This is the moment a man downed a whole bottle of Jagermeister in just two minutes in a bid to win less than €12 before dying.
The man, who has not been named, drank the entire bottle of the 35% ABV spirit before collapsing in South Africa.
He took part in the challenge to see who could drink a bottle the fastest after stopping off at a liquor store in Mashamba village, Limpopo, Mirror.co.uk reports.
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The man, believed to be aged between 25 and 30, was competing for a R200 cash prize - which is worth around €11.72.
An inquest was launched into his death following the tragedy.
Footage shows the man downing the drink without stopping as others around him clap and cheer during the dangerous drinking competition.
The video, which has gone viral, then shows him finishing when he swayed side to side propped up by a friend.
He polished off the entire bottle without a single break in under two minutes and then passed out from the binge drinking.
Emergency services were soon called and he was rushed to hospital where he passed away.
Limpopo Police confirmed the inquest had been opened in Waterval outside Louis Trichardt following an incident of "apparent misuse of alcohol" at the local liquor shop.
A spokesperson added: "The winner who could consume the entire bottle of Jaegermeister within a specified time, would get R200 cash.
"One of them immediately collapsed thereafter and was taken to the local clinic where he was certified dead."
Drink Aware charity has urged of the dangers of binge drinking warning that people can only process roughly one unit of alcohol per hour or even less for some people.
"By drinking a lot quickly, the amount of alcohol in your bloodstream can stop your body from working properly," a spokesperson said.
"This puts you at greater risk of accidents, alcohol poisoning and other short- and long-term health issues."
Alcohol remains the primary substance of abuse in South Africa according to research from the International Society of Substance Use Professionals.
The per capita consumption of alcohol in South Africa is 11 litres, the most in Africa.
Between 7.5% and 31.5% of South Africans have an alcohol problem or are at risk of developing one, figures show from 2006 to 2011.
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