I've always found Thailand to be very uptight about alcohol consumption. Binge drinking is not a normal way of life like it is in western countries. Yes there are people getting drunk at bars on weekends, but society is far less alcohol oriented here than in the west. Tourist areas revolve around alcohol, and Thai people who hang around in tourist/expat areas, are often drinkers. But in normal Thai towns it isn't the norm, and being drunk is quite taboo here.