The News
Hiyo, an organic functional beverage brand, has expanded its availability to nearly 2,000 Target stores nationwide, including Blackberry Lemon, Peach Mango, Watermelon Lime, and Passion Fruit Tangerine. The expansion includes a limited rollout of the Passion Fruit Tangerine flavor in approximately 200 stores. Hiyo’s products are made with adaptogens, nootropics, and botanicals like ashwagandha and lion’s mane to provide mood-boosting and stress-relieving benefits.
The Takeaway
Market Expansion: Hiyo’s partnership with Target marks a major step in reaching mainstream consumers, with the brand now available at nearly 2,000 locations nationwide. This move aligns with growing consumer interest in non-alcoholic alternatives that offer functional benefits like stress relief and mood enhancement.
Functional Beverage Trends: The inclusion of specific flavors—Blackberry Lemon, Peach Mango, Watermelon Lime, and Passion Fruit Tangerine—shows Hiyo’s strategy to cater to diverse taste preferences while embedding ingredients like ashwagandha and L-theanine for a wellness-focused experience. This reflects the broader trend in spirits toward functional beverages that offer more than just flavor.
Non-Alcoholic Innovation: By positioning itself as a 0% ABV, 30-calorie alternative to alcohol, Hiyo is tapping into the rising demand for responsible drinking options. Target’s platform gives the brand access to a wide audience seeking both convenience and health-conscious choices during social occasions.
Original Press Release
LOS ANGELES, March 24, 2026 — Hiyo, the USDA organic certified social tonic championing a movement of mindful moderation, is now available at nearly 2,000 Target stores nationwide and online at Target.com. This latest expansion marks a significant milestone for the fast-growing functional beverage brand, dramatically increasing access for shoppers seeking a non-alcoholic, functional drink designed to elevate everyday social moments.
Hiyo’s Blackberry Lemon, Peach Mango, and Watermelon Lime flavors are expanding to Target stores throughout the country. The brand’s Passion Fruit Tangerine will appear in approximately 200 stores in select markets, rounding out the lineup with a bold, tropical offering.
Made with a unique blend of adaptogens, nootropics, and botanicals like ashwagandha, L-theanine, lion’s mane, lemon balm, passion flower, and ginger, Hiyo’s products offer a delicious alternative for those seeking beverages with mood-boosting and stress-relieving ingredients.
Founded with the mission of creating a feel-good drink for modern social occasions, Hiyo blends fresh fruit flavors with functional ingredients designed to provide a similar experience people seek from alcohol, at 0% ABV and just 30 calories per can. As demand for alternative drinking options continues to rise, Target shoppers can now easily add Hiyo to their carts during weekly grocery runs for social gatherings, moments of relaxation, and everything in between.
“Brands dream of opportunities like this. To expand from our test set to chainwide distribution in less than a year—in one of the most influential retailers in the world—is a huge vote of confidence in Hiyo and our category as a whole,” said George Youmans, co-founder of Hiyo. “This expansion gives us access to millions of Target customers across the country, representing a massive step forward in Hiyo realizing our mission to rethink the way the world drinks.”
This expansion comes off a year of rapid brand momentum, with Hiyo’s retail business more than doubling in 2025 as it continues to cement its place as one of the fastest-growing functional beverages.
To find Hiyo at a store near you or order online, visit Target.com or Hiyo’s Target Storefront.
Source: BevNET
