Holy Water

What Holy Water does

Holy Water is a functional beverage brand operated by My Crew Doses Inc., a privately held, female-founded, PhD-led U.S. company founded in 2024 and headquartered in Highland Park, Illinois. The company produces a single ready-to-drink product line — branded as Holy! Water and marketed as a non-alcoholic "social tonic" — combining four functional ingredient categories (ketones, nootropics, functional mushrooms, and adaptogens) at 13,000MG of active ingredients per serving, with sugar content of 1-4g per serving. The product is offered in four flavors (Tropical Citrus, Classic Cola, Lemon Lime, Blackberry Lemonade) and competes in the premium functional beverage category against traditional energy drinks and the emerging non-alcoholic adult beverage segment.

The core offering is a formulated CPG product rather than a software platform; the proprietary blending of ketones with cognitive and adaptogenic ingredients is positioned as the primary technical differentiator. The company operates a multi-channel distribution model: a direct-to-consumer Shopify storefront with subscription/auto-replenishment (up to 10% recurring savings, 20% first-purchase email signup discount), a wholesale program for retail partners with a public store locator, and Amazon marketplace listings. Pricing is set at $40 per 12-pack for one-time purchase and subscription tiers, with a 24-pack option at $96.

Customer segments span health-conscious consumers seeking clean energy and mental clarity, non-alcoholic social drinkers looking for sober-curious alternatives, and wholesale retail partners operating in wellness and specialty retail. The company has secured a single disclosed funding round (LvlUp Ventures, 2025-08-21) of an undisclosed amount, maintains a 4.75/5 average verified review rating (across only 4 reviews), and reports 1-10 employees — indicating an early-stage operation with brand and channel infrastructure in place but minimal scale evidence to date.

Name

Holy Water

Legal name

My Crew Doses Inc.

Website

https://enjoyholywater.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Holy Water is a U.S. functional beverage brand (My Crew Doses Inc.) selling ready-to-drink non-alcoholic social tonics combining ketones, nootropics, functional mushrooms, and adaptogens directly to consumers, wholesale retailers, and via Amazon.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

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

akta.pro secondary industries

Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)

Keywords

• Functional beverages
• Nootropic drinks
• Ketone hydration
• Social tonics
• Non-alcoholic beverages

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of Holy! Water hydration products in 12-pack and 24-pack formats. Products available as one-time purchases or subscription orders with up to 10% recurring savings. Revenue generated through own storefront (Shopify) with free shipping on orders $75+.
2. Wholesale Distribution: B2B wholesale channel supplying Holy! Water products to retail stores. The company maintains a store locator and wholesale inquiry page, indicating active distribution partnerships with physical retail locations.
3. Marketplace Sales: Products available through Amazon marketplace, expanding reach beyond direct-to-consumer e-commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Holy! Water produces ready-to-drink functional beverages marketed as non-alcoholic social tonics, combining ketones, nootropics, functional mushrooms, and adaptogens in a single low-sugar formulation (1–4g sugar per serving, 13,000MG of active ingredients). Products are sold in 12-pack and 24-pack formats across four flavors (Tropical Citrus, Classic Cola, Lemon Lime, Blackberry Lemonade) directly to consumers via a Shopify storefront, with subscriptions and wholesale distribution to retailers.

Product overview

Holy! Water is a functional beverage brand offering a single product line of ready-to-drink social tonics in four flavors (Tropical Citrus, Classic Cola, Lemon Lime, and Blackberry Lemonade). All products combine the same core formulation of ketones, nootropics, functional mushrooms, and adaptogens, marketed as mood boosting, fat burning, and performance-enhancing drinks with minimal sugar. The company is operated by My Crew Doses Inc., an American female-founded, PhD-led company.

Differentiator

Problem solved

Functional benefit

Products and services

• Holy! Water Enhanced Ketone Hydration — Tropical Citrus Ready-to-drink functional beverage in Tropical Citrus flavor combining ketones, nootropics, functional mushrooms, and adaptogens with 1g of sugar; marketed for fat burning, mood enhancement, hydration, mental clarity, and physical performance. Available in 12-pack and 24-pack formats via D2C subscription and one-time purchase, targeted at adult health-conscious consumers and non-alcoholic social drinkers.
• Holy! Water — Classic Cola Ready-to-drink functional beverage in Classic Cola flavor combining ketones, nootropics, functional mushrooms, and adaptogens, delivering clean energy without sugar spikes or crashes. Sold in 12-pack and 24-pack formats via D2C subscription and one-time purchase to adult health-conscious consumers.
• Holy! Water — Lemon Lime Ready-to-drink functional beverage in Lemon Lime flavor combining ketones, nootropics, functional mushrooms, and adaptogens for enhanced physical performance and cognitive function. Sold in 12-pack and 24-pack formats via D2C subscription and one-time purchase to adult health-conscious consumers.
• Holy! Water — Blackberry Lemonade Ready-to-drink functional beverage in Blackberry Lemonade flavor containing ketones, adaptogens, functional mushrooms, and nootropics with only 4g of sugar; positioned for fat burning, mood enhancement, focus, and physical performance. Sold via D2C and Amazon to adult health-conscious consumers.

Quantifiable outcome

• 4.75 out of 5 star average customer rating from verified reviews
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core, supporting and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Holy! Water online storefront. Provides the technical infrastructure for product listings, shopping cart, checkout, payment processing, and order management.
• Judge.mesupportingTechnology or IntegrationCustomer review platform integrated into the Holy! Water website, displaying verified customer reviews and ratings (4.75/5 stars based on 4 reviews).
• Sedona Specialty StoreminorChannel Partner/ Reseller/ DistributorRetail customer selling Holy! Water products in Sedona, Arizona to hikers and outdoor enthusiasts. Represents one of the wholesale distribution partnerships.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Athletic Brewing: Athletic Brewing is the dominant non-alcoholic beer brand in the US. While it competes in a different format (brewed NA beer vs. functional soda), it is the most-established incumbent in the broader 'sober curious' category and sets consumer expectations Holy! Water must meet to convert trial.

Direct peers

• MUD\WTR: MUD\WTR produces a functional mushroom and adaptogen-based beverage positioned as a coffee alternative. While format (powdered/poured) differs, the brand competes directly for the same health-conscious, no-stimulant, functional-ingredient consumer that Holy! Water targets.
• Töst: Töst is a non-alcoholic, sparkling beverage brand positioned as a sophisticated alternative for social occasions. While it emphasizes tea and cranberry botanicals rather than nootropics, it competes for the same premium, non-alcoholic social occasion consumer.
• AURA BORA: AURA BORA is a sparkling water brand flavored with herbs and botanicals and marketed around functional and natural positioning. It overlaps with Holy! Water's flavor-forward, low-sugar functional beverage positioning.
• Kin Euphorics: Kin Euphorics is a non-alcoholic functional beverage brand formulated with nootropics, adaptogens, and botanicals marketed as a 'social tonic.' It is the closest direct competitor to Holy! Water, sharing the same ready-to-drink format, similar ingredient stack, and overlapping sober-curious target customer.
• De Soi: De Soi is a non-alcoholic aperitif brand built on adaptogens and botanicals, explicitly positioned as a social, alcohol-free alternative. It overlaps with Holy! Water's 'social tonic' framing and sober-curious consumer segment.
• Ghia: Ghia is a non-alcoholic aperitif brand using adaptogens and herbal botanicals. It targets the same 'sober curious' social-drinking occasion that Holy! Water's Microdose line is built around, making it a direct peer on positioning and consumer.
• Recess: Recess produces sparkling water beverages infused with adaptogens, hemp, and nootropics. It competes directly with Holy! Water for the wellness-conscious, alcohol-averse consumer seeking functional RTD formats.
• Brave Beverages: Brave produces sparkling wellness beverages with adaptogens and nootropics. It is a direct competitor in the functional RTD beverage category, appealing to similar performance- and focus-driven consumers.

Emerging players

• Ora Organic: Ora produces functional and adaptogenic beverages and supplements. While primarily a supplement brand, its drink line intersects with Holy! Water's adaptogen-and-nootropic positioning and targets a similar wellness-oriented consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/enjoyholywater
• Facebookfacebook.com/profile.php
• Instagraminstagram.com/enjoyholywater/?hl=en
• TikToktiktok.com/@enjoyholywater

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Water