A man has tragically passed away after drinking an entire bottle of Jägermeister for a binge-drinking bet.
As reported by The Independent, the South African man was recorded drinking the entire bottle of the German herbal liqueur - which has an alcohol by volume (ABV) of 35 percent.
The video was reportedly recorded over the weekend and showed a crowd of people cheering and clapping the man after he had consumed the bottle. However, shortly after, the man collapsed.
Police in Waterval, South Africa, say the unidentified man is believed to be aged between 25-30 and have started an inquest into his death. Officials add that the man had been taking part in a binge-drinking competition.
Local news outlet Sowetan Live reports that the man was quickly rushed to a nearby hospital after collapsing, but was shortly pronounced dead.
Brig Motlafela Mojapelo, a spokesperson for the Limpopo police revealed that the "competition" was taking place in a liquor store in Mashamba village, with contestants challenged to see who could drink an entire bottle of Jägermeister in the quickest time for a cash prize of R200 (approximately $12).
Mojapelo reportedly told local media: "One of them immediately collapsed thereafter and was taken to the local clinic, where he was certified dead."
Per The Independent, one person reacted to the now-viral video saying that the man "paid with his life".
Another added: "Worst part of it all... is that, this isn’t funny at all... it was a game that turned out all wrong from all directions."
A 2017 study published in the National Library of Medicine determined that "one in three" people in South Africa reported drinking alcohol, with a further "one in seven reported binge drinking on an average day on which alcohol was consumed."
Per the University of Cape Town, researchers Nicole Vellios and Corné van Walbeek stated in the South African Medical Journal back in 2018: "The alcohol industry argues that it does not encourage harmful use of alcohol. Since a very large proportion of alcohol consumed in South Africa is consumed hazardously‚ with associated detrimental consequences‚ the ... industry’s statements sound hollow‚ since they depend on these drinkers for profits."
In response the alarming levels of alcohol consumption in South Africa, journal editor Bridget Farham wrote that the government needs to be doing more to deter the purchasing of alcohol.
Farham wrote: "If we are going to ban advertising and sponsorship by tobacco companies‚ alcohol should be subject to the same scrutiny.
"The adverts for alcohol on television‚ in cinemas and on billboards‚ like those we used to see for tobacco‚ equate drinking alcohol with financial and social success — ironical in the face of the effect the substance has on many of those who drink it."
Per the Jägermeister website, the company states: "At Jägermeister, we strive to promote the message that alcohol should be consumed responsibly [...] Jägermeister encourages responsible decision-making regarding the consumption of alcohol and discourages abusive consumption.
"We reject any consumption of alcohol that is irresponsible, abusive or excessive," the company adds.
