Why is there so much peer pressure to drink?

Koalamate
I have been drunk a handful of times and I'm really not into it and don't get the hype.
but I'm always asked and people insist I have a drink.

I'm not the only one and a freind of mine mentioned he drank 11 non alcoholic beers at a party because he couldn't deal with the pressure.

Sporting clubs also have a huge drinking culture as that's how they make money and keep running so it's encouraged.
Why is there so much peer pressure to drink?
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