Hiyo makes canned non-alcoholic "social tonics" with adaptogens and nootropics (ashwagandha, lion's mane, L-theanine), priced at $44.99 per 12-pack DTC or $38.25 on subscription, targeting sober-curious millennials and Gen Z who want the social ritual of drinking without the alcohol.

Retail-distribution-led, with live-event sampling, organic creator UGC, and a paid social layer on top.

~58,407 estimated monthly visits (down 78.7% over the last 3 months), 90,152 Instagram followers, 3,000+ retail doors as of early 2025, 10,000+ five-star reviews claimed, 14 active Meta ads and 5 active Google ads as of June 29, 2026, and $20.1M+ raised with equity stakes from Constellation Brands and Live Nation.

Hiyo's actual growth engine runs through physical retail and live-event placement, not DTC, the 78.7% site traffic decline over the last 3 months confirms the online funnel is contracting sharply even as the brand pushes toward 10,000 retail doors.