Hiyo is a California-born organic social tonic founded in 2021 by three co-founders whose personal experiences with alcohol's harms drove them to build a genuinely mood-lifting alternative — one that reached Costco and nationwide Target by 2026.
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See all ads on AdLibrary →Hiyo is an organic social tonic brand founded in 2021 in Venice, California by Evan Quinn (CEO), George Youmans (CRO), and Cygne Cooper (CBO). The brand grew from a personal mission: in April 2019, Quinn and Youmans each had family members hospitalized for alcohol-related issues, leading both to cut back on drinking and eventually to create a functional beverage that could replace alcohol's social role. Hiyo's drinks are formulated with natural adaptogens, nootropics, and functional botanicals to support mood and social ease without intoxication. The brand built its following through sustained TikTok community engagement before securing major retail partnerships including a Live Nation venue deal — making Hiyo available at concerts and events — and expanding into Costco and nationwide Target in 2026. The brand's authentic founding story and community-first growth model distinguish it in a category increasingly populated by VC-backed launches.
Hiyo's advertising strategy is rooted in community-first growth rather than top-down paid acquisition. The brand built a TikTok presence through authentic founder storytelling and user-generated content before scaling with paid amplification — a model that generates a lower CAC because organic trust precedes paid spend. The founding story (two co-founders with family members hospitalized for alcohol-related issues) is genuinely compelling and used consistently across brand communications without becoming exploitative. Creative focuses on social occasions: concerts, gatherings, outdoor events — moments where the target consumer wants something in hand that signals social participation without the alcohol. The Live Nation partnership was a masterstroke of trial-driving distribution: put the product in people's hands at peak social moments. Discover Hiyo's ad creative on the Hiyo ad library.
TikTok is Hiyo's primary community-building and organic discovery channel, but Instagram is the paid performance workhorse. The brand's visual aesthetic — bright, clean, optimistic California outdoor imagery — performs well in feed and Stories formats. Facebook targets older sober-curious and wellness consumers who are exploring NA options but aren't yet heavy TikTok users. The brand uses event and occasion-based targeting (sober October, Dry January, festival seasons) to reach consumers at the moment they're most motivated to experiment with alcohol alternatives. Influencer partnerships skew toward lifestyle, wellness, and music/festival audiences rather than pure health and fitness creators.
Hiyo copy centers on social joy without alcohol — not sobriety as sacrifice, but as a positive choice that doesn't diminish the experience of being with people. The brand's tagline sensibility is about feeling good, connected, and present: adaptogens and nootropics are explained through benefits language (calm energy, social ease, mood support) rather than clinical ingredient descriptions. The founders' story adds authenticity to purpose-driven copy themes. Seasonal campaign themes align with peak social moments: summer concerts, holiday gathering season, Dry January as an on-ramp to long-term moderation. Copy avoids the self-righteousness that plagues some NA brands — the tone is inclusive and fun rather than health-lecture.
Hiyo's Live Nation partnership is one of the most creative distribution-as-marketing moves in the NA beverage category. By placing the product in music venues and festivals, the brand solved the core trial problem: consumers who've never paid for an NA tonic at a bar suddenly reach for one when it's the most socially easy option available. This is textbook category education through forced trial, not advertising. The brand's TikTok-first community building also demonstrates that in beverage, word-of-mouth driven by genuine product experience compounds faster than paid acquisition. For NA beverage brands, Hiyo is the case study for why your distribution strategy and your marketing strategy should be the same document.
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