Holy

HOLY is a Berlin-headquartered soft drink company that sells powder- and syrup-based drink concentrates which customers mix with water at home. Its product lines are Energy, Iced Tea, Hydration, Milkshake and the HOLY Syrup Bottle, sold as starter sets, single-flavour boxes, large tins of roughly 50 servings, syrup pods and accessories such as shakers, alongside branded merchandise. The formulations are marketed as zero/low sugar and low calorie, with functional ingredients including vitamins, electrolytes, fibre, antioxidants and nootropics, natural flavours and colours, and microencapsulated caffeine in the energy range.

The company positions the powder format as both healthier and lower-impact than pre-filled cans and plastic bottles, citing savings of more than 90% of packaging waste, reduced transport weight and long shelf life without refrigeration. Its stated vision is to become the most loved soft drink brand of the 21st century, framed internally as building the "Coca-Cola of the 21st century."

HOLY reports having built a customer base of more than 2 million (2.5 million acquired customers according to investor HV Capital) across Europe, more than €180m in cumulative sales, and a team of over 170 people, with open roles spanning operations, finance, brand and marketing, retail field sales and international markets in Poland, France and the UK.

Founding story

HOLY was founded in Berlin in 2020 by three business students and best friends, Frederick Jost, Philipp Nass and Mathias Horsch, who saw a gap between conventional soft drinks that tasted good but were high in sugar and artificial additives and health-oriented drinks that lacked taste. Jost and Horsch serve as co-CEOs and Nass as CMO. The company's careers page describes launching the brand from a living room in 2021.

Business model

Consumer packaged goods sold primarily direct-to-consumer through the company's own online shop, with country-specific storefronts and a rewards programme, plus discount bundles ("Mix & Match", starter sets) and free-shipping thresholds. HOLY has since added brick-and-mortar retail distribution and pop-up stores, and is hiring key account and regional field sales staff for the German grocery trade.

Revenue comes from product sales: starter sets, single-flavour boxes and 50-serving tins of drink powder, syrup bottles and pods, shakers and merchandise, sold online at published prices (e.g. €24.99 starter sets, €39.99 tins, €54.99 syrup starter set) and, more recently, through retail listings.

Traction

Reported metrics include more than 2 million customers (2.5 million acquired since founding per HV Capital), over €180m cumulative sales and profitable scaling, €170m revenue in 2025 per German press coverage (over €150m per HV Capital), more than 192 million servings sold online in 2025, over 8,500 points of sale in DACH, a 4.6-star rating on Trustpilot and reviews.io, and a team of 170+.

Latest developments

In January 2026 HOLY ran a large in-store display campaign across more than 6,000 Rewe, Edeka and Globus and other outlets in Germany and Austria, with a scratch-card promotion for ten personalised HOLY Canyon e-bikes worth €3,000 each. The company is opening pop-up stores (Bremen, Duisburg), recruiting across international markets in Poland, France and the UK, expanding syrup products, and reports accelerating internationalisation with an ambition to become a top-three European energy drink brand.