Hiyo’s Social Tonics Bring the Float to Live Music Fans Across the U.S.

11.24.25

Fans are switching up what they drink at shows, and a new option just took the stage. Enter Hiyo, the newest act pouring into Live Nation venues and festivals across the U.S.

Hiyo’s social tonics are more than just a low-calorie drink — they’re mood magic in a can. Thanks to a blend of adaptogens, nootropics, and botanicals, fans can grab a beverage that pairs high-quality ingredients with fruity flavors to deliver the brand’s signature float — a light, feel-good kick that fits right into a concert night.

“

People today are looking for choices when it comes to how they connect, celebrate, and socialize. Partnering with Live Nation puts us at the center of that shift. It’s a powerful opportunity to bring our feel-good social tonics to fans during the most memorable live music moments.

Evan Quinn, Cheif Executive Officer, Hiyo

First Up: Blackberry Lemon

Hiyo’s Blackberry Lemon flavor takes center stage with bright notes and a crisp finish, giving fans a refreshing option that feels as good as it tastes. Packed with functional ingredients and housed in a sleek can, it’s the perfect pick for any show night.

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Partnering with Live Nation brings our mission to life on the biggest cultural stage there is, live music. Together, we get to meet people in the moments that matter most, helping fans everywhere ‘feel the float’ as they move, connect, and experience the joy of live music.

Ian Knowles, Chief Strategy Officer, Hiyo

A New Way to Celebrate

Fans are rethinking how they drink at shows — sometimes choosing non-alcoholic, sometimes alternating, always looking for options that fit the moment. Hiyo meets that shift with a refreshing, feel-good choice built for the live experience.

6 in 10

alternate between alcoholic and non-alcoholic drinks at live events

80%

say a great beverage makes the live experience better

75%

want their non-alcoholic drinks to feel like an experience

Hiyo joins Live Nation’s stacked lineup of equity investment partnerships — including brands like JOLENE Coffee, Liquid Death, FUZE technology, Owen’s Craft Mixers and more— that are meeting fans where culture moves.

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As fans’ tastes continue to evolve, Hiyo fits naturally into what they’re reaching for next. We’re excited to bring the brand into our venues and help support their next phase of growth.