This Sunday, March 25, the fifth season of Mad Men begins. What can we guarantee about the experience? Not much in terms of plot developments; however, you can be sure that something terrible will befall a character and that that character will then drink because of it. This is certain.

From death to birthday parties, Mad Men regularly presents the viewer with situations that demand a coping mechanism: alcohol. These characters drink, so much in fact that we took it upon ourselves to document all instances of alcohol shown on screen in Matthew Weiner's world—but that's another story. 

For now, just enjoy these 20 Mad Men-inspired reasons to drink.