When some people drink alcohol, their face turns red and they may feel hot and itchy. This is called alcohol flush reaction. It happens because their body can't break down alcohol very well, so it builds up in their blood. This triggers a reaction called vasodilation, which means their blood vessels get bigger and let more blood flow through them. This makes their face red and their skin feel hot and itchy. Some people may also feel sick or dizzy from this reaction. It's important to remember that not everyone experiences alcohol flush reaction and it's okay if you don't. But if you do, it's best to drink alcohol in moderation or avoid it altogether.