Knabe Kola
Knabe Kola was introduced in Germany on 8 August 2025 as the second beverage brand from Maximilian Knabe — better known through his online persona HandOfBlood. The cola was developed in cooperation with his agency Instinct3 and Drinks & More, a subsidiary of the beverage manufacturer Krombacher Group.
Two versions were released — Knabe Kola and Knabe Kola Zero Sugar — distributed through large German retailers and via KnabeDrinks.de. The regular version contains 9.5 grams of sugar per 100 milliliters, roughly corresponding to the level of Coca-Cola, while the zero-sugar variant is sweetened with a mix of sodium cyclamate, acesulfame K, sucralose and sodium saccharin.
Maximilian Knabe, born 1992 in Berlin, is one of Germany’s best-known gaming and entertainment creators. Under the alias HandOfBlood, he built a YouTube channel with several million subscribers and became known for his humorous and often satirical videos about gaming culture. In 2018 he co-founded the agency Instinct3, which manages and develops brands for digital creators, and later helped establish the esports organization Eintracht Spandau.
The cola followed the success of Knabe Malz, a non-alcoholic malt drink launched in 2024 by the same partners. Knabe Malz combined traditional brewery expertise with influencer-driven marketing and quickly achieved strong sales in the German market.
