How Hiyo Went From DTC Startup to Live Nation Partnership

Hiyo's founders turned a personal wake-up call into one of the fastest-growing adult non-alcoholic beverage brands in the country. Built on sharp strategy, standout design, and disciplined execution, Hiyo is now scaling nationally — including a newly inked Live Nation partnership placing the brand in major venues across the U.S.

In this episode, we sit down with Hiyo's three co-founders, Evan Quinn, Cygne Cooper and George Youmans, who discuss how this SoCal-born "social tonic" is redefining moderation, unlocking category whitespace, and proving that thoughtful focus can outpace flashy niche plays.

Show notes:

0:25: Evan Quinn, Cygne Cooper & George Youmans, Co-Founders, Hiyo – Evan and George reflect on how simultaneous family crises related to alcohol prompted them to cut back on drinking and inspired them to create Hiyo. Cygne discusses how she crafted the SoCal-inspired brand identity and sunset-themed packaging. George notes that Hiyo was initially a DTC brand and grew carefully into retail once operations were strong and consumer demand was clear. Cygne talks about how Hiyo's booth at Expo West 2024 created an energetic, immersive experience before the founders explain how merchandising strategy varies by retailer, with Hiyo fitting either near alcohol or within functional beverage sets. George talks about Hiyo's national partnership with Live Nation, requiring tight coordination across design, production, logistics, and on-premise education.

Brands in this episode: Hiyo, Liquid Death