But for us to tackle this, "elite" culture has to take a stance against alcohol, as they do against cigarettes
But elites are not leading the way with strict teetotalling.
We "normalize" social drinking
Drinking is viewed as v much OK. Something even "cool" as long as one engages in it in "moderation"
But it sends out the signals to the larger society that drinking is just as harmless as eating samosa, or potato chips
Just another indulgence
It is getting pretty rare to encounter that breed among the yuppie crowd, increasingly among both genders
Hey..don't be so narrow minded. Drinking is perfectly fine in "moderation"
But people are not "moderate".
Especially not when the culture percolates deeper among the less discriminating sections of society
It is for the elites to set the standards
E.g. The revulsion that has developed against cigarettes is in large measure the work of elites! They have made it uncool!
Same with the elite promotion of "work-out"/ gym culture - mostly a good thing
When you want to celebrate a project, go for a team dinner. Or a movie.
Instead of a Happy Hour at the bar.
That would be silly. An administrative nightmare. And it usually doesn't work too well
But what one does advocate is -
promotion of a culture that looks askance at alcohol