Brand profile · Germany
wearholy Revenue, search volume and competitors 2026
Berlin brand of sugar-free powder drinks (energy, iced tea), founded 2020, funded with a €10.5m Series A in 2023, not on Die Höhle der Löwen.
Fact sheet
- Founded
- 2020
- Founders
- Mathias Horsch, Philipp Naß, Frederick Jost
- Headquarters
- Berlin
- Company
- Holy Softdrinks GmbH (vormals Holy Energy GmbH)
- Employees
- ca. 25 (2023); die Hilfeseite des Shops nennt inzwischen über 100
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- Venture capital backed
- Investors
- Left Lane Capital, V3 Ventures, OMR, FoodLabs, Simon Capital, Bela Seebach, Benjamin Kremer, Noel Bollmann
- Funding rounds
- 2023: Series A, 10,5 million €
Background and milestones
The founders drank conventional energy drinks while gaming and wanted to create a healthier alternative. According to Handelsblatt they were in their mid-twenties, and the launch was in April 2021.
- 2021
Market launch of HOLY Energy in April.
- 2022
Launch of HOLY Iced Tea in summer.
- 2023
€10.5m Series A with plans for brick-and-mortar retail and European expansion.
SWOT analysis of wearholy
Editorial assessment based on the sources listed and the radar data.
Strengths
- €10.5m Series A with Left Lane Capital, V3 Ventures, OMR and FoodLabs, plus Just Spices and YFood founders as business angels.
- Profitable at a clearly eight-figure annual revenue and over 200,000 customers (as of October 2023).
Weaknesses
- Brand search volume for wearholy is very low at 70 per month, the brand is presumably searched mostly as Holy.
- The focus was first on its own online shop with an ongoing need to win new customers (about 20,000 per month in 2023).
Opportunities
- Retail expansion (Müller, REWE, dm according to the website) and growth into the UK and Europe, as announced in 2023.
- Extension beyond the energy drink into a syrup system, hydration and milkshake.
Threats
- Strong competition from established energy drink brands and other powder and functional drink providers.
- Critical media coverage of energy drinks, for example at t-online, may weigh on demand in the segment.
What is behind the demand?
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Sources
- HOLY Impressum (Holy Softdrinks GmbH)
- HOLY Shop
- Hilfecenter: Wer steckt hinter HOLY
- deutsche-startups.de: Interview mit HOLY (Oktober 2023)
- Handelsblatt: Holy will mit bunten Pulver-Softdrinks den Getränkemarkt erobern (August 2023)
- Tagesspiegel: Berliner Start-up sammelt 10,5 Millionen Euro ein
- Startupsucht: HOLY
Frequently asked questions about wearholy
How much revenue does wearholy make?
wearholy generated deutlich achtstelliger Jahresumsatz, profitabel (Angabe im Interview mit deutsche-startups.de, Oktober 2023) in revenue in 2023 (rough figure from interviews and press). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded wearholy?
wearholy was founded in 2020 by Mathias Horsch, Philipp Naß and Frederick Jost. The company is based in Berlin.
Was wearholy on Die Höhle der Löwen?
No, wearholy did not appear on the German TV show Die Höhle der Löwen.
Is wearholy backed by venture capital?
Yes, wearholy is backed by venture capital. Investors include Left Lane Capital, V3 Ventures, OMR, FoodLabs, Simon Capital, Bela Seebach, Benjamin Kremer and Noel Bollmann. Known funding rounds: 2023: Series A, 10,5 million €.
How much does wearholy spend on marketing?
wearholy 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 wearholy has to pay for each visit.
How much revenue does wearholy make through Google?
The model estimate combines brand searches and organic traffic of wearholy with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know wearholy) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of wearholy 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 wearholy 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 wearholy.
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.