To celebrate the success of the Red Bull racing team at Formula 1 Championship, the producer of energy drink unveiled a new 473ml Champions Edition can featuring the portraits of two champion drivers of Red Bull team, Sebastian Vettel and Mark Webber. By displaying the portraits of the racing drivers on the limited edition cans, Red Bull plans to boost the sales of the drinks especially by targeting F1 fans.

Image courtesy: www.talkingretail.com

Red Bull Champion’s Edition will be available at the biggest retailers across UK starting next week. It’s the first time in the history of Red Bull’s presence on UK market that the energy drink producer decided to update the package design of its product. At the moment, Red Bull 473ml can is one of the most popular items within the Red Bull product range, which a lot of retailers use as a chance to boost their profits. So, hopefully, the updated version of the package design will help them see even higher profits.

“We expect to add incremental value to the category whilst exciting consumers by building on the increased awareness and success of the F1 victory, across our fastest growing SKU. We’d advise retailers to stock up and ensure they have good visibility in-store to capitalise on the opportunity,” said Gavin Lissimore, Strategy & Planning Manager with Red Bull.