The End Of ‘Icing’?

The icing age may be drawing to a close. BrosIcingBros.com, a Web site closely associated with the popular drinking game that involves chugging warm bottles of Smirnoff Ice malt beverage, abruptly shut down last week. Though Diageo, the parent company of Smirnoff, would not confirm any action against the site, the company hinted at “measures” taken to defend their brand, signaling a departure from its earlier hands-off approach to the game, known as “icing,” amid increased media attention

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