Hungarian brand stirs up contention in energetic and plans factory in the country

Eyeing a segment which grew 26.1 percent in 2012, according to Nielsen, the Hungarian brand Hell wants to reach 50 million cans sold each year in the country in two or three years. Reached this volume, plans to build a factory in São Paulo. The brand has ambitious plans for the Brazilian energy market, where landed in November.
For consumers, the company stipulates a price between R $ 3.69 and $ 4.50 for its red–black Tin of 250 ml in supermarkets. In Sao Paulo, the product is already on the shelves of Marche St, and network distribution at major retailers is being negotiated. A Red Bull-market-leader of same size goes for $ 6,48 at Sugarloaf.
The ambition of the Hell Energy Brazil, according to its CEO, Tibor Sotkovszki, is rethinking the habits of energy consumption in the country, very tied to ballads. To do this, you want to insert the drink on the menu of breakfast and make it option to coffee and soft drinks. Place it in bakeries and coffee shops is part of the strategy.
In Brazil, Sotkovszki States that it is expected to be among the three largest competitors by up to three years. For both, the dispute with rivals is expected to be fierce. According to Abir (Brazilian Association of soft drinks and non-alcoholic beverages), there are 130 retail brands, produced by 63 manufacturers.
In Central Europe (Hungary, Poland, Ukraine, Slovenia, Serbia, Romania, Albania and Bulgaria), the Hell leads industry sales, says Sotkovszki. Founded in 2006, the Group operates in 30 countries; the Brazil is the first in South America. The expansion to neighboring Nations should be from the construction of the factory.