With over 20 years in product innovation and global brand development, Tomas Grosch has been pivotal in transforming HELL ENERGY DRINK company from a startup into one of the leading energy drink brands in the world, now available in over 60 countries. The company operates one of the world’s largest state-of-the-art megafactories, producing up to 6 billion beverage cans annually.
He contributed to expanding the portfolio with HELL Ice Coffee, HELL Focus, and the launch of FloeWater, one of the purest waters globally. His forward-thinking approach led to HELL AI, the world’s first energy drink developed — and even tasted — by artificial intelligence, offering a glimpse into the future of beverage innovation.
Strategic initiatives like partnering with the Williams Formula 1 team and collaborations with superstars such as Bruce Willis, Eva Mendes, Megan Fox, and Michele Morrone have elevated the brand’s international presence. Grosch continues to drive the beverage industry forward, blending tradition with innovation and a commitment to excellence.
For years, there has been speculation about how artificial intelligence (AI) could transform the way we live and innovate. Today, those speculations have become reality. HELL Energy has pioneered the launch of a truly tangible product fully developed under AI guidance—the new energy drink, HELL AI, which can be touched, felt, and even consumed. AI not only independently developed the complete recipe for HELL AI, but it also optimized the blend and even simulated “tasting” different variations to select the best option. As the world’s first AI-designed beverage, HELL AI is now available in the European market, becoming an integral part of consumers' daily lives.
As a leading energy drink brand available in over 60 countries, HELL Energy operates one of the most advanced smart factories, with an annual production capacity of 6 billion cans. By integrating AI technology, the company is driving innovation within the industry. But how does AI “taste”? And how does it predict consumer flavor preferences? Through the design of a complex algorithm, HELL Energy enables AI to precisely interpret global consumption trends, scientifically blend vitamins and functional ingredients, and craft flavor profiles that not only meet but exceed consumer expectations, redefining the boundaries of innovation within the beverage industry.