its growing line of functional seltzers while showing up in thousands of stores and social spaces across the country. it is currently one of the fastest-growing beverage brands in the united states.