<P> Peter Ubriaco founded the non-profit Gallon Challenge Foundation in 2004, formalizing a local gallon - challenge contest held since 2000 . The organization raised donations during the yearly challenge for food and health - related organizations; after their 2006 challenge in held in New York City, they donated to the Food Allergy Initiative, a non-profit organization that raises awareness and funds for the treatment and cure of food allergies . </P> <P> The act of milk - chugging has also been the centerpiece for a photographer and artists' show in 2005, where he featured an image entitled "Milk Chuggers" and a video called "The Milk Chugger", where he films himself drinking milk until he vomits . In 2009, Jimmy Fallon held a milk - chugging contest on NBC's Late Night with Jimmy Fallon, with guests Hélio Castroneves, Ryan Briscoe and Dario Franchitti . On the broadcast, Fallon wore a rain poncho and drank chocolate milk, while the drivers drank regular milk . Also in 2009, and again in 2010, North Carolina members of the General Assembly, which included Bob Atwater, William Brisson, Andrew Brock, Dewey Hill, Joe Sam Queen and Arthur Williams, competed in a milk - chugging contest, held at North Portico of the Legislative Building in Raleigh, to raise awareness in the dairy industry . Winners of the contest would receive money to donate to a charity of their choice . In 2012, it was a major part of the plot of the Regular Show episode "Guy's Night". </P>

How much milk can you drink at one time