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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.
