Milk chugging

Filmed in Portland, Oregon in 2000, contestants were to consume one gallon of milk in an hour in a variety of flavors, which resulted in each participant vomiting.

The fact that it is often presented as being "impossible",[4] as well as media coverage of the challenge,[4] may have led to the appeal among high school and college students,[6][7] as well as celebrities.

[15] In 2008, several members of a fraternity at Arizona State University participating in a "milk-chug" were arrested for causing a car accident after vomiting into traffic below the bridge they were competing on.

[16] Peter Ubriaco founded the non-profit Gallon Challenge Foundation in 2004, formalizing a local gallon-challenge contest held since 2000.

Also in 2009,[19] and again in 2010, North Carolina members of the General Assembly, which included Bob Atwater, William Brisson, Andrew Brock, Dewey Hill, Joe Sam Queen and Arthur Williams,[20] competed in a milk-chugging contest, held at North Portico of the Legislative Building in Raleigh,[19] to raise awareness in the dairy industry.