Alcohol
How Culture Shapes Drinking Patterns: From Buenos Aires to Boise
Behavioural Psychologist
Aug 15, 2025
Whether sipping Fernet in Buenos Aires or cracking open a cold beer at a Boise tailgate, how we drink—and why—is profoundly shaped by culture. Beneath every bottle lies a pattern of beliefs, values, rituals, and social expectations. These cultural drinking norms influence everything from how early people begin drinking to when they seek help for alcohol use.
Global studies now reveal something clear: culture is not just context—it’s a determinant. From gender roles to religion, migration to modernization, our environments shape the meanings we attach to alcohol and how harm unfolds.
In this article, we examine the cultural psychology of drinking across two continents: South and North America. Drawing from 15 peer-reviewed studies and global data sets, we’ll uncover what truly separates Buenos Aires from Boise—and why understanding culture is essential to understanding addiction.
Key Takeaways
❖ Culture defines how people drink, including the acceptable settings, frequencies, and emotional reasons for consuming alcohol.
❖ Argentina’s drinking culture tends to be social, Catholic-influenced, and less punitive compared to the U.S., which has Protestant “dry” roots.
❖ U.S. regional variation is stark, with higher abstinence in Idaho (Boise) and heavier patterns in coastal states.
❖ Latino immigrants often reduce drinking after moving to the U.S., but patterns change with acculturation.
❖ Gender roles around alcohol vary significantly by culture and shift during migration.
❖ Indigenous traditions and modernization create new drinking risks in both continents.
❖ Cultural context must shape all prevention, harm reduction, and recovery strategies, not just clinical severity.
Culture as a Lens: Why Where You Live Shapes How You Drink
Cultural Drinking Norms: The Psychology of Permission
Every culture creates an invisible rulebook about alcohol—when, how, and why it’s used. These cultural drinking norms govern not only behavior but also shape what people perceive as usual or problematic.
The GENACIS project, which studied over 54,000 people in 22 countries, found that psychological distress is linked to alcohol use very differently depending on cultural context. For example, in some countries, women drink more when distressed, while in others, they consume less. Cultural acceptance of female drinking was the strongest moderating factor.<sup>1</sup>
That “permission” to drink—especially around emotions—is deeply gendered, regionally specific, and socially taught.
Distress, Pleasure, and Ritual: Why People Drink Around the World
Culture doesn’t just shape how much people drink—it also shapes why. Some cultures associate alcohol with coping and escapism. Others center it around joy, ritual, or community.
Ethnographic research across 33 developing countries found that as societies modernize, traditional ritual drinking (e.g., celebratory or religious) gives way to commercial alcohol consumption that’s more individualistic and less socially regulated.<sup>2</sup>
As a result, alcohol becomes a private response to stress instead of a public celebration, especially in economically transitioning cultures like Argentina.
In contrast, in “wet” European countries (e.g., Italy, Spain), drinking is normalized and rarely pathologized, unless it becomes extreme. In “dry” cultures like the U.S., the same amount of alcohol may be judged more harshly or hidden.<sup>3</sup>
From Religion to Region: The Roots of Cultural Alcohol Scripts
Centuries-old religious and moral values often shape cultural alcohol scripts. Protestant-majority nations tend to emphasize abstinence, control, and shame around drinking. Catholic or Indigenous-influenced cultures tend to integrate alcohol into everyday life more fluidly.
A cross-national study of situational drinking norms revealed wide variability: while some countries accepted drinking at family dinners or religious holidays, others viewed any non-celebratory drinking as deviant.<sup>4</sup> The U.S. ranked among the most restrictive.
Understanding these roots helps explain why Boise—culturally aligned with U.S. Protestant and rural values—has a very different drinking profile than Buenos Aires, where alcohol is more socially embedded and less stigmatized.
South America vs. North America: A Tale of Two Drinking Cultures
Buenos Aires: Community, Ritual, and Gendered Drinking
In Buenos Aires, alcohol is woven into the fabric of daily social life. From family gatherings to weekend asados (barbecues), drinking is often a communal and ritualized activity. Studies of Argentine university students show drinking is everyday among youth, but with significant gender and age differences—young men consume more, while women often drink within narrower social boundaries.<sup>5</sup>
Environmental cues matter too. In neighborhoods with high alcohol outlet density, young Argentinians report more frequent alcohol use and greater risk of injury, revealing how space and culture collide.<sup>6</sup>
Yet despite higher overall drinking frequency compared to some U.S. groups, drinking in Buenos Aires is less moralized. It’s viewed more as a lifestyle habit than a moral failing, especially when compared to the American Midwest.
Boise: Rural Values, Regulation, and Abstinence Norms
Boise, Idaho, represents a very different profile. As part of the "Mountain" U.S. drinking culture cluster, the region is characterized by moderate consumption and high rates of abstinence.<sup>7</sup> Religious conservatism, rural isolation, and strong abstinence-oriented messaging shape local attitudes.
One study found that rural Americans often drink for reasons tied to social bonding, masculinity, and rebellion—but also report shame and concealment about drinking, especially when it clashes with local values of stoicism and independence.<sup>8</sup>
While alcohol is still part of life in Boise, it’s framed differently: less ritualized, more regulated, and more emotionally ambivalent.
Latino Immigrants: Drinking Between Two Worlds
What happens when someone raised in Buenos Aires moves to Boise?
A longitudinal study of Latino immigrants found that alcohol consumption typically decreases after arriving in the U.S., initially. This “immigrant health paradox” may reflect stronger work demands, fear of legal consequences, or temporary cultural shock.<sup>9</sup>
Over time, however, drinking often increases again, especially as immigrants adopt U.S. cultural norms. Researchers found that among South American immigrant men, drinking rose more sharply than in women, reflecting how shifting family roles and social isolation impact gendered drinking trajectories.<sup>10</sup>
These findings show how cultural drinking norms don’t disappear—they evolve. Immigrants must navigate the emotional, moral, and behavioral rules of two different alcohol cultures at once.
Table 1: Cultural Drinking Norms – Argentina vs. U.S. (Boise)
Dimension | Buenos Aires, Argentina | Boise, Idaho, USA |
Cultural Orientation | “Wet” culture: alcohol is normalized in daily life | “Dry” culture: alcohol is often moralized or restricted |
Typical Contexts | Meals, family gatherings, social outings | Weekends, holidays, private events |
Perceived Acceptability | Moderate drinking is seen as normal | Moderate drinking may carry social judgment |
Gender Roles | Men drink publicly; women drink more privately or moderately | Stronger gender divides; male binge culture in rural areas |
Regulatory Approach | Less restrictive enforcement, more social accountability | Stricter legal controls, age enforcement |
Stigma Around Use | Low to moderate; depends on age and gender | Higher stigma, especially for women or parents |
Alcohol Outlet Density | High in urban areas like Palermo and Recoleta | Lower overall, more zoning restrictions |
When Culture Conflicts: Gender, Modernization, and Drinking Transitions
Modernization and the Commercialization of Alcohol
As societies modernize, their drinking cultures often undergo significant shifts. Ethnographic research across Latin America, Africa, and Asia shows that traditional, ritualistic alcohol use is increasingly displaced by commercial, recreational consumption—often introduced through global advertising, media, and market expansion.<sup>11</sup>
In Argentina, this shift has contributed to a rise in solitary drinking, binge episodes, and reduced parental oversight. Alcohol use becomes less about celebration and more about emotional regulation, especially among urban youth. These transitions reflect not just individual choice, but cultural dislocation.
In the U.S., alcohol marketing reinforces other cultural norms, like individualism and escapism. But the result is the same: drinking becomes untethered from context, leading to higher-risk behaviors across both continents.
Cultural Shifts in Gender Roles and Alcohol Use
Few cultural norms have shifted as quickly as those around gender, and alcohol use is no exception.
Data from the GENACIS project showed that gender gaps in drinking are shrinking worldwide, particularly in urban and higher-income settings.<sup>12</sup> As women gain economic and social independence, their drinking patterns increasingly resemble men’s—both in frequency and volume.
Among Latino immigrants, these changes take on unique complexity. One study found that men tend to drink more in response to lost patriarchal roles after migration, while women often drink less due to increased caregiving responsibilities and community pressure.<sup>10</sup>
In both Buenos Aires and Boise, drinking behavior reflects not just gender identity, but how that identity is interpreted in a specific cultural setting.
Table 2: Cultural Factors Influencing Drinking Risk
Cultural Factor | Risk Impact | Behavioral Science Commentary |
Religious Tradition | Higher abstinence in Protestant cultures | Internalized moral codes reduce frequency, but may increase shame-based secrecy |
Immigration/Acculturation | Short-term decline, long-term increase in alcohol use | Drinking often rises with cultural stress, loss of protective norms |
Gender Expectations | Divergent male/female use patterns | Shifting gender roles can lead to convergence in drinking levels |
Economic Modernization | Rise in commercial alcohol use and solo drinking | Traditional rituals give way to individual coping behaviors |
Perceived Control vs. Chaos | Low structure increases risk-taking | Drinking scripts tied to identity and stress regulation |
Indigenous and Traditional Perspectives Under Pressure
While urban centers undergo rapid shifts, traditional and Indigenous communities face tensions between their cultural heritage and the influence of modernity.
A meta-synthesis of alcohol use among nine Indigenous Colombian groups found four core themes influencing drinking: social exclusion, cultural erosion, structural violence, and the repurposing of traditional beverages for escapism.<sup>13</sup>
Similarly, research across African societies reveals how alcohol, once used in ceremonies, is now increasingly associated with chronic misuse and community harm due to commercialization and a lack of social regulation.<sup>14</sup>
These case studies underscore a global truth: when cultural frameworks for alcohol use break down, risk increases. Prevention must be tailored to the specific context, rather than being applied universally.
Cross-Cultural Drinking Science: How Researchers Measure Norms, Risk, and Harm
What Is a “Normal” Drink? Depends on Culture
A standard drink may contain the same amount of ethanol, but its meaning varies widely across cultures. In Argentina, sharing wine with meals is a daily practice. In Boise, alcohol is often reserved for weekends or special occasions, and a solo bottle of wine may raise concern.
Cross-cultural studies from the GENACIS project confirm that definitions of “normal” drinking differ across age, gender, religion, and region.<sup>12</sup> These variations challenge universal benchmarks, such as “low-risk” guidelines or AUD screening tools, which often carry cultural assumptions embedded in their metrics.
Even frequency-based surveys must be interpreted in light of social norms, family rituals, and accessibility. A glass of wine in Mendoza is not always equivalent to a shot of whiskey in Idaho.
Attribution Bias and the Labeling of Consequences
How people perceive the consequences of drinking is also shaped by culture.
A multi-country European study found that people from “dry” drinking cultures (like the U.S. and Nordic nations) were more likely to attribute adverse outcomes—like fights or injuries—to alcohol. In contrast, people in “wet” cultures (like Italy or Argentina) often minimized or dismissed the role of alcohol in such events.<sup>3</sup>
This attribution bias matters. If people don’t view a consequence as alcohol-related, they’re less likely to change their behavior or seek help. Prevention efforts must consider not just objective harm but subjective interpretation.
Why Prevention Must Be Culturally Adapted
The evidence is clear: cultural norms determine when drinking is accepted, when it becomes problematic, and how people respond to harm. Yet many public health interventions assume universality.
Research comparing situational drinking norms across 12 nations found significant gaps in perceived appropriateness, even in everyday contexts such as weddings or family dinners.<sup>4</sup> Prevention efforts that ignore these differences risk alienating the very people they aim to help.
Culturally adapted interventions—such as bilingual outreach, family-centered messaging, and harm-reduction tools that honor social rituals—are far more effective than abstinence-only frameworks transplanted without context.
FAQs: Culture and Drinking — What People Are Asking
❖ How do cultural drinking norms influence alcohol behavior?
Cultural drinking norms shape when, how, and why people drink. In “wet” cultures like Argentina, alcohol is often consumed with meals and social gatherings. In “dry” cultures like the U.S., drinking may be more episodic, hidden, or moralized. These norms impact both alcohol use frequency and perceptions of harm.
❖ Is drinking in South America riskier than in North America?
Not necessarily. While drinking may be more frequent in places like Buenos Aires, it’s often ritualized and socially embedded. In contrast, binge drinking and solitary use may be more prevalent in U.S. settings. Risk is shaped more by context than sheer volume.
❖ How does immigration affect drinking behavior?
Research shows Latino immigrants often reduce alcohol use immediately after migrating to the U.S., but levels may rise again over time. Drinking patterns adapt to new cultural norms, stressors, and gender expectations.
❖ Why do men and women drink differently in different cultures?
Gender roles, expectations, and cultural scripts shape drinking behavior. For example, women in Catholic countries may drink less publicly, while men may use alcohol to express masculinity. These roles often shift with modernization or migration.
❖ Do cultural norms affect whether people seek help for alcohol problems?
Yes. In cultures where drinking is moralized or stigmatized, people may hide their use or avoid treatment. Conversely, in cultures that normalize alcohol, harmful behavior may be overlooked. Attribution bias—how people label consequences—also plays a role.
❖ Can prevention strategies work across all cultures?
One-size-fits-all strategies often fail. Effective prevention must consider cultural drinking norms, community values, and language. Tailored approaches—like community-based education or bilingual harm-reduction tools—are far more effective at reducing alcohol-related harm.
Conclusion: Why Culture Matters in Sobriety, Prevention, and Policy
Culture doesn’t just decorate our drinking habits—it defines them. From Buenos Aires to Boise, the role of alcohol in daily life is shaped by invisible norms: family expectations, religious teachings, gender roles, and national identity. Understanding these cultural drinking norms is critical, not just for clinicians but for anyone trying to change their relationship with alcohol.
Where one person sees a nightly glass of wine as harmless, another sees it as a sign of oral failure. Where one community hosts wine-soaked dinners without stigma, another whispers about “problem drinkers.” These beliefs impact when people drink, when they seek help, and how they respond to interventions.
As the alcohol recovery field evolves, we must replace “universal” approaches with culturally intelligent ones. That means honoring differences, adapting messaging, and designing tools that meet people where they are, not where we assume they should be.
Whether you're navigating sobriety in Buenos Aires, Boise, or somewhere in between, culture is part of the journey. Awareness is the first step. Understanding is the second. Empowered change comes next.
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Author: Nikola Kojcinovic
Psychologist | Specialist Writer in Psychology & Behavioural Science
References
Greene KM, Murphy ST. Context and culture: Reasons young adults drink and drive in rural America. Accid Anal Prev. 2018;121:194-201.
