I don't mean to split hairs but wiki says he collapsed from a heart attack during the drinking match at the bar. I doubt a bar would have a director's chair, guys in costume hanging around, big steel gates, and natural sunlight. I just find it hard to believe he tapped out mid-drinking match for a photo op on set in costume and returned to the bar to continue drinking himself to death.
Reading about his life tells me he did in fact drink a lot of alcohol for years before this photo was taken but the alcohol that killed him was probably still waiting for him at the bar when this photo was taken.