What does it take to build a breakout non-alcoholic beverage brand in today’s ultra-competitive drinks market? For George Youmans, co-founder and Chief Revenue Officer of Hiyo, it starts with a crystal-clear brand promise: a stress-relieving, mood-boosting sensation they call “the float.”

In just three years, Hiyo has grown into a category leader, selling over 500,000 cases annually, with +212% year-over-year retail sales growth — making it the #1 contributor to growth in the functional-other beverage category, according to SPINS. With its USDA Organic formulation, a national rollout in 946 Target stores, and a recent minority investment from Constellation Brands, Hiyo is cementing its place as a top player in the fast-rising functional non-alc space.

In this episode, George shares:

• How Hiyo went from a bootstrapped pandemic idea to tripling retail revenue last year
  

• The role of e-commerce in Hiyo’s early success, including a 10X sales leap in year two and 3X in year three
  

• Why the “floaty feeling” — not just functional ingredients — became the emotional core of the brand
  

• How the team leverages its 500K+ DTC customer base to drive velocity at retail with targeted geo campaigns
  

• Why Hiyo prioritizes rate of sale over door count, aiming for sustainable growth over splashy expansion
  

• How packaging design — based on Californian sunset palettes — became a brand differentiator
  

• The importance of staying operationally lean while growing fast — and what George learned from early forecasting mistakes
  

• How event partnerships with EDC, HARD Summer, and Breakaway Music Festival support liquid-to-lips trial with over 300,000 festivalgoers
  

• Why George believes Hiyo can be for hard seltzers and RTDs what Athletic Brewing is for beer

Last Call: 

On Last Call, we dive into a new per-capita wine consumption map from Visual Capitalist and the NIAAA — and what it reveals about:

• Why wine consumption is lowest in the Midwest and South

• How D.C. became the nation’s most wine-loving "state"

• The surprising disconnect between income, control states, and wine sales

• Why tasting room visitation may be dropping in California — but rising in states like Michigan and Virginia

Don’t miss our next episode, dropping on June 4.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as Portfolio Development Director at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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Instagram @borkaline

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