Jargon Watch: Icing

CNet had an interesting article on how the US version of Smirnoff Ice had become part of university fraternity house culture in the US. In a move that would have made the Portman Group cringe, fraternity members have a drinking game. According to The Awl the rules are straightforward:

…hand a Smirnoff Ice (the warmer/more disgusting the flavor, the better) to a friend (your “bro”), and he must get down on one knee and chug the malt beverage, regardless of location and situational appropriateness. HOWEVER. If said friend happens to have a Smirnoff Ice on his person, then the bro who initiated the battle has to chug BOTH Ices.

This is known as an Ice Block.

This has to be documented and posted online naturally and a whole eco-system of websites like Bros Icing Bros and You Got Iced!.

Smirnoff must be hoping that such a cultural phenomena doesn’t take off in the UK, where the drinks are vodka rather than malt-based and the reputational impact would be huge.