David Beckham's Range Rover is being used to drive new brand Soccer Ice into the competitive premium packaged spirits market. The footballer's former car is the top prize in a consumer competition designed to attract the attention of 18- to 30-year-old football fans. The initiative is being supported by national press advertising, direct marketing and merchandising. The brand has been created to make the most of the football mania set to sweep the country ahead of the World Cup in June. The competition will be highlighted on the bottle labels throughout the tournament. Marketing director Chris Petitjean said: "This has caught the imagination of the buyers and, as a creative company, we can react faster than most to support our customers. We are devising a number of tailormade initiatives to support various retail groups which will be launched in the next few weeks." {{DRINKS }}