We had a profound need for a drink like Hiyo in our own lives when one of my co-founder and I both had family members hospitalized with alcohol-related issues back in April 2019. This pretty scary experience caused us to start researching the NA scene. While it was simmering in North America, we saw that it was really gaining steam in the UK. We combined that with the fact that all of our friends were starting to drink a little less due to hangovers getting pretty severe and decided that we were going to dive headfirst into this incredibly exciting and rewarding journey of bringing Hiyo to life.