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HOLY

HOLY

Food and beverage case studies

How HOLY gained over €2 million through referrals

HOLY uses their loyalty program to power personalized communication with members, building excitement around product drops, and fueling revenue growth through both retention and acquisition.

Who are HOLY?

HOLY launched in 2021 from a German living room with a bold mission: to reinvent the energy drink category. 

They sell online and through retailers in Germany, offering powder-based energy, iced tea, hydration and milkshake mixes with zero sugar, bold flavors, and premium ingredients. 

Loved by Gen-Z and Millennials for their colorful branding and functional ingredients, they’ve grown a passionate community that rallies around every product drop.

Holy Energy

HOLY’s retention challenge

The brand quickly found success with online shoppers and social followers. 

But early on, they spotted a challenge to overcome. While they were acquiring new customers at pace, they didn’t have the infrastructure to reliably retain them. 

Within a year of launch, HOLY sought a loyalty program that would not only reward repeat shoppers, but would become a foundational pillar of their brand.

When HOLY met LoyaltyLion 


HOLY launched their loyalty program in early 2021, powered by LoyaltyLion and supported by strategic guidance from the Onboarding team. 

  • Loyalty page: The colorful, fully-integrated loyalty page includes dynamic elements like countdowns to birthday points bonuses and real-time progress bars. HOLY used the LoyaltyLion SDK, which can be easily customized with CSS, to create a loyalty page that matched their on-site branding and delivers a personalized experience for shoppers.
  • Points-earning activities: Instead of focusing solely on purchases, their program rewards engagement too, from social follows and site visits to providing birthday info. 
  • Rewards: Members have freedom to choose between free products (like exclusive shakers, sample kits, mugs, and a limited edition flavor), or discount vouchers.
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“We didn’t just want to keep our best customers – we wanted to give them the full HOLY experience, from the website to our HOLY Squad community. That’s why LoyaltyLion, with its platform and personal onboarding support, was the right fit for us. The seamlessly integrated loyalty page, the balanced system of activities and rewards, and the great tech integrations (including Klaviyo) gave us a solution where we didn’t have to compromise.”

Simoneschulz Holy
Simone SchulzCRM Lead, HOLY

How referrals generated €2 million

HOLY’s loyalty program not only powers retention but acquisition, too. The program incentivizes members to refer friends or family in exchange for points:

  • Each referral earns members enough coins to redeem a £10 discount voucher
  • Customers can share their referral link through Direct messages, WhatsApp, email via Klaviyo, or on social media
  • Building on the success of referrals, the brand has run exciting bonus points weeks, doubling the number of coins for each friend referred, equivalent to a £20 discount.

The results are immense: loyalty-driven referrals alone have generated €2 million in revenue, powering more than 167,000 site visits, and securing 12,000 new customers.

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“Getting our loyal customers to recommend us to others is one of the best parts of our program. We’re growing our revenue at this pace because we have a loyalty program that works well for both bringing in new customers and keeping existing ones.”

Simoneschulz Holy
Simone SchulzCRM Lead, HOLY

A loyalty-integrated product drop strategy


HOLY’s monthly product drops are major moments, and the loyalty program helps turn that hype into reliable revenue spikes.

Why it works:

  • The program keeps members actively earning points between drops, so they’re primed and ready to redeem rewards and purchase when new products go live.
  • Members earn points for subscribing to the email newsletter, and following HOLY on Instagram, Facebook, and TikTok, ensuring loyal customers are aware of upcoming product drops and ready to purchase 

As a result, the loyalty program supports huge revenue spikes on launch days, with loyalty-contributed revenue skyrocketing above usual rates.

Their July 2025 product launch saw loyalty-attributed revenue almost double, from an average of 24% to 47% that day—the program’s best daily contribution so far. The spike in total revenue also meant the loyalty program provided around 10x more revenue than usual.

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“Our Squad shows up in full force when we drop new products. The loyalty program’s ability to keep customers closely tuned into our comms is instrumental in those moments, powering real revenue growth. Over time, we’ve become more confident that our loyal, retained customers will snap up the new products, helping us be bolder every time.”

Simoneschulz Holy
Simone SchulzCRM Lead, HOLY

Tech integrations that support every touchpoint


HOLY ensured that their loyalty program was fully integrated with their existing tech stack, so that every interaction adds value.

  • Integration with Klaviyo means HOLY can send automated emails to remind members about point balances, new product drops, and bonus points on their birthday
  • With Gorgias, the program shows customer support agents the member’s loyalty points balance and rewards, and uses points bonuses to smooth over issues 

These tools work together to create a smooth, consistent customer experience, making loyalty feel like part of the brand, not an afterthought.

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HOLY’s program is a top performer


A huge 21% percent of all revenue now comes from the loyalty program, making HOLY ’s program a top performer in their vertical. Other great stats include:

  • Redeeming members spend 5.1 times more over their lifetime and order 3.4 times more frequently
  • More than 176,000 new program members have enrolled in a single year
  • Over €2 million in revenue has been generated from loyalty-incentivized referrals
  • Loyalty revenue spikes over double the usual rates during new product drops
  • Over 170 million coins have been redeemed since the program’s inception.

As the contribution of the loyalty program to total revenue continues to increase, the brand is planning expansions and improvements to take its impact on total revenue to new heights.

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What brands can learn from HOLY’s story


HOLY’s loyalty program shines for powering both retention and acquisition through referrals, and using its loyalty program to boost revenue around product drops.

The brand’s decision to start a loyalty program early on has paid off. 

The program quickly turned fan engagement into a habit thanks to points and rewards that motivate regular, repeat purchases – and many fans have stuck around for five years and counting!

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