Constellation Brands Takes Minority Stake in Hiyo, Expanding Its Reach into Non-Alcoholic Wellness

Constellation Brands is broadening its playbook — this time by taking a minority stake in Hiyo, the rising non-alcoholic social beverage brand built around mood-boosting adaptogens and a wellness-first ethos.

Best known for its premium alcohol portfolio including Corona, Modelo, and High West, Constellation is increasingly eyeing the expanding non-alc segment as consumer habits shift. Hiyo, founded with the mission to provide “the float,” offers sparkling functional beverages that promise calm and social uplift — minus the alcohol. Its formula combines adaptogens, nootropics, and botanicals, capturing the growing demand for alternatives that blend health and social connection.

The move reflects Constellation’s ongoing strategy to diversify beyond beer and spirits into high-growth categories with cultural relevance. With Gen Z and millennial consumers drinking less — but seeking flavorful, intentional experiences — wellness drinks like Hiyo are gaining momentum not just as substitutes, but as standalone rituals.

CorpBrief Insight:This investment signals a key read from Constellation: the future of drinking isn’t just about alcohol. It’s about experience. Brands that deliver mood, vibe, and wellness in a can are quickly becoming part of the modern beverage portfolio — and legacy players are watching closely.