My friend keeps talking about suicide?

We're not high school here, we are in college so cut the bull and sugarcoated answers. I care about this person quite a bit and it really hurts me to hear him talk like this to me. I try and listen and I do tell him its absurd. He says he's not man enough to do something like this so he drinks heavily and recently started doing drugs. Trying to piss off the wrong kind of people. Just a little help please on what I should do.