Red Bull is spending more than £2m to drive customer awareness this Christmas. Activity will include TV and cinema advertising.

Red Bull says its sales increased by 13% last Christmas.

Caroline Jacomb, Red Bull trade marketing channel manager, says: "Christmas provides the ideal opportunity for retailers to maximise their sales as the hectic festive season kicks in and consumers make long journeys to visit relatives, face the crowds on the high street and still want to make it to those parties on top form.

"Sales of both single cans and multipacks will be soaring so it’s important that retailers don’t miss out and have high availability and visibility in store. As well as the main fixture or fridge, retailers should have a secondary unit siting next to spirits or at the till point to take advantage of associated and impulse purchases."

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