HOLY’s products speak to a generation of consumers who are increasingly health conscious and focused on sustainability.

Instead of offering pre-made drinks in a can or plastic bottle, HOLY makes powder-based drinks that can be mixed with water and taken easily on the go. That way, the company reduces plastic waste and extends the shelf life of its products, as powders can be stored for months without refrigeration. 

The company recently expanded its product line to include HOLY syrups that are liquid-based, but still long-life. In true HOLY fashion, the syrups were launched with a shaker that has a dial on the front, allowing the drinker to adjust the flavour intensity on a scale from one to five. In the first week of its launch, Holy sold more than 150,000 bottles.

“Sometimes what people really like is if you bring an existing function, in this case caffeine, into a new form like a powdered soft drink. It’s what many successful consumer brands did — like Grüns that brought vitamins into gummies, or Huel that brought a physical meal into a liquid form,” says Jannis. “If it’s done right, I think it really resonates with people.”

HOLY tapped into customer groups it previously didn’t imagine would love the brand. At first, the startup marketed its soft drinks to gamers and students needing energy and focus, but it soon found that other customer groups — from healthcare workers and firefighters to members of the police force — were drinking its products on shift. 

Soon after HOLY launched its first energy drinks in 2020, customers reached out to the startup with stories of how its drinks helped get them through study sessions — and how it was a relief to buy a healthy drink that didn’t come in a plastic bottle. 

Part of HOLY’s success is down to its strong brand identity that seeps through every aspect of the startup’s products and culture. 

Its office in Prenzlauer Berg is dubbed the ‘HOLY Temple’, a colourful space where huge pictures of its best-selling flavours hang on the walls. There’s a dedicated room showcasing the creative and extraordinary things HOLY customers (otherwise known as the ‘HOLY Squad’) have sent over the years: from fan mail to handwoven carpets. 

Its Discord channel, which has over 70,000 members, acts as an inner circle where the Holy Squad get sneak peeks of new products and give feedback on new flavours. 

HOLY proves how having a great product and a strong brand identity can create a really engaged community that wants to give back. 

The company’s biggest market is Germany, but it’s also present in France, the UK and Poland. While HOLY is primarily D2C, it’s now focusing on ramping up partnerships with major retailers to spread the word and get more customers on board. 

The biggest ambassadors for the HOLY brand remain its customers - the HOLY Squad.