Hype’s founder Bertrand Gachot is confident that his energy drinks brand will be in operation well into the next century.
He told Caterer Middle East at Gulfood 2016: “What happened with energy drinks is the same thing that happened with colas at the turn of the century. There were around 400 to 500 cola brands at one point, eventually everything stabilised and only a few brands survived as the industry matured.”
“It’s going to be the same for energy drinks, and I am convinced that Hype will be there in 100 years,” he added.
Gachot revealed he has no financial backing but believes in the sales volumes Hype will generate. “We have no financing, we finance ourselves. We have been running this business for the last 16 years, and we have been quite solid. We only borrow for real estate, and never ever borrow to grow the brand.”
Gachot defended the energy drink segment from the market sentiment that has developed around it. “When I started Hype, I swore to make products which will not harm one's health. I will not sell a product that I will not give to my kids, I have a moral responsibility. My kids drink Hype, and I believe that it is better than most soft drinks available today.”
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He added: “The misconception is that these drinks only give you energy through caffeine. Energy drinks contain less caffeine than that present in a cola or a cup of filter coffee. In reality, energy drinks are a combination of active ingredients and vitamins that help you perform at your best.”
The Frenchman enjoyed a four year stint as an F1 driver, split across two stints and said his love for energy drinks began then. “I would always have energy drinks, and back then Red Bull became the first energy drink company to sponsor an F1 team. After all, they were able to create a new market segment. I respect them immensely, but we aim to be recognized as the best energy drink in the world.”
Marketing and visibility is important in the energy drink market segment, and Gachot has turned to his former trade to get his message out. “Hype sponsors the Force India Formula 1 team, which is very interesting because I used to race for the same team back in 1991.”
The team was then called the Jordan Grand Prix team, which exchanged hands a few time before Indian businessman Vijay Mallaya bought the majority stake of its operations.
Gachot believes Hype offers a different element with the number of flavours and ingredients they make use of: “Our products are a work in progress, I believe in latest technology and innovating on different flavours.”
“We don’t use artificial colouring or preservatives in our products," he concluded.
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