Constellation invests in ‘functional’ adaptogenic drink Hiyo
Constellation Brands has acquired a minority stake in Hiyo – an organic, non-alcoholic “social tonic” made with “adaptogens, nootropics, and botanicals”. The post Constellation invests in ‘functional’ adaptogenic drink Hiyo appeared first on The Drinks Business.
Constellation Brands has acquired a minority stake in Hiyo – an organic, non-alcoholic “social tonic” made with “adaptogens, nootropics, and botanicals”.
The investment, which was made through Constellation’s venture capital group, is a move to “collaborate with people and brands driving innovation and transforming the future of the industry”.
Each 0% ABV can of Hiyo includes ingredients including ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower, and ginger and contains 30 calories.
Hiyo is available in four flavours: Blackberry Lemon, Peach Mango, Strawberry Guava, and Watermelon Lime.
According to Nielsen IQ1 figures, more than 93% of non-alcoholic drink buyers are also purchasing drinks that contain alcohol, which suggests that Hiyo “extends the options and opportunity for participation in traditional beer, wine, and spirits occasions, making it a strong complement to Constellation’s current portfolio”.
Speaking about the acquisition, Constellation Brands’ senior vice president of new business ventures John Utter said: “Our ventures model is centred around investing in new and adjacent categories in line with where consumers are going, which is what really excites us about Hiyo.”
Utter explained: “Their distinctive brand and delicious liquid make it clear to see why Hiyo is one of the fastest-growing names in the functional non-alcoholic space, and we look forward to collaborating with the team to help bring their innovative products to even more consumers.”
Hiyo co-founder and CEO Evan Quinn insisted: “This partnership with Constellation Brands marks a pivotal moment for Hiyo as we continue to serve the growing demand for elevated non-alcoholic options.”
Quinn added: “With Constellation's deep expertise and expansive distribution network, we believe this partnership will help us provide consumers with convenience and access to Hiyo, accelerating our mission to have Hiyos everywhere that beer, wine, and spirits are served.”
In its first four years on the market, the Hiyo brand has earned more than 10,000 five-star reviews online.
The plan is to continue the brand’s momentum in 2025 with new retail launches, innovation, and team growth.
Hiyo is currently sold in more than 3,000 points of distribution across the US, including retailers such as: Whole Foods Market, Sprouts Farmers Markets, and The Vitamin Shoppe.
Consumers can also buy Hiyo online through the brand’s webshop or via Amazon.
The investment, which was made through Constellation’s venture capital group, is a move to “collaborate with people and brands driving innovation and transforming the future of the industry”.
Each 0% ABV can of Hiyo includes ingredients including ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower, and ginger and contains 30 calories.
Hiyo is available in four flavours: Blackberry Lemon, Peach Mango, Strawberry Guava, and Watermelon Lime.
According to Nielsen IQ1 figures, more than 93% of non-alcoholic drink buyers are also purchasing drinks that contain alcohol, which suggests that Hiyo “extends the options and opportunity for participation in traditional beer, wine, and spirits occasions, making it a strong complement to Constellation’s current portfolio”.
Speaking about the acquisition, Constellation Brands’ senior vice president of new business ventures John Utter said: “Our ventures model is centred around investing in new and adjacent categories in line with where consumers are going, which is what really excites us about Hiyo.”
Utter explained: “Their distinctive brand and delicious liquid make it clear to see why Hiyo is one of the fastest-growing names in the functional non-alcoholic space, and we look forward to collaborating with the team to help bring their innovative products to even more consumers.”
Hiyo co-founder and CEO Evan Quinn insisted: “This partnership with Constellation Brands marks a pivotal moment for Hiyo as we continue to serve the growing demand for elevated non-alcoholic options.”
Quinn added: “With Constellation's deep expertise and expansive distribution network, we believe this partnership will help us provide consumers with convenience and access to Hiyo, accelerating our mission to have Hiyos everywhere that beer, wine, and spirits are served.”
In its first four years on the market, the Hiyo brand has earned more than 10,000 five-star reviews online.
The plan is to continue the brand’s momentum in 2025 with new retail launches, innovation, and team growth.
Hiyo is currently sold in more than 3,000 points of distribution across the US, including retailers such as: Whole Foods Market, Sprouts Farmers Markets, and The Vitamin Shoppe.
Consumers can also buy Hiyo online through the brand’s webshop or via Amazon. 
