A society that drinks a lot necessarily cannot enact too elaborate and rigid social rules: such rules will get broken frequently by drunk people, namely everybody.
Or can it? Perhaps rigid social rules of when it is permissible to drink.
The lack of such social rules may have far-reaching effects: who is allowed to associate with whom, to have sex with whom, and conversely, a deep social agenda in what merely looks like an attempt to control drinking.
Measure these social effects correlated with some measure of the amount of drinking a society does.
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