Take deep breath and hold 10 seconds, exhale. Burp...sorry just had to.
A big tablespoon full of peanut butter works better. Hiccups are caused by a muscle spasm of the diaphragm it is caused by a sodium / potassium imbalance. Peanut butter puts a bolus into the blood stream to balance out the imbalance. Absorbed thru the mucus membranes in the mouth under the tongue and straight to the blood stream.
At least that is my theory anyway. It works every time. Try it for yourself next time.
On a side note, bet your buddy that you can get him drunk on one shot next time you are at the bar. Once the bet and wagers are made, have him hold a about a teaspoon full of his favorite shot under his tongue for about 5 mins, swallow and repeat. By the time he finishes one shot he will be drunk!