Red Bull alumni Oliver Holzmann joined Gorilla Energy in January because he saw “the rare opportunity to build something raw, authentic, and culturally relevant from the ground up.”
“After my time at Red Bull, where we didn’t just sell an energy drink, but created a global cultural movement, I recognized that same spark in Gorilla, but with the added excitement of agility and creative freedom,” says Holzmann, chief marketing officer of Gorilla Energy Drink.
Gorilla is at a pivotal moment, according to Holzmann, who says the brand has the balance of being full of potential and yet unburdened by corporate layers and driven by an entrepreneurial spirit.
“In today’s world, where culture evolves rapidly and consumers value authenticity over perfection, this kind of mindset is a true competitive advantage,” explains Holzmann.
“But building a brand that resonates deeply doesn’t happen overnight. It requires passionate, open-minded people who aren’t afraid to challenge norms, experiment, and embrace the unknown. That’s the energy I felt at Gorilla—a team willing to take risks, stay curious, and push boundaries to create something meaningful.”
“It’s about crafting a brand that lives within communities, empowers creators, doers, and risk-takers, and tells stories that surprise and inspire. Gorilla offers the perfect canvas to do exactly that—to transform a functional product into a cutting-edge, culture-driven force that’s fresh, fearless, unapologetically real, and proudly deviant from the ordinary.”
Brand Innovators caught up with Holzmann from his office in Los Angeles to discuss brands in culture, product innovation and AI. This interview has been edited for length and clarity.
Can you talk about how the brand shows up in sports and culture?
Today’s consumers are sharp. They see through conventional marketing and resist brands that dictate trends or promote polished narratives. They opt for brands that genuinely resonate with their passions, values, and lifestyle. For us in new markets, it’s about listening and learning, connecting with individuals who live and breathe their scene, particularly those making, or striving to make, an impact in their communities.
You can’t buy cultural relevance – you earn it by being present, respectful, and adding value. Gorilla doesn’t force its way into spaces. We engage from within, supporting movements before they hit the mainstream.
We seek out alternative lifestyles and people from humble beginnings who are hustling to make it. Whether it’s in niche sports, emerging music scenes, street art, or grassroots fight leagues, we prioritize spirit and attitude over chasing trophies and titles – though if they win along the way, of course, we’ll celebrate that too.
For us, it’s less about being “an energy drink brand,” and more about how you show up in culture. That mindset drives us to contribute to and grow with trendsetting communities, forming authentic relationships within high-loyalty, high-engagement subcultures where shared values matter more than traditional marketing.
At its core, Gorilla shows up by being curious, open-minded, and committed to connecting with creators, doers, and risk-takers – the ones pushing boundaries, redefining their spaces, and inspiring others along the way.
What is your approach to product innovation?
Our mission is to create energy drinks that taste good and deliver functional benefits for the next generation and it guides this approach. The energy drink category has changed significantly in recent years. People are more aware of what they consume, and there is a growing demand for options that balance performance with healthier choices – especially in mature markets, where consumers are increasingly mindful of ingredients, nutrition, and long-term health impacts.
Traditionally, this category has been dominated by high-caffeine, sugar-heavy products. However, we are witnessing a distinct shift towards cleaner, more purpose-driven formulations, especially in Western markets. We are very receptive to this – whether it involves testing new ingredients, adapting formulas, or exploring entirely new product concepts. Flexibility and a willingness to experiment are crucial.
In the U.S., for example, we’ve focused Gorilla Ultimate Energy on addressing common consumption barriers by offering formulations with natural caffeine, no artificial colors, zero added sugar, and lower calories—without sacrificing taste or functionality. It’s less about chasing trends and more about aligning with consumer trends and ensuring relevance to their lifestyles.
Ultimately, our approach to innovation is shaped by staying close to cultural shifts, remaining open-minded, and ensuring that everything we bring to market serves a real purpose for those who choose our brand, especially in regions where expectations around health and functionality are becoming the standard, not the exception.
Who is your audience and how are you speaking to them?
We’re speaking to a generation that doesn’t want their parents’ energy drink. They value authenticity, staying true to their identity, and are more selective than ever about the brands they let into their world. This audience gravitates toward brands that genuinely reflect their mindset, values, and ambitions.
Many come from backgrounds where success isn’t handed to them – they’re self-made, driven by creativity, resilience, and a desire to carve out their own path. We see them across multiple cultural spaces – art, music, skate, alternative sports, and street culture – often shaped by a strong DIY spirit. They’re modern-day renaissance individuals, blending passions and pushing boundaries wherever they go.
When we communicate with them, it’s about earning attention by respecting their independence, supporting their ambitions, and aligning with their creative energy in ways that feel real. That means engaging with the right communities, listening before speaking, and ensuring every interaction provides something meaningful—not just more noise in an already crowded space.
How have your past experiences at brands like Red Bull helped shape your perspective in your current role?
I’ve spent over two decades in the energy drink & lifestyle space, and what has always driven me is the opportunity to build brands that go beyond the product – brands that become part of culture. At Red Bull, I was fortunate to witness and contribute to a brand’s evolution from a niche, underground name to a global cultural force. It was never just about big budgets – it was about passionate people forging genuine connections with communities, listening first, and then supporting stories, experiences, and movements that mattered.
One thing Red Bull mastered was creative storytelling, helping people see themselves in the narrative and creating emotional investment. One of the most remarkable examples was the Felix Baumgartner space jump, built around the classic hero’s journey framework. It tapped into universal emotions of challenge and triumph—proving how powerful authentic stories can be in building lasting brand affinity.
Despite all the knowledge and insights I gained at Red Bull, I remain hyper-critical of relying too much on past formulas. What worked then isn’t a guaranteed recipe for success today. The consumer zeitgeist has shifted dramatically, and marketing has taken a quantum leap in terms of technology, culture, and expectations. Experience is valuable, but I recognize we’re not here to build a second Red Bull. The focus is on establishing Gorilla Energy’s own identity – creating a unique, relevant position for today’s consumers.
What marketing trends do you expect to see this year?
One of the most consistent shifts in recent years – and one I expect to strengthen – is the demand for authenticity over perfection. Consumers are increasingly drawn to brands that feel human, relatable, and honest. Overproduced campaigns and polished narratives are losing impact. People want to see what’s real—whether that’s behind-the-scenes content, unfiltered moments, or brands openly sharing their journey, imperfections included.
This ties closely to the ongoing rise of creator-led marketing. Collaborations with influencers and micro-creators who genuinely align with a brand’s ethos are no longer just a tactic—they’re becoming a core part of the marketing mix. It’s less about follower counts and more about voices that resonate authentically within specific communities. Creators are setting the tone with raw aesthetics—shaky cams, natural lighting, candid storytelling—which makes branded content feel embedded in culture rather than imposed by advertisers.
We’re also seeing a clear shift from aspirational to relatable messaging. Consumers aren’t looking for perfect lifestyles. They want stories they can connect with. A great example is Adidas, moving away from its 20-year-old, high-performance tagline “Impossible Is Nothing” to the much softer, more encouraging “You Got This.” It reflects a broader movement where brands position themselves as supportive companions, even in traditionally aspirational sectors like sportswear.
How are you thinking about AI?
Alongside these human-centric trends, AI is becoming an integral part of modern marketing, not to replace creativity, but to enhance how we work. We use it to accelerate research, generate secondary data, and automate repetitive tasks across social channels, allowing us to focus more on strategy, storytelling, and meaningful engagement.
AI also plays a role in optimizing our performance marketing efforts – helping us analyze data faster, refine targeting, and improve ROI in real time. Beyond that, it helps streamline processes, campaign workflows, and even how we manage meetings and follow-ups – freeing up time to stay agile and creative in a fast-paced environment.
We understand that AI will play an even more integrated role in the future, but we consciously draw the line at allowing AI to replace human creativity. Tools can support the process, but authentic ideas – the ones that truly connect with people – come from human instinct, cultural understanding, and emotional intelligence.
In my humble opinion, technology can optimize processes, but it’s human instinct, creativity, and emotion that drive culture forward. That’s something no algorithm can replicate.
