Alcohol has long been one of the most popular chemicals used by human beings to enhance their moods. Alcohol is utilized as an escape from the responsibility and burden of mature emotional life and it's decisions. Alcohol gives a relief from discomfort and a feeling of well-being where in the worries of today and the anxieties of tomorrow are cast aside with the substitution of calm indifference and pleasurable relaxation. Normal drinkers drink to get pleasure; morbid drinkers to evade pain. Ironically, alcohol is a tranquilizer, appetizer, disinfectant, anesthetic, food, solvent, and economic commodity, as well as a potent symbol, all in various ways in different cultures. .
As common as the drinking of beverages containing alcohol is, it is often treated as if it were a special kind of behavior (Marshall 1979). For instance, in some cultures, young people are supposed to abstain from alcohol. In others, women should be very discreet about where, when, with whom, and how much they drink. Men are subject to other, generally less restrictive, norms about drinking. Alcohol is considered very important globally due to it being the single substance that is used by people throughout the world in very different ways, for very different purposes, and with very different consequences (Pittman and White 1991). .
According to Patrick, "no matter how thorough a chemical analysis is made of trace elements in alcohol, they have little bearing on the attitudes and values of people who drink it" (1952). Even if a complete psychological assessment can be made of an individual, his or her behavior will change in approximately dose-related ways that tend to be predictable in terms of social norms of the local population (Patrick 1952).
All cultures possess a set of ideal attitudes toward the consumption of, or abstention from, alcoholic beverages, and define the expected and prohibited behaviors while drinking (Pittman 1964).
