Costco has added Hiyo, a social tonic, to its warehouses across the United States, the brand confirmed. The Sunset Party Pack, an 18-count variety pack featuring three top-selling flavors, is now available exclusively at Costco locations.
The pack includes six cans each of Blackberry Lemon, Peach Mango, and Passion Fruit Tangerine. According to a press release, each can contains organic adaptogens, natural nootropics, and functional botanicals, offering what Hiyo calls a "mood-enhancing, stress-relieving lift, or 'the float.'"
Nonalcoholic cocktails, spirits, and beers have been a growing market trend. "Consumer savviness on functionality of ingredients has really increased," Sherry Frey, vice president of wellness at NielsenIQ, told KSAT. A new study from Allied Market Research noted that the market is further fueled by innovative product offerings from established beverage companies and new entrants, emphasizing natural ingredients and functional benefits. The rise of sober-curious movements and wellness trends, coupled with expanded availability in bars, restaurants, and retail, are propelling global expansion.
Market data shows rapid growth. The global nonalcoholic cocktail market was valued at about $1.3 billion in 2024 and is projected to reach $5 billion by 2035, with a 13% CAGR, according to a WiseGuy report. The nonalcoholic spirits segment is forecast to nearly double from $325.8 million in 2023 to $706.7 million by 2033, growing at an 8.1% CAGR, Allied Market Research shared. The wider nonalcoholic drinks market, including zero-proof cocktails, tonics, functional beverages, and soft drinks, was valued at about $1.3 trillion in 2023 and is expected to nearly double to $2.9 trillion by 2035, the research firm added. These forecasts are estimates rather than guarantees and depend on sustained consumer demand.
Hiyo falls into the category of functional beverages, drinks that claim health or other benefits. The U.S. Food and Drug Administration regulates ingredients and requires truthful labels, and the Federal Trade Commission can intervene if companies make false claims. According to The Chicago Sun-Times, functional beverage makers generally make less specific claims, and the science behind them is sometimes inconclusive. For example, SkinTe, a sparkling tea, says it "supports skin hydration and elasticity" with 3,000 milligrams of collagen in a 12-ounce can, but Harvard Medical School researchers said last year there is not yet solid evidence that collagen drinks or supplements enhance skin, hair, or nail growth.
These drinks come with risks. "It's important to remember that everything has the potential to be both toxic and safe, depending on the amounts. The dose makes the poison," Joe Zagorski, a toxicologist for the Center of Research on Ingredient Safety at Michigan State University, told The Chicago Sun-Times. "Since it's difficult to determine the amount of specific compounds in many of these beverages, it's better to proceed cautiously than to over-consume."
Costco has tested nonalcoholic beverages before. In 2025, it offered Edna's Non-Alcoholic Cocktail Co. drinks in 30 warehouses in Canada. In 2020, it stocked The Tinley Beverage Company's Beckett's non-alcoholic ready-to-drink cocktails in a very limited selection of U.S. warehouses. A press release stated that Beckett's full line would launch under Costco's "Road Show" program, with pallet displays and brand ambassadors placed in high-traffic aisles, strategically located in the wine and spirits department. Road Shows are Costco's largest initiative to introduce and drive sales of new products. Costco did not expand any of these offerings across the entire United States.
Costco selects merchandise based on value. "The definition of value for us is highest quality, lowest price and best member service," Bob Nelson, the chain's senior vice president of financial planning and investor relations, told CNBC. He said every item on warehouse shelves is meant to be the best in its category, with only between 3,700 and 3,800 items for sale per warehouse. By comparison, a Walmart Supercenter sells 142,000 different items, according to Walmart's website. A report from ECR Retail Loss noted that Costco's culture values operational excellence, with buyers considering operational costs like labor and working with vendors to deliver floor-ready product.