Hellish pace

Hell Energy Magyarország Kft has achieved spectacular progress in the distribution of HELL energy drinks in the past three years. HELL has become the market leader in Hungary and Romania and entered 15 export markets in three years, with sales totalling 100 million units in 2008. Seeing the exceptional rate of expansion, owners of the HELL brand have decided to focus on international sponsoring activities to promote further growth. In May 2009, a three year sponsorship agreement was signed with the AT&T Williams Formula 1 team, which will allow the brand logo to appear on the racing car, on pilots’ and crew members’ clothing. HELL has also become the official drink of the team. No other energy drink except the market leader has made such a substantial investment in the Formula 1 Championship, conveying the message of stability to the market. The brand has been treating technical motor sports as a priority in brand communication since the very beginning, with the HELL Racing Team competing in the Hungarian, Romanian and Slovakian championships. Sales in markets with HELL subsidiaries of their own like Hungary and Romania, were up by 70 percent in the first four months of 2009 and the brand is to enter the Spanish, Italian, German and UK markets in the near future.