What's Happening?
Hiyo, a U.S.-based brand known for its alcohol-free social tonics, is embarking on a significant retail expansion in 2026. The company plans to double its distribution from 5,000 to 10,000 retail locations
nationwide. This expansion begins with the launch of a multi-pack in over 400 Costco stores across major regions such as the Northeast, Southeast, Midwest, and more. Hiyo's products, which include a blend of organic adaptogens and natural nootropics, are designed to enhance mood and relieve stress. The brand's Sunset Party Pack, featuring flavors like blackberry lemon and peach mango, is targeted at group gatherings and events like Dry January. Hiyo's entry into Costco, a major U.S. retailer, marks a milestone in its strategy to reach a broader audience and normalize mindful drinking.
Why It's Important?
Hiyo's expansion into Costco represents a significant step towards mainstream acceptance of alcohol-free beverages in the U.S. market. By securing shelf space in one of the country's largest retail chains, Hiyo gains access to millions of potential customers, which could accelerate the adoption of non-alcoholic social tonics. This move aligns with broader consumer trends favoring health-conscious and low-alcohol lifestyles. The partnership with Costco not only enhances Hiyo's visibility but also positions it as a leader in the growing market for functional beverages. This expansion could influence other beverage companies to explore similar opportunities, potentially reshaping the landscape of the U.S. beverage industry.
What's Next?
Following its successful entry into Costco, Hiyo plans to continue its retail expansion throughout 2026. The company aims to increase brand awareness and consumer trials, establishing itself as a household name in the social tonic category. Additionally, Hiyo's partnership with Live Nation will introduce the brand to live music audiences across the U.S., further broadening its reach. As Hiyo continues to grow, it may face competition from other beverage brands looking to capitalize on the trend towards alcohol-free and functional drinks. The company's ability to maintain its unique product offerings and expand its distribution network will be crucial to its long-term success.
