George Youmans, an amateur biohacker and cofounder of nonalcoholic tonic Hiyo, discusses how personal experiences and market trends influenced the startup's inception. After working at Red Bull, he sought a healthier lifestyle and realized the limitations of existing nonalcoholic options. The traumatic hospitalizations of family members due to alcohol-related issues prompted him and his cofounder Evan to develop Hiyo. Constellation Brands' recent minority stake acquisition emphasizes the expanding nonalcoholic market, where consumers increasingly desire products that offer unique, enjoyable drinking experiences without alcohol.
I learned a lot working at Red Bull, but there was a bit of a misalignment with the product itself, which influenced my path to Hiyo.
The idea for Hiyo emerged as we recognized a profound need for a nonalcoholic tonic that aligned with healthier lifestyles and a growing market.
Our traumatic experiences with family illnesses led us to rethink our drinking habits and ultimately launch Hiyo to fill a gap in the non-alcoholic market.
As the nonalcoholic market expands, consumers desire beverages that not only avoid alcohol but also provide a unique and satisfying drinking experience.
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