In this episode of the Fork in the Road podcast, you meet the founders of HIBO, a Georgia-made energy drink crafted from hibiscus. Traveling to Bishop, Georgia, we explore how Clayton and Phoebe Oetting set out to create a clean, great-tasting alternative to traditional energy drinks. From food science roots to national ambitions, this is a story about patience, family, and super simple energy.

HIBO energy drink can

Credit: drinkhibo.com

 

A search for healthier energy led Clayton and Phoebe Oetting down an unexpected path. Dissatisfied with artificial ingredients and the sugary crashes that followed, the couple began experimenting with hibiscus, a flower that has been used around the world for centuries in tea. What started in a home kitchen soon evolved into HIBO, an all-natural energy drink crafted from simple ingredients and featuring a smooth caffeine boost.

Host David Zelski visits HIBO’s operation near Athens, Georgia, where the founders walk through the brewing process, from steeping dried hibiscus calyxes to canning a deep red, antioxidant-rich drink. Taste testing, family feedback, and years of trial and error shaped flavors like Pineapple, Passion Fruit, Peach, and Key Lime. Along the way, the business earned major recognition, including top honors at the Flavor of Georgia Awards.

Beyond the cans, this episode is about building something together. HIBO grew through bootstrapping, community support, and mentorship from Georgia’s beverage industry, even as the couple navigated marriage, COVID, and preparing for their first child. Looking ahead, Clayton and Phoebe hope to expand HiBO across Georgia and beyond, while keeping the values that started it all firmly intact.

 

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