The 'beer mile' requires competitors to drink a can of beer for every lap around the track.

Participants must hold out a full stein of beer—weighing at least 3 pounds—for as long as possible without spilling any or bending their arm. Seems simple enough ... at first.

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

When the Olympics first came to the US, the race was still a fringe event with few established rules. That led to an absurd comedy, with competitors ingesting poison, hitchhiking 11 miles of the course, and occasionally sipping brandy.

Americans, in 2020, drank on average almost twenty-six gallons of beer per adult aged twenty-one or over, over the course of the pandemic.

Wondering how the different Oktoberfest beers stack up? This article dives into the six official beers you’ll find at the festival. Each one has a write-up that includes a bit of history, tasting notes, and thoughts on where and when you might enjoy drinking it.

The marathon has become a part of popular culture, with races in nearly every major city. The largest is the New York City Marathon, which started in 1970. Over 55,000 runners participated in the 2024 race. Its popularity doesn’t appear to be slowing, with younger generations increasingly lacing up their shoes for the race of a lifetime.

It's all fun until someone gets hurt. Here's an explainer on why Guinness, the world's official purveyor of superlative records, won't officiate certain events.

The event is a catchall for any event longer than a marathon, with some races hundreds of miles long. Despite the inherent risks, including death, the sport has exploded in recent years.

The ancient Olympics started with just one footrace, a roughly 3-mile jaunt dubbed the "dolichos." Over the centuries, it blossomed into multiple running events, field events, combat sports, and equestrian events—all performed in the nude. This list showcases eight more lesser-known facts about the ancient Games.

They also burn between 5-10 pounds of water weight, often feel more focused and elated (thanks to increased neurotransmitters), and, oddly enough, temporarily grow about a half-inch shorter due to back muscles tensing.

Between 2011 and 2021, AB InBev and MolsonCoors (two of the leading beer parent companies in the US) experienced a combined 17% drop in US market share. Budweiser parent company AB InBev has focused on premiumization and diversifying their product offerings in recent years to combat the losses.

With 6.7 million visitors and 1.8 million gallons of beer consumed, 2024's Oktoberfest was large, but smaller than 2023's, which had 7.2 million visitors, making it the most-attended Oktoberfest ever. It was also not the Oktoberfest that consumed the most beer—that would be 2011, with nearly 8 million liters, or roughly three Olympic swimming pools’ worth.

Two men broke the two-hour mark at the 2026 London Marathon, a feat previously unofficially achieved only by Eliud Kipchoge, thanks to a number of aides not permitted in an official race. Both men who broke the two-hour barrier in London wore the same shoe, the Adizero Adios Pro Evo 3, a new model that weighs just over three ounces.

The feat was once considered impossible, but one of the world's greatest marathoners got to work (with the help of a team of scientists and some of the world's most elite distance runners) to break that boundary in Vienna in 2019. The final stretch of the run is an emotional moment for Kipchoge, who doesn't even appear to be winded.

Starting in the early 1980s, breweries including Anheuser-Busch, Miller, and Coors created Hispanic marketing departments and sponsored Cinco de Mayo events. By 2003, American beer companies spent over $5M annually on Cinco de Mayo advertising.

In the early 1950s, Hugh Beaver, Managing Director for Guinness Brewing, pitched a definitive record book as a way to resolve drunken arguments in pubs. In turn, the books would promote Guinness at the local watering hole.

Kenya's Sabastian Sawe won the 2026 London Marathon with a time of 1:59:30. In the same race, Ethiopia's Yomif Kejelcha ran 1:59:41. The two men were the first (and, to date, the only) runners to officially break the two-hour mark.

The short documentary follows Travis Rupp, a University of Colorado classics professor who also works with Avery Brewing to produce Ancient Egyptian, Roman, and Peruvian beer.

What did the people of yesterday make of beer, and how exactly did they make it? Explore the timeless beverage in this guide to ancient beers from around the world. Archaeological evidence suggests the rise of beer brewing may have coincided with humanity's shift from hunters to farmers. According to this article, beer was first enjoyed in ancient Mesopotamia, where paintings, poems, and myths glorified the porridge-like brew.

This history of beer's evolution during the Middle Ages unpacks how the brewing process, which killed harmful bacteria, made beer a safe alternative to water. That fact, along with the Catholic church condoning (and, in some cases, producing) the beverage, helped it evolve into a major commodity.

On this day 209 years ago, a 15-foot-high wave of beer roared through the streets of an impoverished London neighborhood, killing eight people. Read this beer historian's account of the tragedy to learn more. The beer had burst from the nearby...

Archaeologists have managed to brew beer from yeast found inside jugs abandoned thousands of years ago. This article explores why scientists are recreating these ancient beverages and what they hope to learn. People have been drinking beer for...

In the run-up to the 2016 United States Presidential Election, Budweiser changed its name as part of a marketing campaign that ran from the end of May through the November election itself.

Why was the covered beer stein invented, and what led to the creation of the Vienna Lager beer style? Find out in this article about a 173-page comic book outlining the history of beer. According to creator Mike Smith, the history of beer is a...

With 17 big tents and 21 small ones, each with a unique personality, there’s one to suit every type of Oktoberfest visitor. The oldest, Augustiner Festhalle, has been a part of the festival since 1898 and can hold 8,500 people.

Beginning in the early 1980s, breweries positioned Cinco de Mayo as a "Mexican St. Patrick's Day," sponsoring events and targeting Latino consumers. Anheuser-Busch and Miller created Hispanic marketing departments, while Coors spent over $60 million marketing to Latino consumers.

Yes, it was the beer company that started it. In 1955, the very first edition of the Guinness Book of World Records debuted as a marketing campaign for the famous Irish beer brand. Get all the details on the origins here.

In 2019, Kenya's Kipchoge ran 1:59:40.2, though it was part of an exhibition that included numerous aids—including elite runners cutting his wind and a laser marking the necessary pace—not permitted in officially sanctioned events. As such, it is not eligible for the world record.

Ultrarunning, generally defined as races 50k and longer, has exploded in the past few decades. In 2000, there were 89 official races; in 2023, there were nearly 760. That's a 753% increase.

Over the past few decades, as craft beer from smaller breweries has become more popular (as well as seltzers, light beers, and other alternatives), Budweiser’s market share has declined.

From Eberhard Anheuser’s purchase of the Bavarian Brewery in 1860 to the Anheuser-Busch and InBev merger that created what became the world’s largest brewer, this historical timeline highlights the most significant moments in Budweiser’s more than 150-year story.

When Prohibition made alcohol illegal in 1920, it didn’t stop Americans from making and consuming it. The law drove the practice underground. Runners risked their lives to deliver moonshine and began racing among themselves.

People wanting to sail around the world in modern times can sign up for the Golden Globe Race, a decades-old, organized sprint to circumnavigate the world by ship. This long-form article follows one woman's journey as she attempted to complete the...

Arguably sparked by Miller Lite's successful 1975 launch, Anheuser-Busch rolled out Bud Light in 1982. The brand faced controversy in 2023 after a sponsorship deal with transgender influencer Dylan Mulvaney, sparking a Bud Light boycott.

In early 2024, an unexpected meme emerged on Instagram and TikTok: "splitting the G," where Guinness drinkers would attempt to take a first sip big enough to leave the remaining beer perfectly aligned with the middle of the "G" on a Guinness pint glass. This Vinepair article explores where the trend came from and how it took off.