Hell Energy Drink

Hell Energy Drink (stylized as HELL) is a Hungarian energy drink brand distributed primarily in Europe and Asia. It was established in 2006 by a privately owned company founded in Hungary in 2004, which took the name "Hell Energy Magyarország Kft." in 2009. Within three years of its establishment, it became the market leader in Hungary. The brand gained popularity during a two-year sponsorship deal with the AT&T Williams Formula 1 Team, where Hell Energy became second in the energy drink sector to enter the world of Formula 1 Racing.

Hell Energy is now also a market leader in Bulgaria, Romania, Slovakia, Cyprus, Azerbaijan, North Macedonia, Greece, Croatia, Serbia and Bosnia and Herzegovina and is available in more than 50 countries worldwide. Hell produces the energy drink Speedstar for NORMA supermarkets. Hell Energy has headquarters in Hungary, Romania, the United Kingdom, Russia and also in Cyprus.

On 3 July 2023, HELL ENERGY developed HELL AI, the world’s first energy drink created entirely using artificial intelligence systems. AI tools were applied across multiple stages of development, including product design, formulation, flavour profiling, taste evaluation, predictive modelling, quality and safety processes, and marketing-related elements.

Hell Energy is the builder and owner of Avalon Park, a resort, spa and event center complex in Miskolctapolca, a resort belonging to Miskolc. Avalon won several awards including gold medals in three categories at the World Luxury Hotel Awards. It received the internationally recognized 5-star classification at the International Hotel Awards.