Chugging King Cobra 40's in college with my roommates and a bunch of other friends. About once a week junior and senior year we would have a Cobra chugging contest. We had scoreboards tracking all the fastest chugs and the current champions. The top scores were written on the wall of one of our apartments, surrounded by all the labels from all the 40's drank at that location. My best time was about 3 min 30 seconds. The fastest was someone else, with 61 seconds. We had a lot of rules about the specific strategies and methods that you were allowed to use in your chug. It was very competitive and a lot of fun, and fairly cheap considering that Cobra 40's were a little over $2 and would cover you for a good amount of the night when you chugged them like that.