First launched in 1994 by Hard Rock Cafe founders,[1] the company has been headed since May 2000 by former Formula One racing driver, Bertrand Gachot;[2] Hype Energy Drinks was an official sponsor of Formula One racing team Force India between 2015 and 2018.

Hype Energy was first developed in 1993 by Ashley Roy, Nigel Spiro,[4][5] and Andrew Barshall[6] and backed by Hard Rock Cafe founder, Barry Cox.

In 1997, former racing driver Bertrand Gachot signed a distribution agreement with Hype Energy in order to introduce the product to France.

Gachot was one of a handful of distributors who remained committed to the brand in 1998, he approached the Swiss licensor to buy the company holding the Hype Energy trademarks.

The brand is now present in more than 40 countries across the globe from the US, Canada, Honduras and Panama to Africa and the Middle East.