Although large scale national surveys provide extensive data about the nature and frequency of alcohol use among American college students, survey research on alcohol does not provide detailed information on the context of college alcohol consumption that may contribute to drinking-related negative consequences. This research sought to gather specific information on the contexts in which alcohol use occurs among college students through a series of focus groups. Participants described specific incidents of heavy drinking, alcohol consumption patterns, drinking locations and environments, co-drinkers, and associated consequences experienced from drinking. Results indicated that participants often experienced negative consequences from alcohol use if they consumed shots of hard liquor or if they participated in drinking games and/or "pre-gamed." In addition, negative consequences were more common during specific events/special occasions. An implication of these findings is the possibility of reducing negative alcohol-related consequences by tailoring health promotion/harm reduction efforts specifically toward excessive drinking of hard liquor and excessive "pre-gaming."