You would be interested in the documentary Prohibition from PBS. It goes into detail on the history of alcohol. It seems from the American perspective that heavy consumption became frowned upon once distilled rather than brewed or fermented beverages became common... Mid 1800s. Prior to that time, beer and wine were quite weak and folks drank lightly all day, even at work, taking breaks to throw back grog. However, once whiskey, vodka, etc. appeared on scene, things began to change.