Punishment for failing to answer a feat of strength when challenged by another man (generally at a bachelor party or other like event).
The
coward is required to take three
bull-
rider shots in a row (the cotillion).
Peter challenged Ross to an arm
wrestling contest and Ross was scared he would lose so he rejected the challenge.
Ross is thus a
coward and is required to complete the
coward's cotillion as restitution for his cowardice.