Madis won this year (for the second time); following his brother Margo's win last year. And the prize is quite valuable: "plasma televisions and [Madis' wife] Klauson's weight, 49 kilograms, in beer." That's over 100 pounds of beer, people.
Madis summed up the risks of the dangerous course, and the reward well: "'I drowned in that pool, but at least my wig is still in place. Now for beer,' he said."
I have to assume John Kruk has uttered those exact words at least once.
Learned about via the always awesome Neatorama