

The HOLY Story
Soft drinks with great taste and a good conscience. What started as an idea in a living room has grown into a community of millions. Discover our wild ride and become part of the HOLY Squad!
How it all began!
Hi, we’re Phil, Matze & Fred. We’ve been friends for years and are the founders of HOLY.

In 2020, we started out in a small flatshare with one big idea.

Like a lot of people, we love soft drinks. Unfortunately, they’re often packed with sugar, calories & bullsh*t.

But the industry has spent decades doing very little to change that. 😈

Our goal was simple: make soft drinks better. So we did. ✊

After just eight months of development, HOLY Energy® launched in 2021!

Before the official launch, we sent free samples to 5,000 of you to put it to the test.

And you loved it. The HOLY Squad was born: our brilliant community! 🎉

You wanted a caffeine-free option, so we got to work on what came next.

In 2022, HOLY Iced Tea® arrived: sugar-free, made with real tea and botanicals. One year later…

…we took on unhealthy sports drinks with HOLY Hydration®: with electrolytes & coconut water.

So you can have dessert without the drama, we launched HOLY Milkshake®.

In 2026, to celebrate HOLY’s fifth birthday, we launched our biggest innovation yet: the HOLY Syrup Bottle®! Now you can dial in every sip just how you like it. 🤯🤩

From thousands of streamers to festivals, stadiums, TV and even space. 🚀

5,000 testers became millions of Squad members. And with hundreds of HOLY tattoos out there, some of you have really made it permanent! 😍

And we’re nowhere near done. Our 200-strong team is only just getting started with the Soft Drink Revolution.

But we can’t do it alone. We need you and the HOLY Squad. Thanks for being part of the journey! ❤️


So, what’s actually in it?
So, what’s actually in it?
So, what’s actually in it?
So, what’s actually in it?
The soft drink revolution
New caff
No sugar
Natural flavors
Full of vitamins
No taurine
Join the Squad
Our community is already millions strong, taking on the Soft Drink Revolution with us!
2m+
Squad Members
500+
Squad Tattoos
100+
Wrapped Cars
1000+
Events & Partners

Secret Squad Event 2025 at the HOLY Temple, with 100 Squad members.

Secret Santa Squad Event 2025 at the HOLY Temple in Berlin, with 100 Squad members.

Squad member Chloe fuelling her day with her family at Alton Towers.

Going for a hike? No problem for Sqaud member Warren with HOLY in his pack.

The Raptor and The Stig hanging out at Gravity Car Show

Squad member Kieran B uses Hydration to stay locked in will FPV racing

Squad member Simon is getting plenty attention with his electric 4 wheel eel!!

Ben showing the way to free drinks at Gravity Festival

Squad member Kieran W and his daughter staying hydrated at the BMX national series

Squad member Aaron proves that blading and HOLY is a match made in heaven

The HOLY Moly mobile about to take off!

Squad member Becca has HOLY by her side when complete big customer orders

Tower of London and a HOLY Thermo, 2 beautiful pillars! Shoutout to Squad member Ant.

UK heatwave? Squad member Charlotte has the right idea

Squad member Charlotte’s HOLY haul has pride of place.

Everyone needs a HOLY draw

It wouldn’t be the internet without a cat pic - This one supplied by Squad member Hannah

400 Squad members at the Secret BURRsday Squad Event 2026 in Berlin, where the Syrup Bottle was revealed.

Squad dog Dylan is a bit of a baller, even if his owner Christina isn’t a football fan

Squad member Alex know Hydration is key when leading a game drive in sunny Kruger National Park of South Africa

You know what they say, cats love boxes… Squad member Christina’s feline friend is no exception

Solar eclipse and no glasses? No problem for Squad member Dave!

Squad member Jess is rocking out with her HOLY at Bloodstock Festival.

Squad member Aaron showing his kids how its done

Squad member Felicity’s mouth-watering collection

The HOLY Kei Truck in all it’s glory at Food & Fuel Festival

Backfire Brad AKA Drift Jesus blessing the HOLY Moly Mobile at Mudbillys

Squad Member, the legendary Danny vs Food and his HOLY haul

Someone better tell Ben the HOLY goes in your mouth!

Squad member Abbie’s cat Gizmo showing us his leathel

Join Team HOLY
What started with three best friends in a living room has grown into a team of more than 200 people across six countries. And we’re only just getting started. We’re looking for brilliant people to help us shake up soft drinks around the world!

France
Poland
United Kingdom




