Insomniac Passionately Ventures Into Health & Wellness: Alcohol Alternative Brand, Hiyo, to Take Center Stage at Music Festivals

Los Angeles, CA - Pioneering a new wave in music festival culture, Hiyo, the fastest-growing non-alcoholic social tonic brand, and Insomniac, the world’s leading music festival and live events experience creator, have established a groundbreaking partnership to meet festival-goers' shifting sentiment towards a healthier lifestyle. As the exclusive provider of better-for-you and ready-to-drink social tonics, Hiyo will bring its alcohol alternatives to Insomniac’s 7M+ annual attendees and merge the realms of music, taste, and sensory exploration in unprecedented ways, featuring dedicated zero-proof menus alongside innovative activations for attendees and artists alike.

Kicking off this month – Hiyo cans and mocktails will now be available on all bar menus within festival grounds, beginning with EDC 2024 Las Vegas, the world’s largest dance music festival.. Additionally, Hiyo will be popping up with a special activations called The Hiyo House, as well as in the VIP and artist lounges.

This partnership reflects Insomniac's and Hiyo’s shared commitment to healthy lifestyle choices among music lovers. Together, Insomniac and Hiyo are blending mindful consumption with vibrant music scenes and spearheading a cultural shift in the electronic dance music community. This aligns seamlessly with the rise of healthier partying with Gen Z audiences.

“I'm incredibly passionate about our new partnership with Hiyo and what it means for our community and festivals. We’re all about keeping the culture vibrant and keeping music fans healthy is part of that. We’re always looking for new and innovative ways to merge both health and music together. As a festival regular, I've often felt the need for more refreshing drink options that still let me be part of the fun. Hiyo's drinks fit that bill perfectly,” says Pasquale Rotella, Founder and CEO of Insomniac. "We often encounter opportunities to work with various beverage brands, but when I met the Hiyo team and experienced their passion firsthand, tasted their drinks, and even discovered it independently prior to our meeting, I jumped wholeheartedly at the opportunity to partner together. There's incredible synergy between our teams and I can't wait for the future ahead."

 “We have always believed that the communal nature of music lends itself to a healthy lifestyle,” shares Evan Quinn, Co-Founder and CEO of Hiyo. “Through this partnership, we hope to inspire millions of fans to discover that the essence of losing oneself in the immersive environment of live music while surrounded by thousands of people doesn’t require alcohol and, in fact, is enhanced when witnessed and felt through a clear state of mind.” Ian Knowles, Board Advisor to Hiyo and Managing Partner of Spruce & Norton who led negotiations on behalf of Hiyo adds, “Live entertainment and beverages go hand-in-hand, though delicious and healthy non-alcoholic options are limited. This transformative alliance will change that paradigm. Hiyo and Insomniac are both helmed by visionary founders who aspire to enact positive change in the world through their work. With this unified purpose, we look forward to bringing our partnership to life on a grand scale.”

Partnership with a Purpose: Hiyo also participated in the EDC Las Vegas 2024 Charity Auction ahead of their launch onsite, which contributed a once-in-a-lifetime festival experience featuring VIP passes, a helicopter journey through the Electric Sky, and a stay at Hotel EDC with spa credit. The donation raised $5,000 benefiting Clark County, NV non-profits, Camp Alamo and Share Village. 

The future of concerts is clear, conscious, and refreshingly health-focused. As the beats reverberate, Hiyo and Insomniac remind us all: You don’t need alcohol to lose yourself in the music. 

ABOUT HIYO

Launched in 2021, Hiyo has rapidly become a favorite among those seeking the thrill of a night out without the aftermath of alcohol. Crafting beverages that tantalize the taste buds while keeping the mind clear, Hiyo is revolutionizing the way the world drinks.

By the numbers, Hiyo’s achievements are nothing short of remarkable:

• Explosive growth of 983% in 2022 and 271% in 2023, making Hiyo one of the fastest-growing beverages in the non-alc industry.
• Expansion into 1,500+ new retail locations in 2023, including the nationwide natural chains Sprouts, The Vitamin Shoppe, and most recently, Whole Foods.
• More than 8,500 5-star reviews, making Hiyo the most positively reviewed alcohol alternative on the market.

Their tonics come in four crave-worthy, fruit-forward flavors: Peach Mango, Watermelon Lime, Blackberry Lemon, and their most recent launch, Strawberry Guava.

• USDA Organic Certified
• 0% ABV
• Non-GMO, Vegan, Gluten-Free
• 30 Calories

ABOUT INSOMNIAC

Insomniac produces some of the most innovative, immersive music festivals and events in the world. Enhanced by state-of-the-art lighting, pyrotechnics and sound design, large-scale art installations, theatrical performers and next-generation special effects, these events captivate the senses and inspire a unique level of fan interaction. The quality of the experience is the company’s top priority.

Founded 30 years ago, Insomniac produces 10,000 concerts, club nights and festivals for seven million attendees annually across the globe. The company’s premier annual event, Electric Daisy Carnival Las Vegas, is the world’s largest dance music festival and attracts more than 525,000 fans over three days.

The company was founded by Pasquale Rotella and has been based in Los Angeles since it was formed in 1993. In 2013, Insomniac entered into a partnership with global entertainment company Live Nation.

Keep up with Insomniac announcements and news on Insomniac.com, Facebook, and Twitter.