Prior to Lord Caitanya coming, there was a storehouse of love of God in this world, but it was locked. And practically no one had the key. But then Lord Caitanya broke that lock and then went in there with His associates, and the first thing they did was they drank it and drank it and drank it. And as they were drinking it, the thirst was increasing and they wanted to drink more… and still more and more.
So this is the sankirtan movement. One has to drink it until one becomes intoxicated, and then in that drunken state, go out into the street and sing out loud.