Premium packaged spirits producer Soccer Ice is refusing to let the Chancellor's tax hike wreck its sales plans ahead of the World Cup and has announced it will absorb the increase. It has created the Soccer Ice brand specifically to make the most of the football tournament. Marketing director Chris Petitjean said the £2.65 increase will be absorbed throughout May and the company is sending out a mailshot to the trade highlighting the fact. The wholesale price of a case of 24 275ml bottles will be held at £15.83, with single bottles expected to retail at 99p. He said: "The timing of this is atrocious." {{DRINKS }}