Hell Energy Drink decides to fight for the Brazilian energy market

The Hungarian brand of energetic Hell Energy Drink has ambitious plans for the Brazilian market: be among the three largest segment until 2015. To this end, the company which has just come to Brazil invests in large growth potential of the beverage in the country, where consumption increased by around 380% over the past five years, according to data from Euromonitor. And yet, is far from the main energy-consuming markets.
According to the company itself, while the per capita consumption in Brazil is two cans per year, this index reaches 20 annual units in the United States and Hungary. It is based on statistics that the Hell expects to sell 12 million 250 ml cans already in this first year of operation in the country and jump to 50 million units sold in 2014. Initiated in November last year, the distribution of the products is in 12 Brazilian States.
"Despite the short time, the acceptance of our product on the market is being very good. And we act only with Tin as the culture in Brazil that packing is very strong, "said Tibor Sotkovszki, CEO of Hell Energy Brazil.
To earn the market expected, the company points to three points to differentiate themselves from the competition: the more affordable price which will be around $ 3.70 on the shelves of supermarkets; the impact of packaging in retail outlets, whose black and red colors to draw the attention of consumers; and be a healthier drink, which uses natural sugar in its formula and has no preservatives.
Entry into the Brazilian market is just the first step of the strategy of the company to act in other countries of the American continent. The volume of sale intended for next year, 50 million cans, as would the company consider construction of factory in the country. "If we reach a volume that justifies a unit we will build. The Brazil is a strategic market because here we can go to other countries in America, "he says.
Today, the company operates in 30 countries which receive the products from its factory in Hungary, whose production is of 300 million cans of the drink. According to Sotkoviszki, despite the brand being there are only six years on the market, it is already a leader in two European countries: in the host country, Hungary, and Slovakia. "In 2006, Red Bull had 60% of the Hungarian market and today has only 3%, while we already have 25%. So much so that they are closing the Office in Budapest ", says the CEO of the company, about the rival Austrian origin.
From night to day
Spreading of brand in the country, the company will explore the energy consumption throughout the day by the people.
The idea is to include the drink as a stimulant in the midst of the activities, as well as with the coffee. Despite being sold in nightclubs, the company wants to disassociate the energy consumption with alcohol, a habit common among Brazilians.
In the media, the Hell Energy Drink will invest in this first step in actions in points of sale and in television programmes. However, the company already negotiates sponsorships in action sports. Despite the interest in combining marks the modalities such as skateboarding, surfing and kite surfing, the company wants to keep its strong performance next to motor racing and already negotiates initiatives with the kart and the Stock Car in the country.