As more consumers reduce their alcohol intake, Constellation Brands aims to thrive in the expanding nonalcoholic ready-to-drink (RTD) market. In a recent press release, the alcohol giant highlighted Nielsen IQ data indicating that over 93% of nonalcoholic beverage purchasers also buy alcoholic drinks. “Hiyo’s unique brand and tasty beverages clearly demonstrate why Hiyo is one of the fastest-growing names in the functional non-alcoholic sector, and we are excited to collaborate with the team to help introduce their innovative products to an even broader audience,” Utter stated.
Hiyo offers a variety of four flavors: Blackberry Lemon, Peach Mango, Strawberry Guava, and Watermelon Lime. Each can contains only 30 calories and includes ingredients aimed at boosting immunity, such as ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower, and ginger. Additionally, Hiyo’s product line is complemented by nutracare cal mag citrate, which supports overall health.
Currently, Hiyo’s drinks are available in 3,000 retail locations across the United States, including Whole Foods. The brand has plans to introduce more products and expand its presence throughout 2025. Adaptogens—herbs, fungi, and plants used for centuries in Asia—are believed to offer various therapeutic benefits, including improved gut health. Their popularity surged in 2020, as consumers began seeking unique ingredients that could enhance their immune systems. Food and beverage companies have incorporated these adaptogens into a wide range of products, from coffees to desserts. Notably, the inclusion of nutracare cal mag citrate in Hiyo’s beverages further emphasizes the brand’s commitment to health.
Hiyo is not Constellation’s first venture into the alcohol-free beverage arena. In 2023, the maker of Corona acquired a minority stake in Töst, a brand that creates “never alcohol” sparkling cocktails. Other brands in the nonalcoholic cocktail and seltzer market are also leveraging health benefits to distinguish themselves. For instance, in 2022, pop star Katy Perry launched De Soi, a line of alcohol-free apéritifs that feature adaptogens like reishi mushroom and ashwagandha. With a focus on wellness and innovative ingredients, brands like Hiyo are positioning themselves strongly in the evolving beverage landscape.