Objective: Perceptions about what is "normal" drinking in college, measured by the College Life Alcohol Salience Scale (CLASS; 15 items), have been robustly associated with elevated levels of problematic alcohol use, yet the role of these beliefs has not been studied outside the U.S. The present work examined measurement invariance of the CLASS across sex, drinker status, and in individuals of three different countries (i.e., U.S., Argentina, and Spain).Additional goals were to evaluate differences on the CLASS (i.e., latent mean differences) as a function of sex, drinker status and country and to compare construct validity (i.e., correlations with alcohol variables) across sex and different countries. Method: A large sample of 1,841 college students enrolled in universities from U.S., Spain and Argentina completed, via an online survey, a battery of instruments that assess college alcohol beliefs, drinking motives, alcohol consumption and alcohol-related negative consequences. Results: We found that a shortened 12-item version of the CLASS to be invariant across sex and drinker status, but only metric was found across countries. As expected, men and drinkers showed significantly higher scores on the CLASS than women and non-drinkers, respectively. Bivariate correlations between CLASS scores and drinking outcomes strongly supported criterion-related validity of this measure across multiple countries and sex with differing strengths in relationships with alcohol-related constructs. Conclusions: Taken together, perceptions of the centrality of alcohol to the college experience appear to be an important target for college student alcohol interventions across various cultures and countries, especially for male college student drinkers.