Brand profile · Germany
Holy Energy Revenue, search volume and competitors 2026
Sugarfree energy rising star with a projected €150 to €170 million for 2025.
Fact sheet
- Founded
- 2020
- Founders
- Philipp Naß, Mathias Horsch, Frederick Jost
- Headquarters
- Berlin
- Company
- HOLY Softdrinks GmbH
- Employees
- ca. 60 (2024)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- Left Lane Capital, V3 Ventures, OMR, FoodLabs, Simon Capital, Gründer von Just Spices und YFood
- Funding rounds
- 2023: Series A, 10,5 million €
Background and milestones
The three founders have known each other for almost 20 years. Mathias Horsch and Frederick Jost come from TU Munich, Philipp Naß previously worked at a New York marketing agency. In summer 2020 they founded a direct-to-consumer company for drink powder instead of cans.
- 2020
Founding of HOLY Softdrinks GmbH in Berlin.
- 2021
Market launch in April.
- 2022
Range extension with further powder drinks.
- 2023
Series A of EUR 10.5 million (Left Lane Capital, V3 Ventures, OMR, FoodLabs, Simon Capital and founders of Just Spices and YFood).
- 2024
Entry into retail: Spar in Austria (about 1,200 stores) and selected REWE stores in Berlin.
SWOT analysis of Holy Energy
Editorial assessment based on the sources listed and the radar data.
Strengths
- Funded through a EUR 10.5 million Series A in 2023 and backed by several funds and D2C founders.
- Direct-to-consumer model with about 500,000 online customers (2024) according to Pitchdeck Magazin.
- Additional distribution through retailers such as REWE, Edeka and Globus.
Weaknesses
- Consumer organizations raised concerns about the high caffeine content (160 mg per serving).
- Narrow range that is centered on drink powder.
Opportunities
- Expanding retail presence and building a field sales team according to LZ direkt.
- Range extension beyond energy (iced tea, hydration, milkshake).
Threats
- Regulatory and public criticism of energy drinks with high caffeine content.
- Strong competition from established canned energy drinks at retail.
What is behind the demand?
Discover the revenue estimate, organic traffic and ranking keywords of this brand. A free Visibly account shows 5 brands, Starter and above shows all.
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Sources
- deutsche-startups.de
- Unicorn Bakery Podcast
- Pitchdeck Magazin: HOLY Energy
- Tagesspiegel: Holy sammelt 10,5 Mio. Euro ein
- LZ direkt: Holy Energy erobert die Supermärkte
- dhdl.info Suche holy
Frequently asked questions about Holy Energy
How much revenue does Holy Energy make?
Holy Energy generated around 60–75 million € in revenue in 2024 (rough figure from interviews and press). For 2025: Projektion 150–170 Mio €. The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded Holy Energy?
Holy Energy was founded in 2020 by Philipp Naß, Mathias Horsch and Frederick Jost. The company is based in Berlin.
Was Holy Energy on Die Höhle der Löwen?
No, Holy Energy did not appear on the German TV show Die Höhle der Löwen.
Is Holy Energy backed by venture capital?
Yes, Holy Energy is backed by venture capital. Investors include Left Lane Capital, V3 Ventures, OMR, FoodLabs, Simon Capital and Gründer von Just Spices und YFood. Known funding rounds: 2023: Series A, 10,5 million €.
How much does Holy Energy spend on marketing?
Holy Energy does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less Holy Energy has to pay for each visit.
How much revenue does Holy Energy make through Google?
The model estimate combines brand searches and organic traffic of Holy Energy with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know Holy Energy) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of Holy Energy be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of Holy Energy after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for Holy Energy.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.