#Alcoholmarketing

A new wave of research and social commentary is upending long-held assumptions that drinking alcohol is a shortcut to popularity, confidence, or being “cool.” As reflected in a recent reflection piece from Psychology Today titled “I Thought Drinking Made Me Cool. I Was Wrong” (published July 2025), growing numbers of young people, health professionals, and marketing analysts are scrutinizing the links between alcohol, peer pressure, and self-image. As Thai society continues to grapple with its own evolving drinking culture, these insights hold timely lessons for youth, educators, and policymakers alike.

Recent evidence challenges the idea that alcohol makes people more popular, confident, or “cool.” A July 2025 reflection in Psychology Today highlights how health professionals, educators, and young people in Thailand are reexamining the link between drinking, peer pressure, and self-image. The insights offer timely lessons for Thai youth, teachers, and policymakers amid evolving drinking cultures.

The idea of the “cool drinker” persists in advertising and pop culture. Bar scenes on international TV and ongoing marketing campaigns suggest that sociability and success come with drinking. New data and candid reflections from former supporters question whether alcohol truly delivers social ease, likability, or lasting confidence.