Hiyo began with one disruptive idea: Rethink the way the world drinks.
In April 2019, co-founders Evan Quinn and George Youmans each experienced a family health crisis related to alcohol. That moment sparked a personal shift. In solidarity with their families, they decided to stop drinking—and quickly realized how limited the alternatives were. Most non-alcoholic options were overly sweet, basic mixers, or caffeinated beverages that didn’t replicate what they truly missed: the feeling.
“At that time, it wasn’t about giving up drinking—it was about finding something that still helped us unwind and connect,” recalls Evan Quinn, co-founder of Hiyo. “We wanted a drink that supported mental well-being without compromising the social experience.”
A Better Way to Feel Good
At the time, George was working in music marketing at Red Bull, and Evan was leaving finance to pursue an MBA at UCLA. The two began brainstorming ideas with their longtime friend Cygne Cooper, a brand marketer and creative lead at global media company Endeavor. United by a shared vision, the three set out to create an alternative that didn’t sacrifice fun, flavor, or social connection.
That vision became Hiyo—a non-alcoholic social tonic designed to deliver a “floaty” lift through a proprietary blend of organic adaptogens, nootropics, and botanicals. Working alongside a medicinal herbalist and a team of formulators, the founders spent more than a year perfecting the recipe to evoke mood-boosting, stress-relieving effects typically associated with alcohol—only this time through feel-good functional ingredients.
From the beginning, the mission wasn’t to tell people to stop drinking—it was to give them a choice. The brand believes everyone deserves a drink that matches both their vibe and their values.
Launching a beverage in an alcohol-dominated world was no easy feat. From early skepticism to educating buyers about a new category, the team faced its share of challenges. But momentum grew quickly. While still in business school, Evan entered Hiyo into UCLA Anderson’s Knapp Venture Competition and won the $40,000 grand prize—funding their first production run.
A New Social Ritual
By May 2021, Hiyo sold its first can. Today, Hiyo is one of the fastest-growing functional beverage brands in the country, available in more than 6,000 retail locations nationwide, with over 10,000 five-star reviews and features in Forbes, Adweek, Entrepreneur, Vogue, CNN, and Buzzfeed News.
To the founders, nourishing change means more than creating a better-for-you product. “It means challenging cultural norms,” says George Youmans, co-founder of Hiyo. “It means trading pressure for presence, and disconnection for true connection. It means including more people in more moments, no matter what they’re drinking.”
Winning the Nourishing Change Emerging Brands Competition reaffirmed that this mission matters. “It’s not just about what’s in the can—it’s about who it’s for and what it stands for. We’re grateful to be part of this growing community of changemakers who are rewriting the rules of the grocery aisle,” says Evan.
Hiyo continues to expand its reach and redefine what it means to celebrate—proving that you don’t need alcohol to feel good, connect deeply, or float higher.
