Hiyo, one of the fastest-growing names in the functional beverage category, has announced a major leap forward in its national retail strategy with a new partnership that brings its signature non-alcoholic social tonics to select Whole Foods Market locations across the United States. This marks a significant milestone for the Los Angeles-based brand as it moves beyond its direct-to-consumer (DTC) roots to become a growing force on store shelves.
The expansion includes the debut of a brand-new flavor—Pineapple Coconut—a tropical blend designed to capture the essence of summer and mindful indulgence. Available exclusively at select Whole Foods Market stores and online at , the new flavor will remain a retail exclusive through the summer, with broader distribution expected to begin in October 2025.
With this launch, Hiyo’s presence now spans over 6,000 retail doors nationwide—a notable transformation for a brand that began with a mission to offer a healthier, more intentional alternative to alcoholic beverages. The addition of Whole Foods Market to its roster of retailers not only cements Hiyo’s place in the competitive beverage aisle but also opens the door to a broader, wellness-minded audience already aligned with the Whole Foods lifestyle.
From Startup to Shelf: Hiyo’s Rise as a Social Tonic Pioneer
Founded with the vision of transforming social drinking, Hiyo was created for a new generation of health-conscious consumers who seek connection without compromise. Each Hiyo beverage is a carefully crafted blend of adaptogens, nootropics, and functional botanicals, designed to promote relaxation, focus, and mood elevation without the use of alcohol. The brand refers to the resulting sensation as “the float”—a gentle, feel-good lift that mimics the social ease of alcohol, without the hangover.
“Our goal has always been simple yet ambitious: change the way the world drinks,” said George Youmans, co-founder and Chief Revenue Officer of Hiyo. “This partnership with Whole Foods Market is not just a retail win—it’s a testament to the shift we’re seeing in consumer values. People are becoming more mindful about what they put in their bodies, and they’re looking for options that align with their goals of wellness, clarity, and social connection. Whole Foods Market has long been a leader in curating products that meet those standards, so we’re thrilled to take this next step with them.”
Introducing Pineapple Coconut: A Flavor Built for the Season
At the heart of the launch is Hiyo’s newest innovation: the Pineapple Coconut flavor. Developed to evoke the warmth of summer and the carefree joy of beachside gatherings, the new offering combines juicy tropical notes with a creamy coconut finish, delivering an island-inspired experience in every sip.
Unlike traditional sodas or alcoholic cocktails, Pineapple Coconut is zero-proof and contains only 30 calories per 12-ounce can. Like all Hiyo drinks, it includes a proprietary blend of 1.7 grams of functional ingredients—including adaptogens like ashwagandha, nootropics for mental clarity, and botanical extracts that support relaxation and mood enhancement. The result is a refreshing, flavorful beverage that supports both physical and emotional well-being.
The flavor’s exclusive availability at Whole Foods Market during the initial launch window underscores Hiyo’s commitment to aligning with premium retailers that cater to discerning shoppers. Consumers can also find the new flavor on the brand’s official website, with a broader retail rollout scheduled for fall.
A Functional Lineup That Delivers on Taste and Wellness
In addition to the new Pineapple Coconut variety, Whole Foods Market will also stock three of Hiyo’s most popular flavors:
- Blackberry Lemon: a tart yet smooth option that balances dark fruit notes with citrus brightness.
- Passionfruit Tangerine: a vibrant, exotic blend designed to awaken the senses.
- Peach Mango: a juicy, mellow combination that leans into soft, sunny flavors.
Each flavor is available in single cans and convenient 4-packs, allowing shoppers to try individual varieties or stock up on their favorites. The full lineup delivers the same “float” effect without the effects of alcohol, caffeine, or added sugar, making Hiyo an ideal option for a variety of occasions—from casual get-togethers to wellness-centered gatherings and sober-curious explorations.
Meeting the Demand for Sober-Curious and Functional Alternatives
Hiyo’s nationwide launch comes at a time when the non-alcoholic beverage space is experiencing rapid growth, driven by shifting consumer attitudes toward alcohol consumption. The rise of the “sober curious” movement has opened the door for brands like Hiyo to thrive, offering flavorful, functional drinks that don’t compromise on experience.
According to market research, the global no- and low-alcohol beverage category is projected to grow steadily over the next five years, with demand surging among Millennials and Gen Z consumers seeking more mindful ways to socialize. Products that blend wellness benefits with elevated flavor profiles—like Hiyo’s social tonics—are particularly well-positioned to capture this momentum.
A Partnership Rooted in Shared Values
Whole Foods Market’s decision to onboard Hiyo products reflects a shared commitment to transparency, clean ingredients, and innovation in the health and wellness space. Known for its rigorous product standards and emphasis on quality, Whole Foods provides an ideal platform for emerging brands that prioritize functional nutrition and consumer education.
“Whole Foods has always been a tastemaker in the health and wellness community,” said Youmans. “Their support of this exclusive flavor and our brand as a whole shows just how far the conversation around alcohol alternatives has come. We’re excited to reach even more people who are ready to elevate their social routines.”
