HOLY

What HOLY does

HOLY Softdrinks GmbH is a Berlin-based, privately-held consumer beverage company founded in 2020 by Philipp Nass, Mathias Horsch, and Frederick Jost. It produces and sells powder-based drink mixes under five owned brands — HOLY Energy, HOLY Iced Tea, HOLY Hydration, HOLY Milkshake, and HOLY Syrup (the last introduced in 2026) — positioned as zero-sugar alternatives to conventional soft drinks. The Energy line uses proprietary 'NewCaff' microencapsulated caffeine for sustained release without taurine, while the Syrup line is delivered via a reusable Tritan-based bottle (manufactured in Austria, designed in Berlin) with a 5-level Taste Dial that lets users adjust intensity per pod.

HOLY runs a hybrid distribution model. Direct-to-consumer e-commerce through de.weareholy.com sells powder boxes, mix-and-match bundles (with up to 20% discount), and Syrup hardware-and-pod kits priced from €1.99 per sachet to €69.98 per Syrup Starter Set, supplemented by a tiered Squad Rewards loyalty program (10 coins per €1 spent; four Raptor tiers up to OG Raptor at 30,000+ coins). Wholesale distributes the same SKUs into 10,000+ supermarkets across Germany, the UK, Poland, and France, alongside branded accessories (shakers, thermo bottles, hoodies, gift cards). Marketing is community-led, anchored by a 500,000+ 'Squad' across Facebook, Discord, and Instagram, recurring community events, sports sponsorships (Hotfoot Run, 1. FC Köln, a branded darts team), and influencer collaborations (Knossi & Rezo for Dragonfruit Hydration).

The company has grown from a 3-person founding team to 180+ employees and a stated customer base of 2M+, supported by a Series 2 round of roughly $11.34M led by Left Lane Capital in August 2023 and a follow-on round in March 2025 with FoodLabs, Bitburger Ventures, Felix Capital, and HV Capital. Revenue is not publicly disclosed; the combination of four-country retail penetration, a five-line SKU portfolio, and Syrup-driven recurring consumables suggests revenue materially exceeds the cumulative funding base.

Name

HOLY

Legal name

HOLY Softdrinks GmbH

Website

https://de.weareholy.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

HOLY Softdrinks GmbH is a Berlin-based CPG company that produces zero-sugar powder and syrup-based soft drinks (Energy, Iced Tea, Hydration, Milkshake, Syrup) for health-conscious European consumers, sold via direct e-commerce and through 10,000+ supermarkets in Germany, the UK, Poland, and France.

Ownership category

akta.pro rank

Product category

Functional Soft Drinks (Powdered Beverages)

NAICS

Soft Drink and Ice Manufacturing (31211)

SIC

Beverages (2080)

akta.pro primary industry

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)

akta.pro secondary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

Keywords

• Sugar-free beverages
• Powdered drink mixes
• Energy drink mixes
• Functional soft drinks
• Beverage e-commerce

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce (Powder & Syrup Products): HOLY sells its powder-based drink mixes (Energy, Iced Tea, Hydration, Milkshake) and Syrup products directly through its e-commerce storefront. Products are sold as starter sets, single-flavor boxes, mix-and-match bundles, and individual portions. Pricing ranges from €1.99 per single sachet to €69.98 for the Syrup Starter Set. The company uses mix-and-match discount mechanics (up to 20% off) to drive larger basket sizes.
2. Retail / Wholesale Distribution: HOLY generates revenue through distribution in 10,000+ supermarkets across 4 countries (Germany, UK, Poland, France). Physical retail presence complements the direct e-commerce channel.
3. Merchandise & Accessories: HOLY sells branded merchandise including shakers (500ml, 700ml, 1L thermo variants), hoodies, flip-flops, sticker packs, cooling bags, and gift boxes through its e-commerce store, contributing additional revenue streams beyond core beverage products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

HOLY develops, produces and sells sugar-free powder-based soft drink mixes (Energy, Iced Tea, Hydration, Milkshake) and a Syrup Bottle system with adjustable Taste Dial and pre-filled pods, marketed as the "Softdrink Revolution." Products are sold direct-to-consumer via the company's e-commerce storefront and through 10,000+ supermarkets in Germany, UK, Poland, and France.

Product overview

HOLY is a German direct-to-consumer beverage company offering a portfolio of powder-based and syrup-based drink products marketed as a 'Softdrink Revolution' alternative to traditional sugary soft drinks. The core product lineup consists of five distinct lines: HOLY Energy (caffeinated energy drinks with NewCaff), HOLY Iced Tea (sugar-free iced teas with Vitamin C and fiber), HOLY Hydration (electrolyte-enhanced sports drinks), HOLY Milkshake (low-calorie milkshake alternatives), and HOLY Syrup (liquid syrup system with adjustable intensity via Taste Dial). Products are distributed as powder sachets and tub formats for home mixing, alongside the Syrup Bottle system with pre-filled pods for on-the-go convenience. A Mix & Match bundle option allows customers to combine multiple flavors and product types for up to 20% savings. The company also sells branded accessories (shakers, thermoses) and runs a loyalty program (Squad Rewards) for returning customers. HOLY operates across Germany, UK, Poland, and France, with products available in over 10,000 supermarkets and online.

Differentiator

Problem solved

Functional benefit

Products and services

• HOLY Energy Powder-based energy drink mix containing microencapsulated NewCaff caffeine and vitamins. Consumers add one serving to 500ml of still water with ice and shake. Available in 30+ flavor varieties including Cocktail Classics (Caipirinha Crab, Mojito Macaw, Daiquiri Dolphin, Capybara Colada), standard flavors (Raspberry Raptor, Cherry Cheetah, Wildberry Wolf), and seasonal limited editions. Targeted at consumers seeking zero-sugar, clean-label energy alternatives.
• HOLY Iced Tea Sugar-free powdered iced tea made with real tea, containing Vitamin C and dietary fiber. Available in multiple flavors including Peach x Nectarine x Black Tea, Acai x Hibiscus Tea, Blackberry x Black Tea, and Iced Tea Classics (Green Tea, Hibiscus, Black Tea). Marketed as a sugar-free alternative thirst quencher for consumers seeking functional soft drinks.
• HOLY Hydration Sugar-free sports hydration powder mix with electrolytes, minerals, and coconut water. Caffeine-free formula aimed at athletes and active individuals seeking functional hydration without excess sugar or calories. Available in flavors including Dragonfruit, Sour Cherry, Coconut, Cranberry, and others.
• HOLY Milkshake Sugar-free milkshake powder mix that is approximately 50% lower in calories than traditional milkshakes. Vegan formula enriched with vitamins. Available in flavors including Hazelnut, Banana, Caramel, Vanilla, and Strawberry, marketed as a dessert-style beverage without sugar.
• HOLY Syrup (Syrup Bottle System) Liquid syrup drink system using pre-filled pods and a specialized Tritan bottle featuring a Taste Dial with 5 intensity levels (light ~5L per pod to maximum ~1.5L per pod). Each Syrup Pod yields approximately 2.5L at level 3, contains 4 B-vitamins, and is zero sugar and caffeine-free. Bottle designed in Berlin, made in Austria from Tritan plastic. Available in 10 flavors including Strawberry, Tangerine Yuzu, Raspberry, Pomegranate, Mango, Peach, Grapefruit, Green Apple, Elderflower Lime, and Cola Ice Pop.
• HOLY Shaker Beverage mixing bottles designed to prepare HOLY powder drinks. Available in 500ml standard and 700ml/1L thermo (stainless steel) versions. Standard shakers feature colorful animal-themed designs (Energy, Iced Tea, Hydration, Milkshake). Limited editions include 1. FC Köln, HOLY x Darts, and Basketball editions. Sold as standalone branded accessories in the HOLY merchandise collection.

Quantifiable outcome

• 2 million+ customers served across 4 European countries
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 1. FC KölncoreGTM or Marketing Partner · 1 January 2026HOLY partnered with 1. FC Köln (German football club) to create the limited-edition 'Kölle Kamelle' Energy flavor and branded shaker. The partnership targets the football club's passionate fanbase with exclusive merchandise and a location-specific flavor celebrating Cologne's carnival culture.
• HOLY Darts TeamminorGTM or Marketing Partner · 1 January 2026HOLY sponsors its own branded darts team with a dedicated HOLY x Darts shaker product (600ml, BPA/BPS free), creating a niche sports community engagement channel.
• Hotfoot RuncoreGTM or Marketing Partner · 1 January 2025HOLY x Hotfoot Run is an annual community running event sponsorship. The partnership includes branded participation, event activation with product sampling, and exclusive Hotfoot Run-branded merchandise (turnbeutel/gym bags). The 2025 edition featured warm-up events and community engagement.
• Knossi & Rezo (Influencers)minorGTM or Marketing Partner · 1 January 2025HOLY collaborated with German influencers Knossi and Rezo to co-develop the Dragonfruit Hydration flavor. The collaboration leveraged their large audiences for product launch marketing and authenticity within the gaming and YouTube communities.
• StudentbeansminorChannel Partner/ Reseller/ DistributorHOLY partners with Studentbeans to offer student-specific discounts through their platform, targeting the college/university demographic with exclusive discount codes accessible via student verification.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Liquid Death: Disruptive DTC-to-retail canned/bottled water and beverage brand with similar community-led, irreverent brand identity, celebrity/influencer halo, and broad retail distribution via unconventional marketing. Both target Gen Z / millennial consumers seeking brands-as-identity, with similar price points and channels.
• PRIME Hydration: Influencer-driven (Logan Paul, KSI) functional hydration beverage launched 2022 that scaled via social media and community fandom into mass retail. Closely comparable to HOLY Hydration in consumer demo, viral community-led GTM, and crossover into broader product portfolio (PRIME Energy).
• GHOST Lifestyle: Lifestyle/influencer-driven functional supplements and beverage brand targeting fitness-oriented Gen Z/millennial consumers via partnerships with major creators and athletes. Highly comparable GTM motion and customer persona overlap with HOLY's community-led approach.
• Bloom Nutrition: DTC-first wellness/functional beverage and supplement brand led by founder Chelsea Phillips with strong social community following and audience-led product development. Directly comparable on community-first brand building, vertical launch cadence, and crossover between supplement and beverage categories.
• Olipop: Functional/reformulated soda brand positioning itself as a 'better-for-you' alternative to conventional soft drinks with prebiotic, fiber, and low-sugar formulations. Highly comparable category pivot (sugar-reduced soft drinks), retail-DTC hybrid model, and target consumer (health-conscious Millennials/Gen Z).
• Cure Hydration: DTC premium electrolyte/hydration beverage company targeting sports and active lifestyle with clean-ingredient formulation. Direct comparability on functional hydration positioning (HOLY Hydration) and DTC-led GTM with selective retail expansion.
• Recess: Functional sparkling water and beverage brand marketed as adaptogen-infused calm/relaxation beverages with Gen Z aesthetic, lifestyle marketing, and influencer co-development. Comparable on community-led brand aesthetic, low-sugar/functional positioning, and premium DTC pricing model.

Broad incumbents

• Celsius Holdings: Large public functional energy beverage company that disrupted energy drinks with fitness/zero-sugar positioning and rode viral social momentum (Amazon, TikTok) into multi-billion dollar retail scale. Closest large-cap analog of HOLY Energy's category and demographic, but at vastly larger scale and broader geographic footprint.
• Red Bull: Global functional energy drink incumbent and category creator. Comparably relevant as the dominant reference product that HOLY Energy competes against on shelf and in consumer mindshare; very different scale but the same category and target demo.

Regional players

• Bionade: German heritage functional/organic soft drink brand (fermented) with strong German retail presence and similar zero- to low-sugar natural positioning. Comparable as a German functional soft drink brand competing in the same retail aisles and consumer values segment; serves as a regional analog with longer operating history.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/holysquad_de
• Facebookfacebook.com/holysquad.official
• LinkedInlinkedin.com/company/weareholy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOLY