JOHANNESBURG, South Africa – A South African man died after he drank an entire bottle of Jagermeister in two minutes during a drinking challenge, police said.

The incident happened at a drinking spot in Mashamba Village in the Waterval area of Limpopo Province over the weekend.

Police spokesman Motlafela Mojapelo said: “The patrons allegedly participated in what they called a ‘drinking competition’ in which the winner – who could consume the entire bottle of Jägermeister within a specified time – would get R200 (about US$12) cash.

“One of them, aged 30, immediately collapsed thereafter and was taken to the local clinic where he was certified dead.”

Footage of the man guzzling the bottle in the deadly drinking competition was posted to Twitter, where it had racked up nearly 20,000 views as of Wednesday afternoon.

In the clip, he was crowded around by other patrons encouraging him to finish the alcohol.