# Major Beverage Brand Expansions Hiyo Hits Costco Shelves with Its Sunset Party Pack By Kalin Ned | Published 2026-01-31 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/sunset-party-pack References: [drinkhiyo](https://drinkhiyo.com/blogs/all/shop-hiyo-at-costco?srsltid=AfmBOoptkcMFUQVC-F72F8nfBc1RmwVs5gQx_4SYBr3gb2FiY6VNXZRZ)  The contemporary beverage brand [Hiyo](https://www.trendhunter.com/trends/pineapple-coconut) has secured a significant retail partnership with [Costco](https://www.trendhunter.com/trends/sunset-sixer) and, as a result, the brand is launching its Sunset Party Pack only at Costco warehouse locations. This multi-can variety pack contains three of the company's organic, non-alcoholic social tonics. Hiyo's offerings within the beverage category stand out because they are formulated with adaptogens and nootropics. The blends, thus, promise to produce a calming, mood-enhancing effect, which the brand refers to as "the float." The expansion of Hiyo's Sunset Party Pack into a [major national club store chain](https://www.trendhunter.com/trends/costco-canada-locations) represents a strategic move to increase product accessibility and visibility for a wider consumer base, while also emphasizing substantial convenience and an enticing value proposition. Image Credit: Hiyo ## Trend Insights (Trend Hunter) - Score: 7.4/10 - Popularity: 76% | Activity: 84% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Non-alcoholic Beverage Expansion:** The growing consumer interest in wellness-focused drinks presents disruptive potential for non-alcoholic beverages enriched with health benefits like adaptogens and nootropics. - **Adaptogen-infused Products:** Emerging consumer preference for stress-reducing ingredients in everyday products makes adaptogen-infused beverages a fertile ground for innovation. - **Retail Partnerships for Niche Brands:** Strategic partnerships with major retailers open new avenues for niche brands to rapidly scale and access broader markets. ### Where This Applies - **Functional Beverage Industry:** The rise of functional beverages continues to disrupt traditional drink markets by offering health-conscious consumers options that promise specific wellness benefits. - **Retail Distribution Networks:** Innovative collaborations between emerging brands and large retailers are reshaping how products reach consumers, driving efficiencies in supply chain dynamics. - **Health and Wellness Sector:** The integration of mood-enhancing and stress-relief benefits into everyday consumables is transforming the health and wellness landscape. ## Related on Trend Hunter - [Cognition Booster Social Beverages](https://www.trendhunter.com/trends/solis.md) - [Pineapple-Forward Functional Beverages](https://www.trendhunter.com/trends/pineapple-coconut.md) - [Organic Beverage Expansions](https://www.trendhunter.com/trends/rancho-west.md) - [Non-Alcoholic Functional Beverage Partnerships](https://www.trendhunter.com/trends/nonalcoholic-functional-beverage.md) - [Festive Tonic-Crafted Mocktails](https://www.trendhunter.com/trends/mocktails-for-winter.md) - [Crafted Japanese Cocktail Packs](https://www.trendhunter.com/trends/maruhi-variety-pack.md) - [Wholesale Healthy Juices](https://www.trendhunter.com/trends/pressed-juicery-2.md) - [Berry-Infused Cider Expansions](https://www.trendhunter.com/trends/berry-cider.md) - [Blended Summertime Beverage Menus](https://www.trendhunter.com/trends/frozen-beverages.md)