Newsletter 39: Celebrating Success without Alcohol💸
HEY CONVERSION QUEENS 💸👑
Ever wondered how a personal challenge can lead to a market innovation?
This week, we explore Hiyo's journey under the leadership of Evan Quinn, George Youmans, and Cygne Cooper. By addressing a personal need, educating consumers, and leveraging strategic partnerships, Hiyo offers valuable insights into effective brand positioning and growth strategies. Let's dive in!
SIS, LET’S CATCH A CASE
SIPPIN' SUCCESS THE HEALTHY WAY
Hiyo, the non-alcoholic social tonic, was co-founded by Evan Quinn, Matt McKee, and Matt Foulk in 2021. However, the roots of the brand trace back to April 2019, when co-founders Evan Quinn and George Youmans were personally affected by alcohol-related hospitalizations of relatives. This life-changing event led them to cut back on drinking in solidarity and revealed a gap in the market for alcohol alternatives. In their late twenties and deeply social, they sought a drink that didn’t feel like a sacrifice but still delivered the uplifting feeling of alcohol. The result was Hiyo—a drink crafted with adaptogens, nootropics, and botanicals to provide a light, euphoric buzz without the downsides of alcohol.
Hiyo’s core audience is health-conscious millennials and Gen Z consumers exploring alcohol-free lifestyles. The brand leverages influencer marketing to connect with wellness and lifestyle creators, showcasing their products in vibrant, social settings on Instagram and TikTok. Their marketing emphasizes that socializing can remain fun and fulfilling, even without alcohol. Hiyo also builds community through direct-to-consumer sales and partnerships with health-conscious retailers, meeting their audience in spaces where wellness and mindful living are valued.
In a crowded beverage market, Hiyo stands out by being more than a drink—it’s a lifestyle. With a strong focus on the sober-curious and wellness movements, the brand’s positioning as a fun, health-focused alternative gives it a competitive edge. Through storytelling, community engagement, and education about their unique ingredients, Hiyo has carved out a space for itself, proving that social tonics are not just an alternative but a vibrant choice for modern consumers.
POSITION YOUR BRAND TO WIN
1. 💸👑 Try Before You Buy Campaigns: Hiyo offers free sample packs or trial-sized products to first-time customers, minimizing the risk of committing to a new brand. This strategy not only encourages hesitant buyers to experience the product but also builds trust and increases the likelihood of future purchases. By eliminating the upfront cost, Hiyo creates an accessible entry point for new customers, fostering positive first impressions and turning trials into loyal customers.
2. 💸👑 Clear and Compelling Product Pages: Hiyo’s product pages are meticulously designed to address consumer questions and concerns before they even arise. Each page highlights the product’s unique benefits, provides a transparent list of ingredients, and showcases authentic customer reviews. This approach educates potential buyers, emphasizes value, and instills confidence in the brand, creating a seamless and informed purchasing experience that reduces friction in the decision-making process.
3. 💸👑 Exit-Intent Offers: Hiyo strategically uses exit-intent pop-ups to re-engage customers who are about to leave the site without completing a purchase. These pop-ups often include discounts, limited-time offers, or compelling messages that nudge visitors to reconsider. By offering an incentive at the right moment, Hiyo effectively captures lost opportunities, turning passive browsers into active buyers and increasing conversion rates. This tactic is especially powerful for retaining customers on the fence.
BRANDS THAT MADE OUR SH/T LIST
THESE BRANDS RAN THE LONGEST SUPER BOWL ADS
At $8 million for 30-seconds, brands shell out big money for Super Bowl ads. And for those that want to show off longer 60-second and 90-second ads, the stakes can be higher.
ANOTHER LATINA-FOUNDED HAIRCARE BRAND IS ENTERING A STORE NEAR YOU
Latina-Founded Haircare Brand Eva+Avo Makes Major Retail Push At Target, Walmart And CVS
FROM INFLUENCER TO CEO
Sommer Ray’s wellness brand Imaraïs Beauty launches nationwide At Target
1. 💸👑Citi Trends' Black History Makers Grant Program awards $5,000 grants to ten Black entrepreneurs annually to support and advance their businesses. Applications are now open. Apply here!
2. 💸👑Main Street Ventures offers equity-free grants ranging from $5,000 to $30,000 to support local entrepreneurs in the Greater Cincinnati region. Their funding programs, including Launch Funding for pre-revenue businesses and Leap Funding for revenue-generating businesses, aim to foster business growth and community impact. Applications are accepted quarterly.. Apply here!
3. 💸👑 The Boundless Futures Foundation offers EmpowHer Grants of up to $25,000 to female entrepreneurs aged 22 and older in the U.S. Eligible businesses must be less than three years old, generating revenue, and have a clear social impact through their products or business models. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
