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.[1] Within three years of its establishment, it became the market leader in Hungary.[2] 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[3][4] and is available in more than 50 countries worldwide.[5]