Irish cider Magners has announced it will absorb the 13% hike in cider duty.
Magners launched a press campaign in the Metro this morning announcing its move, following the Chancellor's decision to hike duty on cider 10% above inflation from midnight on Sunday.
The Chancellor said this was to address the "anomaly" in the tax system in regard to cider. Magners is also using social networking site Facebook and micro-blogging site Twitter to communicate the message.
The new ad reads: "Same again Darling. We're covering the cost of the duty increase."
Meanwhile, a petition calling for a reduction in duty on real cider and real ales has been launched on the 10 Downing Street website.