The significant fact about alcohol and drinking in Japan is that alcohol has never been regarded as a major social problem, and few measures against its production or use have been taken. In this respect Japan stands nearly alone in the industrialized world. Regarding drinking patterns and attitudes towards alcohol, this has had far-reaching consequences that can be observed in today's Japanese society. In the article, after some historical remarks, the consumption trends of various beverages since the 1950s are looked at, and the Japanese drinking etiquette and attitudes towards drunkenness, drawing upon ethnographic data, are discussed, focusing on the pattern of “heroic drinking” that is displayed at male drinking sessions. These considerations highlight the changes that have been taking place, but they also reveal the archaic aspects of Japanese drinking behavior. The discussion on the permanence and change of drinking patterns suggests that in order to understand why traditions survive it is necessary to take into account the social contexts of alcohol use.
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