hiyo is a long overdue alternative to alcohol. until now, the social occasion has been notoriously unhealthy due to (over)consumption of america’s favorite social lubricant. while alcohol feels familiar, the substance’s negative consequences are rarely vocalized, but often felt. for us, we had family members hospitalized due to alcohol-related issues in april 2019. this sobering moment helped us realize that it was time to make a change. but this was bigger than just us or our families. we wanted to help change the world—specifically, the world’s relationship with alcohol. so we created a social tonic that provided a similar stress-relieving, mood-boosting effect that people usually seek from alcohol, but from healthy, functional ingredients instead.