I’ve never seen it myself, but my wife spent most of her childhood/teenage years in Shetland, and apparently up there, back then, Smirnoff ice was the drink of choice for hard working middle aged men. We’re talking about a bunch of islands where the main employment is offshore fishing and the oil & gas industry, and where they’re very proud of their Viking heritage. (Image search Jarl squad to see what I mean, those guys who are picked for the squad will grow their beards all year to look the part)