Great thread and has got me thinking.
I think there is a distinct difference between the individual and society. On an individual level I try not to judge anyone's drinking but, like others here, am very concious that many subgroups in society will define safe drinking at a level that is causing harm. Peer group pressure, the normalisation of excessive drinking at social events (marriages, christenings etc here in Ireland are very drink sodden affairs) seems to increase the societally defined "normal" level of drinking. July 4th is the same I'm sure.
On a societal level, the drinks company's goal is to both increase market share and the size of the market and we have seen the increasing sophisticated marketing techniques and product development to do that (remember alcopops anyone). Here in Ireland we have the ridiculous situation where a drinks company (Diageo/Guinness) even managed to create a quasi-holiday, Arthur's day, for the world to drink Guinness! The ads showed people all over the world drinking to the inventor of the brand 250 years ago. It ran for 5 years and has now been pulled in favour of a music event after pressure from various groups.
I play a game, normally when I drive out to see my girlfriend, of counting how many adverts for alcohol I can spot on the way. It is eye opening how pervasive it is and almost all of them are lifestyle advertising with happy beautiful people enjoying themselves. A long way from my experience of drinking alone every night which was my pattern up until 5 months ago.