In a first for the UK, Red Bull is bringing race-track excitement to its packaging with a new design featuring Red Bull Racing and F1 title challenger Sebastian Vettel. The special-edition multipacks available until July hit the shelves this month in a strategy expected to deliver £1.6m in incremental sales to the sports and energy category. The new design features across four-packs, eight-packs and cash and carry price-marked 24-packs for both Red Bull Energy and Red Bull Sugarfree. As the owner of two F1 teams, Red Bull is the most-seen brand in the sport with a 14.1% share of TV time. Tom Smith, Red Bull trade communications manager, said: "We advise retailers to stock up." 0207 434 0100