hiyo
Hiyo is a Venice, California-based non-alcoholic functional beverage company selling USDA-certified organic seltzers formulated with adaptogens and nootropics, distributed through 3,000+ U.S. retail doors, DTC e-commerce, and Live Nation venues, targeting sober-curious millennials and Gen Z.
- Company typePrivate
- Founded2019
- HeadquartersMarina Del Rey, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What hiyo does
Hiyo is a California-based non-alcoholic beverage company that produces organic functional seltzers formulated with 1,700mg of adaptogens, nootropics, and botanicals per can (KSM-66 ashwagandha, L-theanine, lion's mane mushroom, lemon balm, passion flower, and ginger). The product line spans six fruit-forward flavors sold individually or in multi-pack configurations (Classic 12-pack, Tropical 12-pack, Sunset Party 18-pack), and is positioned as the first USDA certified organic non-alcoholic seltzer in the U.S. market. The company markets to health-conscious millennials and Gen Z consumers seeking sober-curious alternatives to alcohol, as well as live event attendees through a multi-year Live Nation venue partnership.
Hiyo operates an omnichannel go-to-market combining direct-to-consumer e-commerce (drinkhiyo.com) with subscription billing at $38.25-$44.99 per 12-pack, alongside mass retail distribution through Costco (400 warehouses), Whole Foods (500+ stores), Target, Sprouts, Vitamin Shoppe, Wegmans, HEB, Total Wine, and Harris-Teeter. Live event sales are enabled through 40+ Live Nation venues including House of Blues, Fillmore venues, and amphitheaters. The company has secured strategic minority equity investments from Constellation Brands (February 2025) and Live Nation Entertainment (December 2025), reflecting institutional validation from major alcohol and entertainment incumbents positioning for the non-alcoholic category.
The business model is asset-light CPG with co-manufactured production and a small core team (1-10 employees). Revenue is generated through one-time retail/wholesale sales, recurring DTC subscriptions, event-venue sales, and ancillary merchandise and gift card revenue. Customer engagement is driven by a rewards program, content marketing, influencer partnerships, and a 500,000+ member 'float fam' social community, with reported retail sales growth of 212.7% year-over-year and presence in approximately 3,000 U.S. retail doors.
hiyo firmographics
Firmographics- Name
- hiyo
- Legal name
- hiyo Inc.
- Website
- https://drinkhiyo.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Hiyo is a Venice, California-based non-alcoholic functional beverage company selling USDA-certified organic seltzers formulated with adaptogens and nootropics, distributed through 3,000+ U.S. retail doors, DTC e-commerce, and Live Nation venues, targeting sober-curious millennials and Gen Z.
- Ownership category
- akta.pro rank
hiyo industry classification
Industry- Product category
- Non-Alcoholic Functional Beverages
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)
- akta.pro secondary industries
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC)
Keywords
Where hiyo is headquartered
LocationHeadquarters
- HQ city
- Marina Del Rey
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
hiyo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct-to-Consumer Product Sales: Online sales of non-alcoholic social tonics via drinkhiyo.com with 12-pack, 24-pack, and 48-pack options. Subscription model provides recurring revenue with 15% discount and free shipping.
- Wholesale/Retail Distribution: Distribution through major retail partners including Costco (400 warehouses), Whole Foods (500+ stores nationwide), Target, Sprouts, Vitamin Shoppe, Wegmans, HEB, Total Wine, and Harris-Teeter. Initial test in select California and Colorado Costco stores before national rollout.
- Event/Festival Sales: Sales through Live Nation venues and festivals including House of Blues, The Greek Theatre, Fillmore venues, and major amphitheaters. Multi-year partnership bringing products to 40+ live event venues nationwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Classic Pack 12-pack at $44.99 ($3.19/can) |
| Unit Pricing | Monthly | Tropical Pack 12-pack |
| Unit Pricing | Pay-as-you-go | Sunset Party Pack 18-pack at $34.04 at Costco |
| Unit Pricing | Pay-as-you-go | Bulk Discounts |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
hiyo product offering
Product offeringCore offering
Hiyo produces and sells non-alcoholic canned "social tonics" marketed as a healthier alternative to alcoholic beverages. Each 12-oz can contains 1,700mg of a proprietary blend of organic adaptogens (KSM-66 ashwagandha), nootropics (L-theanine, lion's mane mushroom), and botanicals (lemon balm, passion flower, ginger), positioning Hiyo as the first USDA certified organic non-alcoholic seltzer. Products are sold in 12-packs and an 18-pack Costco-exclusive Sunset Party Pack across six flavor variants including Blackberry Lemon, Peach Mango, Passion Fruit Tangerine, Pineapple Coconut, Strawberry Guava, and Watermelon Lime.
Product overview
Hiyo is a non-alcoholic beverage brand offering organic social tonics crafted with adaptogens, nootropics, and botanicals. The product lineup centers on canned functional beverages in multiple flavor variants: Classic Pack (blackberry lemon, peach mango, strawberry guava, watermelon lime), Tropical Pack (passion fruit tangerine, peach mango, pineapple coconut, strawberry guava), and Sunset Party Pack (blackberry lemon, passion fruit tangerine, peach mango). Individual flavors are also sold separately. The company also offers branded merchandise including apparel and accessories through its rewards program, plus digital gift cards.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Pack A 12-pack variety box containing three cans each of blackberry lemon, peach mango, strawberry guava, and watermelon lime flavors of Hiyo's non-alcoholic social tonic with adaptogens, nootropics, and botanicals.
- Tropical Pack A 12-pack variety box featuring tropical flavors including three cans each of passion fruit tangerine, peach mango, pineapple coconut, and strawberry guava, positioned as a summer-themed alternative with bright, bubbly flavors.
- Sunset Party Pack An 18-pack variety box exclusive to Costco warehouses, containing six cans each of blackberry lemon, passion fruit tangerine, and peach mango flavors, designed for gatherings and golden hour occasions.
- Blackberry Lemon A bold blackberry and zesty lemon flavored non-alcoholic social tonic with adaptogens and nootropics, featuring rich blackberry with lemon notes for a complex, wine-like profile.
- Passion Fruit Tangerine A tart and tempting non-alcoholic social tonic combining fragrant passion fruit with tart tangerine for a sharper, tropical sip.
- Peach Mango A sweet and satisfying non-alcoholic social tonic blending sweet peach with smooth mango for a tropical taste experience.
- Pineapple Coconut A bright and uplifting non-alcoholic social tonic combining juicy pineapple with soft coconut notes for an island-inspired escape.
- Strawberry Guava A vibrant and inviting non-alcoholic social tonic blending ripe strawberries with exotic guava for a tangy, tropical profile.
- Watermelon Lime A light and refreshing non-alcoholic social tonic combining fresh watermelon with a crisp hint of lime for a summery, playful taste.
- Hiyo Merchandise Branded merchandise including hoodies, sweatpants, t-shirts, trucker hats, dad hats, totes, playing cards, bottle openers, keychains, and air fresheners available through the rewards program and direct purchase.
- Hiyo Gift Cards Digital gift cards available in $25, $50, $75, and $100 denominations, sent via email with redemption codes for purchasing Hiyo products.
Quantifiable outcome
- 212.7% year-over-year increase in retail sales
- +3 more outcomes
Companies that use hiyo
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
hiyo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
hiyo partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CostcocoreCostco became an informal launchpad for Hiyo testing consumer products through regional time-limited trials. Grew from small Southern California test to supplying 400 Costco warehouses across 47 states. Launched Sunset Party Pack 18-pack at $34.04.
- Whole Foods MarketcoreExclusive nationwide launch of Pineapple Coconut flavor at select Whole Foods Market stores, marking significant expansion of retail presence. Later expanded to 500+ stores nationwide.
- TargetcoreAvailable at Target retail locations nationwide as part of expansion into major national retail chains alongside Whole Foods and Erewhon.
- Insomniac EventsminorInitial partnership with Insomniac for event presence at Electric Daisy Carnival Las Vegas, marking the genesis of Hiyo's journey in music before expanding with Breakaway Music Festival.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
hiyo competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
hiyo social profiles
Digital presencehiyo compliance and trust
Trust signalCompliance5 records
hiyo financial estimates
Financial estimateRevenue estimate
Valuation estimate
hiyo leadership team
Management profileNumber of profiles
Profiles3 records
hiyo funding detail
Funding detailFunding overview
Funding rounds5 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
hiyo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about hiyo
What does hiyo do?
Hiyo produces and sells non-alcoholic canned "social tonics" marketed as a healthier alternative to alcoholic beverages. Each 12-oz can contains 1,700mg of a proprietary blend of organic adaptogens (KSM-66 ashwagandha), nootropics (L-theanine, lion's mane mushroom), and botanicals (lemon balm, passion flower, ginger), positioning Hiyo as the first USDA certified organic non-alcoholic seltzer. Products are sold in 12-packs and an 18-pack Costco-exclusive Sunset Party Pack across six flavor variants including Blackberry Lemon, Peach Mango, Passion Fruit Tangerine, Pineapple Coconut, Strawberry Guava, and Watermelon Lime.
Is hiyo a public or private company?
hiyo is a private company. It is classified as venture growth investor backed and is currently operating.
When was hiyo founded?
hiyo was founded in 2019. It employs 1 to 10 people.
Where is hiyo based?
hiyo is headquartered in Marina Del Rey, United States, in the North America region.
How does hiyo make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are wholesale/Retail Distribution and event/Festival Sales.
Does hiyo have an API?
No public API is recorded for hiyo.
What industry is hiyo in?
hiyo's product category is Non-Alcoholic Functional Beverages. Its primary akta.pro industry code is AFAFAFAF, Botanical/Herbal & Adaptogen Functional Beverage Production, with a secondary code of CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.). Its NAICS code is 312111 and its SIC code is 2086.