This study adopted a discursive approach to explore how not drinking alcohol (non-drinking) is construed in relation to masculine identity among 12 undergraduate interviewees. Three prominent discourses were revealed. First, non-drinking was constructed as something strange requiring explanation. Second, contradictory discourses constructed non-drinking as, simultaneously, unsociable yet reflective of greater sociability. Third, non-drinking was constructed as something which has greater negative social consequences for men than for women. Opportunities for challenging traditional gender role expectations are considered.