Whaqt is the reason for drinking in happiness and sorrows????

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The consumption of Alcohol is increasing day by day globally. People have many reasons for this. I have seen people drinking when they are in happiness and in sorrows. There are many occassions are for drinking . Some of them which I noticed are birth, naming ceremony, birthday, marriage, wedding anniversary, failure in the exams, pass in the exams,love failure, promotions, increment, death of near and dear etc...In short all the happenings in an individual's life is an occassion for drinking. What is the reason for that ?