The gag, codified as it was on slapdash websites like Bros Icing Bros, was simple: hide a Smirnoff Ice for your bro to find, and he’d have to get down on one knee and chug it. But even at the time, icing's social and commercial impacts were a bit more complicated, and its legacy is a fascinating example of how the early social internet shaped (and scandalized) the beverage alcohol business. Joining Taplines today to discuss icing’s indelible, low-ABV legacy is Brandon Wenerd, the publisher of BroBible dot com, which covered the viral phenomenon in real-time as the Aughts came to a close. Don't forget to like, review, and subscribe! Hosted on Acast. See acast.com/privacy for more information.