An analysis of drinking customs and attitudes is based on a two year survey of 27 representative colleges, and on the assembled evidence of questionnaires and discussions. The point of view about drinking- from the more historical past to the confused present; the pleasures and pains associated with it; popular reaction to college drinking, and the parental patterns behind it; who drinks (74% of college students- and the religious, social and economic determinants); why they drink, what they drink (the boys prefer beer but it's spirits for their dates); how much they drink- and the quantity and frequency of intoxication; what students think about drinking, and the behavior (sexual and otherwise) it stimulates; etc. etc. The facts here indicate that drinking in the colleges is no more excessive or pervasive than elsewhere, but the colleges should provide a proper program of information and understanding of the subject. This will certainly help. The market will be among educators, and the more concerned parents; the general public will probably abstain.