THE INTERNET — The latest online video craze has arrived in the form of chugging beer off a woman’s breasts. It was only a matter of time.

The challenge has been circulating across social media, with most early videos taking place on beaches with girls in bikinis. The requirements to pull off the challenge are minimal: a willing participant to offer up their breasts as a beer-vessel, someone to pour, someone to chug, and someone to record the act.

Boobluge isn’t just for men, either. Women are also getting in on the beer-guzzling action, all the videos appear to be in good taste. While most of the social media reaction to boobluge has been positive, some are crying foul over the loss of beer as a result of the messy process. Twitter user @saraaasibley noted: “The whole boobluge is such a waste of beer lol.”

This boobluge craze will probably stretch across the summer, coming off the heels of the now-famous running man challenge. While it doesn’t have a cause attached to it, it’s already quickly reaching popularity levels rivaling 2014’s ALS ice bucket challenge.