Imagine a global race where the finish line is marked by an astonishing one million beers consumed. Sounds wild, right? But here’s where it gets controversial: is this a celebration of camaraderie or a glorification of excess? Last August, Charlie Cooke, a 31-year-old from London, and his friends posed this very question. What started as a casual ponder turned into a phenomenon when Cooke created a WhatsApp group called “One Million Beers Please” (OMBP). By the time he left the cinema, the group had exploded, with hundreds joining the quest. Fast forward to today, and OMBP has collectively downed over 105,000 beers—and counting.
And this is the part most people miss: it’s not just about the beer. Cooke’s group has evolved into a global community, with members from Papua New Guinea to Texas sharing photos of their brews in the most unexpected settings. A fisherman holding a catch in one hand and a beer in the other? Check. A new dad clinking a pint next to his newborn in the delivery room? Double check. Even a Texan pouring the 100,000th beer over his head. It’s a bizarre yet unifying spectacle.
But OMBP isn’t alone. Rival groups have emerged, each with their own twist on the challenge. A Scottish group at 20,000 beers is planning an Oktoberfest trip, while a Spanish-heavy group has surpassed 48,000. Even Bahamas-based Americans are racing to hit 40,000 by New Year’s Eve. The rules are simple: post a photo of your beer, number it, and communicate only through emojis. Admins keep order, deleting misnumbered posts and culling inactive members to make room for more dedicated drinkers.
Here’s the kicker: WhatsApp limits groups to 1,024 members, but the constant flux of participants keeps things dynamic. Cooke, who insists his group is the original, believes it’s more about the community than the drinking. “People like the community more than they like drinking a lot,” he says. Monthly prizes reward engagement—think funny photos or active emoji use—rather than sheer volume. Cooke even calls the group chat more “authentic” than social media, free from the vitriol that often divides people online.
But not everyone agrees. A rival London-based group, 1MB (1 Million Beers), claims a faster drinking rate—303 beers per day compared to OMBP’s 213. They’re all about efficiency, using data analysis to track progress and cull inactive members. Their spreadsheet is a marvel, recording everything from daily performance to projected finish dates (May 11, 2033). Their top drinker, Henry, has posted 587 beers since August—an average of 4.1 per day.
But here’s the real question: Is this a harmless global bonding experience or a risky normalization of excessive drinking? Toby Trumper, a 1MB admin, admits their focus is on maximizing participation. “If we can get more unique posts, it’ll completely change our growth rate,” he says. Meanwhile, the pub industry is cheering from the sidelines, grateful for the foot traffic as Gen Z drinks less than previous generations.
Emma McClarkin, CEO of the British Beer and Pub Association, applauds the trend, saying it shows the enduring love for a pint and the local pub. But as Dry January looms, even the admins expect a slowdown. So, what do you think? Is this a brilliant way to connect or a slippery slope? Let’s debate in the comments—and maybe grab a beer while we’re at it.
