OK, Russia -- maybe it's time you learn to pace yourself.

A man in the country died after he competed in a contest run by a supermarket that was designed to find which person could drink the most vodka. Yeah, what could possibly go wrong with this, right?

Five contestants wound up in the intensive care unit, with one passing away. A total of 40 men took part and while Russians are synonymous with vodka there's a limit to how much the human body can endure, no matter what your nationality may be.

The participants were allowed to eat salami and bread during the contest, but when you're downing vodka like it's water in the desert no amount of Oscar Mayer is going to stop your liver from turning into the stockroom of a speakeasy.

Britain's Mirror says the supermarket is in some trouble, noting, "Police are believed to have started a criminal case against the shop for causing death by negligence as well as violating an advertising law which prohibits any action that stimulates the consumption of alcoholic beverages."

Oh, and in case you're wondering, the men were battling drinking it out for the grand prize -- 10 bottles of vodka. Because there's nothing you want more after treating your digestive system like it's prom night than vodka.