In reply to JossGuyer:
The exact opposite of social drinking if your mates are not with you.
The way people try to be 'smart' & 'cool', i can imagine people drinking excessive quantities. Like that planking craze.
As an old fart, I could see the point of drinking sensibly in a pub, describing the beer , people, pub etc & creating a gallery of differnt pubs & beers. But it's not a game, neither is cirrhosis.