Question is, if it isn't more about mirroring of "normal" life into movies, than drinking normalisation in movies. And you can always go to pub, and do not drink (alcohol). And how do you know, that it's jar of beer. In US movies it's not clear, if it's apple juice or beer. :) 

 why would I go to a pub and meet all those smelly drunk people when I can read a book at home? :) 

 Some people like to be alone, some like company. It's hard to read books and socialize at the same time. actually impossible.

Me personally, I like drunks over other drugs. With cocaine exception. They tend to be funny