345. Evan Quinn, Co-founder & CEO of hiyo

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.comhiyo'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