The beverage upstart reintroduces its flagship product as Goldholly Clean American Caffeine, with a bold branding refresh and vibrant new packaging.
NEW YORK, NY, UNITED STATES, June 5, 2026. Goldholly, the functional beverage company on a mission to popularize America’s only native caffeinated plant, yaupon holly, announced a full-scale brand refresh. The new look includes a visual identity developed with Chicago-based Isla Luna Studio, a premium stand-up pouch, and three reimagined flavors: Original, Bold, and Mellow. The refresh marks the start of Goldholly’s next phase of growth as the company enters the national stage with a clear ambition: making yaupon America’s go-to source of caffeine.
The plant behind it all is yaupon holly, the only caffeinated plant native to North America. Yaupon grows across the American South with just rainwater and sunshine, no irrigation or agrichemicals necessary. It supports American farmers, bolsters ecosystems, and has been cherished across the continent for thousands of years for smooth, clean energy without the jitters, spikes, or crashes.
Introducing: Clean American Caffeine
At the heart of the refresh is a new brand concept: Clean American Caffeine. Where so many caffeinated products rely on sweeteners, additives, and artificial ingredients, Goldholly takes the opposite approach. Yaupon tastes great on its own and delivers powerful, functional energy with nothing else in the cup. Sustainably grown on American farms without chemicals and backed by a fully domestic supply chain traceable from farm to cup, it’s clean in what it is, and clean in how it feels.
That feeling comes from three natural energizing compounds working in harmony, what Goldholly calls the Triple Alkaloid Advantage. Caffeine initiates alertness and sharpens focus. Theobromine, the feel-good compound found in dark chocolate, smooths out the caffeine edge and promotes calm, steady energy. Theacrine rounds out the trio, subtly sustaining the effect over time without disrupting sleep.
Yaupon is also naturally low in tannins and rich in antioxidant polyphenols and flavonoids, creating a caffeine experience unlike anything else available today. The energy arrives immediately, holds steady for hours, and fades without a crash. It’s light enough for any time of day and strong enough for whatever the day demands.
“Yaupon’s combination of caffeine, theobromine, and theacrine produces an energy that’s clean, long-lasting, and remarkably smooth,” said Andrew Little, Co-Founder and CSO. “You can drink it from morning to afternoon without a crash. That’s the Triple Alkaloid Advantage at work.”
A Reimagined Lineup: Original, Bold, Mellow
Goldholly is relaunching with three flavors, each with a name that speaks for itself. There’s a roast for every moment, or you can simply pick the one you love:
- Original: Bright + Crisp. Lightly roasted yaupon, with floral notes and a natural sweetness. An energizing way to start the day.
- Bold: Rich + Toasted. Dark roasted, with depth and complexity. A full-bodied midday lift.
- Mellow: Malted + Earthy. Medium roasted yaupon, with a pleasant, grounding smoothness. For whenever the moment calls.
For longtime Goldholly drinkers: the tea inside is the same fully traceable USDA Certified Organic yaupon you love, now packaged in high-quality plant-based teabags and a new premium pouch made from post-consumer recycled materials.
A Modern Classic That Feels Like Home
Goldholly’s new look draws on the spirit of the American diner, where everyone, no matter who they are or where they’re from, shows up for the same thing: a good cup and the energy to take on the day. The design channels a modern retro charm: bold colors, premium typography, and hand-drawn illustrations of yaupon and the endangered wildlife that share its native habitat: the Texas Ocelot, the Carolina Red Wolf, and the Florida Panther.
“We wanted people to feel something when they see this brand," said Jeffrey Chung, Co-Founder and CIO. "Something warm and familiar, yet fresh. We wanted to create a brand that belongs on your countertop and is bright, inviting, and full of story."
Each flavor tells a conservation story. Goldholly calls it Nurturing What’s Native, celebrating the plants, animals, and ecosystems behind every cup, and the positive impact that demand for yaupon creates across the landscapes where these species live. For Goldholly, packaging is a platform, and every pouch is an invitation to discover the native world this product comes from.
Made in the USA, From Soil to Sip
The environmental story is only part of it. Goldholly’s 100% US-based supply chain supports American workers and local economies at every step, from the family farms that grow the yaupon to the facilities that produce and ship it. Every order is packed and shipped by Mid-Hudson Works, a nonprofit in Poughkeepsie, New York that provides gainful employment to veterans and individuals with disabilities. As a fully domestic operation, Goldholly is also naturally resilient in an era of rising costs for imported goods.
“This is the kind of product that should be on every shelf in the country," said Liam Trotzuk, Co-Founder and CEO. "And every person who touches it along the way, from the farmers to the team at Mid-Hudson Works, makes it better for being part of the process.”
Partnering with Purpose
Goldholly partnered with Isla Luna Studio, a boutique branding and website design agency, to develop the rebrand. With a foundation in thoughtful, strategy-led brand building, Isla Luna created a design system as layered and intentional as the product itself.
“Goldholly is one of those rare products where the brand is as compelling as what’s in the cup,” said Paige Powell, Co-Founder of Isla Luna Studio. “We’re proud of the visual language we developed: the craft, the detail, the way it brings this brand to life at scale.”
"We've always gravitated toward brands rooted in sustainability, so when Goldholly came to us, the fit was natural," added Kayle Schlesner, Co-Founder of Isla Luna Studio. "We set out to create packaging where every detail, the animals, the plants, the typography, gives someone a new reason to look again. That's what earns a spot on someone's counter."
Where to Find Goldholly
Goldholly is available now at goldholly.com and on Amazon, as well as in select retailers across the country. Expanded retail availability coming soon.
About Goldholly
Goldholly is a New York City-based sustainable beverage company founded in 2024 by Liam Trotzuk, Andrew Little, and Jeffrey Chung. The company specializes in functional beverages made from yaupon holly, America’s only native caffeinated plant. Its flagship product, Goldholly Clean American Caffeine, delivers clean, jitter-free energy and health-promoting natural compounds, while supporting U.S. agriculture, local jobs, and the environment. With three signature flavors and a commitment to domestic sourcing, Goldholly offers a better boost for people and planet—rooted in purpose, crafted in the USA.
For more information, visit www.goldholly.com or follow Goldholly on your favorite social media platform: Instagram | TikTok | Facebook | LinkedIn | X | YouTube | Bluesky
Contact: Andrew Little
(617) 717-4474
[email protected]