Hiyo, a non-alcoholic social tonic formulated with adaptogens, nootropics, and botanicals, is launching two limited-edition offerings for the holiday season, beginning November 1.

Retail Expansion The brand's first limited-time Apple Cinnamon flavor—a blend of crisp apple with subtle cinnamon—will arrive in 4-pack form at Whole Foods, Sprouts, H-E-B, Wegmans, Fresh Thyme, Total Wine, The Vitamin Shoppe, and additional retailers. The 4-pack carries a suggested retail price of $14.99 and features festive snowflake cans. The flavor previously debuted direct-to-consumer last month.

Exclusive Target Pack Target will carry an exclusive "'Tis the Season Sixer" beginning November 1, priced at $19.99.

The six-pack pairs three cans of Apple Cinnamon with three cans of Blackberry Lemon, both in snowflake packaging.

Why It Matters

For operators and retailers, limited-edition seasonal flavors drive holiday impulse purchases and trial among existing customers. Hiyo's multi-channel approach—spanning conventional grocery, natural retailers, and mass chains—signals confidence in the non-alcoholic spirits category's shelf-space footprint heading into peak holiday entertaining season.

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Written by FBM Publications Editors

Frequently Asked Questions

What's Hiyo's pricing strategy for the holiday limited editions?

The Apple Cinnamon 4-pack hits shelves at $14.99 SRP across Whole Foods, Sprouts, H-E-B, Wegmans, Fresh Thyme, Total Wine, and The Vitamin Shoppe. Target's exclusive 'Tis the Season Sixer—three Apple Cinnamon plus three Blackberry Lemon—runs $19.99, giving retailers a higher-ticket holiday bundle.

Which retailers are carrying Hiyo's holiday flavors?

Conventional grocery chains like Wegmans and H-E-B, natural retailers including Whole Foods and Sprouts, specialty channels like Total Wine and The Vitamin Shoppe, and mass retail via Target's exclusive six-pack. This multi-channel rollout suggests Hiyo secured meaningful shelf space across tiers heading into Q4.

When does the holiday campaign launch?

November 1 is the official street date for both the 4-pack at grocery and specialty retailers and Target's exclusive sixer. The Apple Cinnamon flavor already ran DTC last month, so this represents the brand's first broad retail push for the seasonal SKU.

What's driving retailer interest in Hiyo's limited editions?

Seasonal flavors spike impulse buys and drive trial among existing customers during peak holiday entertaining. Hiyo's adaptogens-and-nootropics positioning targets the growing non-alcoholic spirits category, which is capturing shelf space that traditionally went to wine and spirits.

What are the two holiday flavors in Hiyo's limited-edition lineup?

Apple Cinnamon—a crisp apple and subtle cinnamon blend—and Blackberry Lemon, both packaged in festive snowflake cans. Target's exclusive sixer pairs three cans of each, while the 4-pack at other retailers focuses solely on Apple Cinnamon.