Episode Details

Today, I'm joined by Evan Quinn, co-founder and CEO of hiyo.

A nonalcoholic social tonic with adaptogens, nootropics, and botanicals, hiyo has expanded from DTC to 11K+ retail locations nationwide.

In this episode, we discuss building a new category around social wellness.

We also cover:

• Music and culture partnerships
• The household penetration opportunity
• Creating a proprietary "float" feeling from functional ingredients

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hiyo's Website: www.drinkhiyo.com
hiyo's Instagram: https://www.instagram.com/drinkhiyo/ 

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Chapters:
(00:00) Introduction
(04:00) Company and founder story
(05:25) College inspiration and founding
(06:50) Social Tonic category definition
(08:35) Avoiding mocktail positioning
(10:45) Straddling three industries
(12:20) The "float" concept
(15:05) Early traction and social proof
(16:30) DTC-to-wholesale transition
(17:45) Retail expansion strategy
(21:00) Music and culture partnerships
(23:00) Ingredient philosophy
(25:01) Staying disciplined on innovation
(28:30) Regulatory compliance and quality
(29:16) Category constriction and white space
(31:30) Household penetration opportunity
(34:00) Red Bull comparison and hiyo lifestyle
(35:45) Meaning and ritual in wellness
(36:30) Where to find
(38:00) Conclusion