It has been going on for over 30 years.. & they are reporting it on HDNet
http://www.hd.net/artmann.html
If you have HD Net.. look it up.
Run, Paddle, and Vomit - An annual competition where athletes must chug a six-pack of beer and then attempt to hold it down after completing rigorous activities.
Activities include Run a mile, then paddle a mile, then chug a six pack.. whoever holds it down wins.!