Hiyo Brings Feel-Good Social Tonics to Fans Across the U.S.
KEY TAKEAWAYS
Live Nation announced a new partnership and equity investment in Hiyo, a social tonic made from adaptogens, nootropics and botanicals.
Fans can now experience Hiyo’s signature “float” at select venues and festivals across the US — a naturally uplifting, feel-good effect perfect for concert nights.
Live Nation and Hiyo Social Tonics today announced a multi-year partnership, along with an equity investment from Live Nation, that will bring Hiyo’s feel-good, better-for-you beverages to fans at select U.S. venues and festivals.
The partnership marks one of the biggest brand moves in Hiyo’s history and brings their fruit-forward, mood-boosting social tonics to live music fans nationwide.
A New Way to Celebrate Live
Hiyo’s social tonics are crafted with adaptogens, nootropics, and functional botanicals to deliver the brand’s signature “float”, an uplifting sense of calm and clarity that helps fans feel good in the moment.
Fans will first experience Hiyo’s Blackberry Lemon flavor, a bold, fruit-forward social tonic that pairs well with any show — from the first note to the encore. With Hiyo, fans get a refreshing, low-calorie option without sacrificing taste.
“This is a defining moment for Hiyo. Consumers today are looking for choices when it comes to how they connect, celebrate, and socialize – and partnering with Live Nation puts us at the center of that shift,” added Evan Quinn, Chief Executive Officer at Hiyo. “It’s a powerful opportunity to bring our feel-good social tonics to some of the most iconic music venues in the country, reaching millions of fans during the moments that make them feel most connected.”
Fans Want Options — The Data Says So
Live Nation’s latest fan research* shows that:
- 6 in 10 alternate between alcoholic and non-alcoholic drinks at live events
- 80% say a great beverage makes the live experience even better
“Partnering with Live Nation brings our mission to life on the biggest cultural stage there is, live music,” added Ian Knowles, Hiyo’s Chief Strategy Officer. “From the beginning, we set out to create a refreshing, low calorie and delicious beverage that also feels good, which allows our customers to stay social, and live fully – truly enhancing how we socialize. Together with Live Nation, we get to meet people in the moments that matter most, helping fans everywhere ‘feel the float’ as they move, connect, and experience the joy of live music.”
A Strategic Investment in What’s Next
As part of the partnership, Live Nation has taken an equity stake in Hiyo. This investment accelerates Hiyo’s national expansion and is the latest in Live Nation’s investment portfolio, backing brands including JOLENE Coffee, Liquid Death, Owen’s Craft Mixers, among others, that meet fans where culture is moving.
“Fans celebrate in different ways throughout a show — sometimes with an alcoholic beverage, sometimes with non-alcoholic alternatives, and often a mix of both,” said Tom Allison, SVP of New Ventures at Live Nation. “As fans’ tastes continue to evolve, Hiyo fits naturally into what they’re reaching for next. We’re excited to bring the brand into our venues and help support their next phase of growth.”
Ready to feel the float? Find where Hiyo is serving fans next at drinkhiyo.com and follow @drinkhiyo for more “floaty” moments.
*Source: Live Nation Custom Global Study, “Beyond the Buzz,” 2025 (Base: 898 Global Live Music Goers).
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ABOUT LIVE NATION ENTERTAINMENT
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.
ABOUT HIYO
Founded in 2021 in Venice, California, Hiyo is one of the fastest-growing organic social tonic brands in the U.S., offering flavorful, functional beverages designed to help people celebrate and connect more intentionally. Made with adaptogens and nootropics, Hiyo’s signature “float” effect delivers a mood-boosting feeling without alcohol.
Hiyo’s lineup includes six fruit-forward flavors: Blackberry Lemon, Passion Fruit Tangerine, Peach Mango, Strawberry Guava, Watermelon Lime and now, Pineapple Coconut.
- USDA Organic Certified
- 0% ABV
- Non-GMO, Vegan, Gluten-Free
- Only 30 Calories
Find Hiyo at drinkhiyo.com or @drinkhiyo and a complete list of retail locations that carry Hiyo here.
Media Contacts
Hiyo Media Team
Autumn Communications
Live Nation Media Team
Danika Azzarelli