Icing is a
drinking game
Drinking games are games which involve the consumption of alcoholic beverages and often enduring the subsequent intoxication resulting from them. Evidence of the existence of drinking games dates back to antiquity. Drinking games have been banned ...
and
Internet meme
An Internet meme, commonly known simply as a meme ( ), is an idea, behavior, style, or image that is spread via the Internet, often through social media platforms. What is considered a meme may vary across different communities on the Internet ...
that gained prominence in 2010 in which one person conceals a bottle of
Smirnoff Ice
Smirnoff (; ) is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–1898). It is distributed in 130 countries. Smirnoff prod ...
in a place in which another person will find it. Once found, they are immediately required to kneel and drink. If handing the bottle to the person, they must willingly touch the bottle, otherwise the individual attempting to ice must get on one knee and drink. Participants are encouraged to come up with elaborate ways to present the Smirnoff Ice to their targets by hiding bottles or cans in inconspicuous locations, or in situations where drinking it would be dangerous or embarrassing (e.g. before they attend a meeting).
Gameplay
A player hides a bottle for another person to come across. When the iced person sees the bottle, they must chug the entire Ice. Other players who see the icer hide the Ice are exempt from drinking the ice. If the first person to touch the ice (the 'iced') fails to drink the whole bottle, the iced person cannot ice someone else.
An Ice block occurs when the iced is already carrying a bottle/can of Ice on their person, or is in reach of one without taking a step. If this happens, the icer (challenger) must drop and chug both Ices, the original presented Ice and the new blocking Ice.
Popularity
Icing, which was described by ''The New York Times'' in June 2010 as "the nation's biggest viral drinking game",
grew in popularity shortly after the appearance of the website BrosIcingBros.com in May 2010.
There has been some doubt
[ or a marketing stunt by Smirnoff, which the company has denied.][ Advertising executive Dick Martin said "Beyond the implicit slur on the beverage's taste, I doubt any alcoholic beverage company would want to be associated with a drinking game that stretches the boundaries of good taste and common sense like this one does".][ The viral spread of the game has seen a boost in sales for the company.][ Smirnoff insists that the game is "consumer-generated" and has reminded the public to drink responsibly,][ and ]Diageo
Diageo plc () is a Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It was the world's largest distiller before being overtaken by Kweich ...
, the product's maker, stated "that 'icing' does not comply with our marketing code, and was not created or promoted by Diageo, Smirnoff Ice, or anyone associated with Diageo."
In the UK the trend has been criticised by some due to the low alcohol content of Smirnoff Ice. The media outlet Lad Bible described the trend as "''Neither exciting (nor) impressive to those accustomed to Britain's drinking culture''" and other readers described the beverage as a "children's drink".
See also
* List of drinking games
This is a list of drinking games. Drinking games involve the consumption of alcoholic beverages. Evidence of the existence of drinking games dates back to antiquity. They have been banned at some institutions, particularly colleges and univer ...
References
{{Drinking games
Drinking games
Viral marketing
2010s fads and trends