Shortly after winning the beer drinking prize at a festival in Spain's Murcia region on Wednesday, Joaquin Alcaraz Gracia began to vomit.
According to news portal 'The Local', Garcia was fine before "he started to vomit without stopping and he never spoke again."
By the time emergency officials turned up, he was in cardiac arrest.
"When he arrived in the emergency unit, his vitals signs were very weak," said workers at the local hospital he was taken to.
Mayor Jose Manuel Gracia told 'Hoy' newspaper the cause of the beer drinking king's death was not yet clear.
The official also defended the town's beer festival saying it had a long tradition, the report said.