Fellow Virgin Radio DJ Christian O'Connell challenged the singer over which of them could down the most pints of Guinness in one weekend.
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Roller flop: Virgin DJ Christian O' Connell dumped Madness star Suggs Rolls Royce in a swimming pool after losing a drinking bet
Suggs was so certain of winning that he put his prized Roller up for a bet.
But O'Connell won - and added insult to injury by dumping the car in a pool at the V Festival site in Chelmsford, Essex.
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Loser: Christian bet star Suggs he could drink more Guiness than the Madness star
Rock'n'roll legend has it that The Who's Keith Moon drove a Rolls-Royce into a pool during his 21st birthday celebrations.
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