We live in a society were drinking is pushed as the ultimate way to relax, unwind, and have fun. From adverts, products, banter between friends, to memes you can’t turn around for someone telling you how much fun you could be having if only you had an alcoholic beverage in hand. If you’ve heard it once, you’ve heard it a thousand times, you’re out with friends and want to leave early and you get a chorus of “Pussy!” or “Old man!”, insults and cajoling to try and get you to stay, keep drinking, and get crosseyed drunk. This is most prevalent amongst men, where your ability to drink and the amount you can consume somehow equate to how much of a man you are. Strength, virility, and masculinity all wrapped up in how many beers and shots you can drink in an hour.