The United States
In the United States two-thirds of adults consume alcoholic beverages. The US has a much more complex alcohol culture, due in part to the strict laws surrounding the consumption and possession of alcohol in the states. Moderate alcohol consumption is considered beneficial and socially acceptable as a stress relief mechanism. The current levels of alcohol consumption are decreasing in the United States. The United States, as a country of many different societies and religions, has many different market segments that treat alcohol differently. As in most cultures, a larger portion of men than women drink in the US, and people start drinking more as they move into young adulthood. People with higher educational levels tend to also drink more in the US, and they make up a higher percentage of the drinkers in the US. Different cultural groups and racial groups also have different drinking patterns that may or may not be correlated to their country of origin. Because of its eclectic nature, the US has a very diversified drinking culture that is not easily summarized, but which provides an excellent market for all varieties of wine. |
Chile
The Spaniards introduced the grapevine to the Americas, and wine was produced in Chile as early as 1555. Chilean wine demand and consumption has generally declined over the last fifty years. The reason for this shift away from wine, again, is not due to a decrease in the total consumption of alcohol in this country, but rather to changing drinking trends among the people coming of age as well as the youth. A majority of the Chilean population is considered to be moderate drinkers, meaning they drink .75 liters or less of alcohol a day, and they tend to drink because of sociocultural factors. The consumption of alcohol in Chile is a common social practice, and alcohol is consumed on both formal and informal occasions. Adult males constitute the group in which drinking is most accepted, and lower classes tend to more associated with abnormal drinking patterns. Drinking begins during childhood or adolescence for this population, both within the context of familial and peer interactions. In all, most Chileans drink for the purposes of relaxation, custom, and easy access. |
Mexico
As with Chile, the Spaniards introduced wine to Mexico, and vineyards quickly spread throughout the country during the Spanish occupation of the country. In Mexico, the ability to drink is a cause for respect, and those who can drink the most are considered to be the most “macho”. Occasional drunkenness is not looked down upon, and men and women tend to share similar attitudes toward alcohol. Men still drink more than women, although it is considered acceptable for a woman to drink so long as she does not get drunk. As with most countries, alcohol has tremendous cultural significance in Mexico. More males drink among the youth, and it has been noted that one-forth of the population drinks about two-thirds of the alcohol consumed in the country. Beer is the alcohol most often consumed, while wine is a drink more reserved for religious occasions and for women. In rural areas it is common for people to drink while working as well as after the workday has been completed. Alcoholism is a problem among certain segments of the population, and public health measures have been taken to help those afflicted. As with most countries, alcohol has tremendous cultural significance in Mexico. Consumption of alcohol exists in both family and social life. Alcohol is used in many religious services (See: Wine and Religion), and thus is consumed in all stages of life.
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