New Format Targets Trial and Summer Occasions

Hiyo, an organic social tonic positioned as an alcohol alternative, launched the Sunset Sixer, its first-ever six-pack variety format, on June 9. The limited-edition pack includes two cans each of Blackberry Lemon, Passion Fruit Tangerine, and Peach Mango, at a suggested retail price of $19.99.

The launch aligns with peak summer entertaining season and represents a strategic pivot toward smaller pack sizes to drive trial among new consumers while offering existing customers a more portable, accessible option.

Retail Expansion Accelerates

The Sunset Sixer rollout follows rapid retail expansion for the brand, which now operates in more than 8,000 locations nationwide. Major retailers carrying the new format include Target, Costco, Kroger, Wegmans, Harris Teeter, Thrive Market, Fresh Thyme, and Total Wine & More, among others.

George Youmans, co-founder and chief revenue officer, stated: "As we continue to expand our footprint and deepen partnerships with leading national retailers, our focus is on making Hiyo more accessible and seamlessly integrated into people's everyday routines and lifestyles. The Sunset Sixer provides customers with the variety they love at a more accessible price point, making it the perfect companion for sun-drenched adventures and sunset kickbacks all Summer long."

Functional Ingredient Profile

Hiyo's formula combines adaptogens, nootropics, and botanicals—ashwagandha, L-theanine, lion's mane, lemon balm, passion flower, and ginger—designed to support relaxation, mood, and clarity. The product contains 0% alcohol and 30 calories per can.

Live Nation Partnership Drives Cultural Relevance

The brand is leveraging a concert venue partnership with Live Nation to support a "Summer of Sound" campaign running May 25 through September 7. The promotion offers daily $100 Concert Cash prizes redeemable on Live Nation and Ticketmaster, plus three grand prizes awarding $3,000 in Concert Cash each. Consumers can enter with any in-store Hiyo purchase.

Why It Matters

The six-pack format and expanded retail presence signal that the non-alcoholic beverage category continues to mature beyond niche positioning. Hiyo's focus on accessibility pricing and cultural partnerships (music festivals, venue distribution) mirrors playbooks typically used by mainstream beverage and alcohol brands, suggesting that social tonics are moving from trial stage to normalized consumption occasions.

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Written by FBM Publications Editors