Non-alcoholic social tonic maker Hiyo is the latest beverage maker to align with concert promotion giant Live Nation, which has similarly backed brands like JOLENE Coffee, Liquid Death and Owen’s Craft Mixers.
The adult non-alc category is on its way to hitting $1 billion in off-premise sales as new entries shake up the top brand families and begin to drive prices down, according to market research firm NIQ.
This week’s gallery features a first look at Pepsi Prebiotic, the first release from Lucky Energy’s Black Label Collection, a fan-demanded flavor from Magic Cactus, and more.
The weather is warming up and innovation is heating up. This week’s new products feature a bevy of coffee innovations from Bones, Pop & Bottle, Community Coffee and Trade, as well as citrus soda launches from Mountain Dew and Poppi, and an All-Star collaboration between ITO EN and L.A. Dodgers phenom Shohei Ohtani.
Los Angeles-based adult non-alc brand Hiyo has announced a new $19 million investment which included Series A funds, prior convertibles and a “recapitalization.”
The adult non-alcoholic (ANA) beverage category has been driven recently by demand for functional options intentionally crafted to have an effect and positioned toward experiential occasions.
The functional and THC beverage categories are seizing the opportunity at live music festivals to build brand awareness and recontextualize the overall festival experience while giving promoters a revenue boost among a growing base of consumers moderating their alcohol intake.
Coachella Music Festival has for the first time partnered with a non-alcoholic retailer, The New Bar, to offer zero-proof cocktails and ready-to-drink (RTD) beverages bringing for inclusivity to the NA community at the two-weekend concert event in Southern California.
Non-alcoholic drink brand hiyo increased sales tenfold last year and beat its total sales from January 2022 in the first two days of 2023 saying it could have doubled sales during the month if it had more supply to offer.
