He isn't the only person that does it, there are more crazy people like him in this world. There are a whole lot of people doing this sort of thing on YouTube.We are just assuming it is Jack Daniels. It could be tea in that bottle for all we know. I mean I know he made a big production of opening the seal, but he could have reseled the bottle. I mean..he may have a high tolerance...but I hope a bunch of teenagers aren't watching it thinking it is a cool thing to do, and die trying!