HELL ENERGY is a young successful player of the two-decade-old and dynamically developing energy drink scene and market. HELL is also one of the most vigorously evolving FMCG brands, which is proven by its short road to success and exploding export markets. The brand which was born in 2006 became a dominant competitor in the international markets within three years. Being a top choice of consumers in several markets it is now available in almost 50 countries worldwide. The secret of HELL ENERGY lies in exceptional quality, the brand’s perfect price/value ratio, wide availability (we aim to achieve a 70% distribution in each country), the international marketing communications background and last but not least the brand’s positioning according to the consumer needs.
Among the first steps of international expansion we attended several key international food and beverage exhibitions, including Anuga in Cologne, SIAL in Paris and the World Food Expo in Moscow, where HELL won the „Best NEW Market Entrant” and the „Best Energy Drink” prizes.
The key values besides the world-class flavour and design are competitive marketing strategies and communication.
The slogan, “Gives you power like Hell” lines up all the values enabling the consumers to overcome their daily challenges and escorts them to the worlds of sport and entertainment.
The first milestone of the international marketing activities was the two year sponsorship deal with the AT&T Williams Formula 1 Team, where HELL became a pioneer among Hungarian companies and second in the energy drink sector to enter the world of the Formula 1 Racing. Currently the international marketing activities are focused on drift and rally events. The brand is also active in technical sports and auto-motor sports.
In order to ensure this exceptional quality to both consumers and partners, in 2010 we have started a significant development in Hungary. The world class filling factory was established uniquely to be able to manufacture 250, 330, 475, and 500ml bottles. HELL ENERGY has been producing for import and export since spring 2011 in the state-of-the-art Szikszó bottling factory. Having an own factory means the whole production is under full supervision to provide maximum product and delivery quality.The unique can-filling line has an annual capacity of 1,2 billion cans thus it can accept assignments and outsource requests from other brands. Please visit www.cofilling.com for more details.
HELL’s warehouse logistics tasks are supported by a 6000m2 raw-material and packaging materials warehouse, as well as two (36.000 pallet capacity) finished product warehouses on a total of 25.000 m2. To further enhance our logistics capabilities, in 2018 a high-rise storage facility will be opened which can store 32.000 pallets on its own. It will be totally automated and connected with our filling factories by a conveyor belt.
Not only the products, also but the trade marketing materials – coolers, displays, merchandising – are produced under direct control guaranteeing the expected quality and favourable prices.
HELL ENERGY considers social responsibility an important pillar of the corporate attitude: there are annual charity events and social activities where the brand participates.
HELL ENERGY Drink produces a steeper development curve than the market average: there is a two-digit growth annually – therefore HELL is rightfully aiming to become world-renown.