Costco jumps on a growing beverage trend
thestreet.com • • business
Key Points:
- Costco has recently embraced the growing trend of nonalcoholic cocktails and tonics by adding Hiyo, a social tonic brand, to its U.S. warehouses nationwide, marking a notable entry into the expanding functional beverage market.
- The global nonalcoholic cocktail market is rapidly growing, projected to increase from $1.3 billion in 2024 to $5 billion by 2035, driven by consumer demand for sophisticated alcohol-free options and wellness trends.
- Hiyo's Sunset Party Pack, now exclusive to Costco, features organic adaptogens, natural nootropics, and functional botanicals aimed at providing mood-enhancing and stress-relieving benefits, reflecting the rise of functional beverages.
- Functional beverages, while popular,
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