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.
What if artificial intelligence didn’t just create a drink - but actually tasted it and chose the winning flavor?
Not virtually. Not theoretically. In real life.
Why? To enhance its predictive power and select the formula most likely to win over consumers.
This is no concept or futuristic prototype - HELL AI is a fully developed product, already available across Europe. Created by HELL Energy, a leading energy drink brand present in over 60 countries, this breakthrough pushes the boundaries of what’s possible when AI meets real-world manufacturing.
With one of the world’s largest and most advanced smart factories (6 billion cans produced annually), the company used AI not only to analyze global taste trends and functional ingredients - but also to take the final, most critical step: After generating multiple formulas, the AI selected its favorite by physically tasting the real drinks, created in a laboratory based on its own recipes — and judging the taste to determine which flavor would win with consumers.
Yes - the AI tasted the actual beverages it created.
So how did it work? How can AI taste a drink? How was that even possible?
Join us at FBIF Shanghai to discover how the impossible became reality — and how this breakthrough is transforming the future of food and beverage innovation.