Alcohol is one of the most boring psychoactive experiences there is, it's the safest, the most predictable and the most repeatable. There's nothing challenging about it - happy drunks are going to be happy drunks, angry/emotional drunks are going to be angry/emotional drunks, people who use the context of alcohol to excuse behaviors that they feel they would otherwise be judged for (promiscuity, "I love you guys! no I really do!", etc. etc.) are doing just that. The only drug with more predictability than alcohol is caffeine, with the common opiates being next in line for being absolutely predictable - do X get Y.
Alcohol is boring. Even pot or tobacco are more interesting, but they lack the social context that provides behavioral permissibility which is really what drives the ritual-lite use - going drinking on the weekend.