Constellation backs functional zero-ABV brand Hiyo
Constellation Brands has purchased a minority stake in alcohol-free functional drinks brand Hiyo for an undisclosed sum.
Described as an organic, non-alcoholic social tonic, Hiyo is made with a blend of adaptogens, nootropics, and botanicals.
Each can of Hiyo includes ingredients such as ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower, and ginger. The 0% ABV cans contain 30 calories and come in four flavours: Blackberry Lemon, Peach Mango, Strawberry Guava, and Watermelon Lime.
The minority stake purchase was made through Constellation’s venture capital group.
“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,” said John Utter, senior vice-president of new business ventures at Constellation Brands.
“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 was launched by Evan Quinn, Cygne Cooper and George Youmans in 2021. For 2025, the brand is planning new retail launches and will grow its team with new hires.
Quinn, who is CEO of Hiyo, said the partnership with Constellation marked a “pivotal moment” for the brand.
“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,” he noted.
Hiyo is currently sold in more than 3,000 US distribution points, including major retailers such as Whole Foods Market, Sprouts Farmers Markets, and The Vitamin Shoppe.
Constellation Brands recently reported a wine and spirits net drop of fall by 14% for the third quarter of fiscal 2025.
The company’s spirits portfolio includes High West Whiskey, Casa Noble Tequila, Mi Campo Tequila and Nelson’s Green Brier.
The US firm took a minority stake in alcohol-free sparkling brand Töst in 2023.
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