But we are wrong. In high doses, alcohol impairs our reaction times, muscle control, co-ordination, short-term memory, perceptual field, cognitive abilities and ability to speak clearly. But it does not cause us selectively to break specific social rules. It does not cause us to say, “Oi, what you lookin’ at?” and start punching each other. Nor does it cause us to say, “Hey babe, fancy a shag?” and start groping each other.
The effects of alcohol on behaviour are determined by cultural rules and norms, not by the chemical actions of ethanol. There is enormous cross-cultural variation in the way people behave when they drink alcohol. … In … the vast majority of cultures, … drinking is not associated with these undesirable behaviours … Alcohol is just a morally neutral, normal, integral part of ordinary, everyday life – about on a par with, say, coffee or tea. …
This variation cannot be attributed to different levels of consumption. … Instead the variation is clearly related to different cultural beliefs about alcohol. … This basic fact has been proved time and again … in carefully controlled scientific experiments – double-blind, placebos and all. To put it very simply, the experiments show that when people think they are drinking alcohol, they behave according to their cultural beliefs about the behavioural effects of alcohol. …
Those who most strongly believe that alcohol causes aggression are the most likely to become aggressive when they think that they have consumed alcohol. … These experiments show that even when people are very drunk, if they are given an incentive (either financial reward or even just social approval) they are perfectly capable of remaining in complete control of their behaviour – of behaving as though they were totally sober. …
If I were given total power, I could very easily engineer a nation in which coffee would become a huge social problem. … I would restrict access to coffee, thus immediately giving it highly desirable forbidden-fruit status. Then I would issue lots of dire warnings about the dangerously disinhibiting effects of coffee. I would make sure everyone knew that even a mere three cups (six “units”) of coffee “can lead to anti-social, aggressive and violent behaviour”, and sexual promiscuity, thus instantly giving young people a powerful motive to binge-drink double espressos, and a perfect excuse to behave very badly after doing so."