Social occasions and the perceived appropriateness of consuming different alcoholic beverages.

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Abstract
Based on a national probability sample of 2,401 Americans aged 21 and over (1,069 of whom were deemed "drinkers" on the basis of having drunk at least one alcoholic beverage within the previous 7 days), this study looks at differences in the perceived situational appropriateness of drinking beer, distilled spirits, wine and wine coolers in each of six social occasions. It was found that wine is usually deemed appropriate in integrative, social enjoyment-enhancing situations. Beer use tends to be viewed ambivalently, with a sort of "cross-situational neutrality"; its use is neither strongly condoned nor strongly condemned in any of the six social contexts under study. People's attitudes toward the use of distilled spirits are best described as allowing for a "cautious indulgence" in this beverage. The respondents tend to favor drinking distilled spirits during integrative social occasions, feel ambivalently toward drinking in social contexts that are simultaneously integrative and disintegrative and disfav...

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