SG Credit Announces A Senior Debt Investment in Hiyo
April 17, 2025
Source: SG Credit Partners
CHICAGO (April 17, 2025) - SG Credit Partners, through its Consumer Products division, is riding a wave of momentum from its newest partnership with Hiyo, a non-alcoholic “social tonic” using a blend of functional ingredients, including adaptogens, nootropics, and botanicals. The announcement comes shortly after Hiyo closed a Series A round led by Constellation Brands. SG’s debt facility will support the brand’s continued growth in the retail sector as more consumers consider alcohol alternatives.
“We are grateful for the partnership with SG Credit Partners, whose investment reinforces the strength of our brand and vision,” said Evan Quinn, Co-Founder and CEO at Hiyo. “With their support, we can continue our momentum, bringing Hiyo’s stress-relieving and mood-boosting social tonics to more people nationwide.”
Within the functional beverage market, Hiyo rapidly gained traction by providing a unique, adaptogen-infused alternative to alcohol that supports relaxation and well-being. With a growing consumer base and strong brand recognition, Hiyo continues to expand its retail presence and direct-to-consumer reach. In the past year, Hiyo has increased its retail footprint into major retailers like Target, Whole Foods and H-E-B, secured key partnerships with national distributors, and launched new products to meet rising consumer demand. As the non-alcoholic beverage category continues to surge, Hiyo remains at the forefront by offering a premium, health-conscious alternative that blends function with flavor.
“Hiyo has demonstrated impressive market momentum by tapping into the growing demand for sophisticated, alcohol-free alternatives,” said Spencer Brown, Managing Director at SG Credit Partners. “We are excited to partner with their team and support their continued expansion.”
About Hiyo
Hiyo, established in 2021 in Venice, California, by co-founders Evan Quinn, George Youmans, and Cygne Cooper, is a pioneer in the non-alcoholic beverage industry, offering a range of organic functional seltzers catered to modern consumers' evolving tastes and health consciousness. With a focus on adaptogenic ingredients and innovative, floaty flavor blends, Hiyo continues to redefine the drinking experience, one sip at a time. Now, one of the fast-growing functional social tonic brands, Hiyo’s rapid growth is a testament to its unique positioning in the non-alcoholic beverage market.
Their tonics come in five crave-worthy, fruit-forward flavors: Blackberry Lemon, Peach Mango, Strawberry Guava, Watermelon Lime, and their most recent launch, Passion Fruit Tangerine. USDA Organic Certified, 0% ABV, Non-GMO, Vegan, Gluten-Free, 30 Calories. Hiyo’s social tonics are currently sold across 3,500+ U.S. retail stores including Target, Whole Foods, Wegmans, and Sprouts as well as online at drinkhiyo.com and on Amazon. Connect with Hiyo on all social platforms @drinkhiyo and find a complete list of retail locations that carry Hiyo here.
About SG Credit Partners
SG Consumer Products, a division of SG Credit Partners (“SGCP”), is a family-office backed lender providing capital to lower middle market businesses and entrepreneurs requiring tailored credit solutions. SGCP has established a broad credit platform consisting of three verticals: Software + Technology, Consumer Products, and Commercial Finance. Headquartered in Southern California with offices throughout the country, the firm has provided in excess of $1.3 billion to lower middle market entrepreneurs across a variety of industries. For more information, please visit www.sgcreditpartners.com.
“We are grateful for the partnership with SG Credit Partners, whose investment reinforces the strength of our brand and vision,” said Evan Quinn, Co-Founder and CEO at Hiyo. “With their support, we can continue our momentum, bringing Hiyo’s stress-relieving and mood-boosting social tonics to more people nationwide.”
Within the functional beverage market, Hiyo rapidly gained traction by providing a unique, adaptogen-infused alternative to alcohol that supports relaxation and well-being. With a growing consumer base and strong brand recognition, Hiyo continues to expand its retail presence and direct-to-consumer reach. In the past year, Hiyo has increased its retail footprint into major retailers like Target, Whole Foods and H-E-B, secured key partnerships with national distributors, and launched new products to meet rising consumer demand. As the non-alcoholic beverage category continues to surge, Hiyo remains at the forefront by offering a premium, health-conscious alternative that blends function with flavor.
“Hiyo has demonstrated impressive market momentum by tapping into the growing demand for sophisticated, alcohol-free alternatives,” said Spencer Brown, Managing Director at SG Credit Partners. “We are excited to partner with their team and support their continued expansion.”
About Hiyo
Hiyo, established in 2021 in Venice, California, by co-founders Evan Quinn, George Youmans, and Cygne Cooper, is a pioneer in the non-alcoholic beverage industry, offering a range of organic functional seltzers catered to modern consumers' evolving tastes and health consciousness. With a focus on adaptogenic ingredients and innovative, floaty flavor blends, Hiyo continues to redefine the drinking experience, one sip at a time. Now, one of the fast-growing functional social tonic brands, Hiyo’s rapid growth is a testament to its unique positioning in the non-alcoholic beverage market.
Their tonics come in five crave-worthy, fruit-forward flavors: Blackberry Lemon, Peach Mango, Strawberry Guava, Watermelon Lime, and their most recent launch, Passion Fruit Tangerine. USDA Organic Certified, 0% ABV, Non-GMO, Vegan, Gluten-Free, 30 Calories. Hiyo’s social tonics are currently sold across 3,500+ U.S. retail stores including Target, Whole Foods, Wegmans, and Sprouts as well as online at drinkhiyo.com and on Amazon. Connect with Hiyo on all social platforms @drinkhiyo and find a complete list of retail locations that carry Hiyo here.
About SG Credit Partners
SG Consumer Products, a division of SG Credit Partners (“SGCP”), is a family-office backed lender providing capital to lower middle market businesses and entrepreneurs requiring tailored credit solutions. SGCP has established a broad credit platform consisting of three verticals: Software + Technology, Consumer Products, and Commercial Finance. Headquartered in Southern California with offices throughout the country, the firm has provided in excess of $1.3 billion to lower middle market entrepreneurs across a variety of industries. For more information, please visit www.sgcreditpartners.com.
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