In most societies, beer is the most popular alcoholic beverage.
Various social traditions and activities are associated with beer drinking, such as playing cards, darts, or other pub games; attending beer festivals; visiting a series of pubs in one evening; joining an organisation such as CAMRA; visiting breweries; beer-oriented tourism; or rating beer.[155] Drinking games, such as beer pong, are also popular.[156] A relatively new profession is that of the beer sommelier, who informs restaurant patrons about beers and food pairings.
Beer is considered to be a social lubricant in many societies[157] and is consumed in countries all over the world. There are breweries in Middle Eastern countries such as Iran and Syria, and in African countries. Sales of beer are four times those of wine, which is the second most popular alcoholic beverage.[158][159]
A study published in the Neuropsychopharmacology journal in 2013 revealed the finding that the flavour of beer alone could provoke dopamine activity in the brain of the male participants, who wanted to drink more as a result. The 49 men in the study were subject to positron emission tomography scans, while a computer-controlled device sprayed minute amounts of beer, water and a sports drink onto their tongues. Compared with the taste of the sports drink, the taste of beer significantly increased the participants desire to drink. Test results indicated that the flavour of the beer triggered a dopamine release, even though alcohol content in the spray was insufficient for the purpose of becoming intoxicated.[160]