Alcohol consumption and alcohol consequences among men in college are significant health concerns, making it important to examine how psychosocial and biological variables surrounding masculine gender norms may play a role in alcohol-related behaviors. Men's conformity to certain masculine norms in the United States is a predictor of alcohol use and alcohol-related problems. Sensation seeking, which occurs at higher levels among men, is a personality trait related to increased alcohol consumption and increased risk-taking behavior, which also occurs at high levels among men. Despite theoretical overlap between these personality-based and psychosocial variables, they have not been empirically compared. Based on evidence from peer influences and masculinity, it is possible that individuals that endorse traditional masculine norms may experience peer norms among close friends that promote and encourage dangerous drinking behaviors. Quantitative methods were employed to explore endorsement of traditional masculine norms, personality variables with known relationships with alcohol-related outcomes, peer norms for alcohol use and alcohol-related outcomes. Qualitative methods were utilized to explore the ways in which participants view drinking and drinking behaviors in the context of masculinity and male peers. Results suggested that there are significant relationships between sensation seeking and several subscales of the Conformity to Masculine Norms Inventory (CMNI), most notably risk taking (r = .77). Results of several path analyses suggested that risk taking and sensation seeking predict alcohol consumption and alcohol consequences via descriptive norms for alcohol use. Relevant themes from the qualitative analysis included posturing, no effect, consumption habits, sources of influence, and drinking and responsibility. Quantitative and Qualitative results provided evidence of a relationship between peer norms for alcohol use and masculinity. Quantitative results show relationships between several subscales of the CMNI and injunctive and descriptive norms for alcohol use among close friends. These results also suggest that higher endorsement of risk taking and sensation seeking is related to increased perceptions of peer alcohol use, which in turn predicts alcohol consumption and alcohol problems. Qualitative results also provide evidence of a connection between masculinity and alcohol consumption as well as masculinity and risky behaviors while drinking. The qualitative results also provide evidence of context-specific behaviors and specific mechanisms through which masculine norms and peer influences impact alcohol behaviors. These findings advance research aimed at understanding relationships between masculinity, sensation seeking, peer norms, and alcohol-related behaviors. Implications for treatment and prevent, limitations, and directions for future research are discussed.