hey hiyo fam,
george here, one of hiyo’s co-founders back with the second installment of to//from, a monthly letter from me to you that keeps you up-to-date on the latest happenings in hiyo-land.
first off, sorry i’m tardy. moving forward, i promise these emails will be sent out on the last day of each month as a recap. i just got back from my first true vacation since launching hiyo and while i genuinely love writing these for you all, i actually kept my laptop (almost) closed and focused on hitting my quota of three bowls of pasta per day as i celebrated a friend’s wedding in italy.
i always love the month of june. the weather warms up, it’s my best friend’s birthday month (shout out, evan!), and it’s the end of the first half of the year. it tends to inspire reflection at the halfway point and ask: “how are we doing?”
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here are my reflections on how hiyo is doing through the first half of 2025:
PEOPLE
i said it in my last message, but it’s so humbling to see how much this team has grown. there’s almost too much productivity in the office now... but actually, there isn’t enough space and we’re moving offices to a whole floor in our building. we’ll share videos on social next month of our new home!
PRODUCT
this march, we launched my favorite flavor yet, passion fruit tangerine, and (spoiler alert!) we have another one ready to drop soon. i genuinely believe that we’re getting better each time. i guess that’s what happens after five years of tinkering to give you all the best product we possibly can.
GROWTH
when you have aspirations of rethinking the way the world drinks, the growth goals are pretty lofty. it’s always a delicate balance of leaning forward, but not getting over our skis. i’m very proud of the growth we’ve seen with hiyo in the last six months, adding more than 3500+ new points of distribution to our ever-growing list of stockists.
with this new distribution, we keep breaking records month over month. last month, i said that we had our biggest month ever and it wasn’t even close. this month, i’m very happy to report that june has me sounding like a broken record. june was our biggest month ever (again), eclipsing may by more than 30%!
REACH
as we continue to scale sales, it’s crucial that our brand awareness grows with it. so far, we’ve hit more than 45 million brand impressions year-to-date (including 12 million+ on social), activated 100+ events, and sampled over 130K moments of liquid to lips. our content has also ramped up in a big way.
on tiktok, we capture fun behind-the-scenes moments at the company, giving you an inside look at the special people who make up our team. we’ll also be trying our hand at some more elevated pieces as well, so stay on the look out!
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there are so many more things we have in the works, but i can’t share them with you quite yet. keep your eyes peeled on social for a barrage of BIG announcements in the coming weeks. seriously, it’s about to be a fire hose of hell yeah!
until next month,
george
