Your first drink probably tasted like nail polish remover with a side of bad decisions. You coughed, winced, maybe even swore you’d never touch the stuff again.
Fast forward a few years, and you’re clinking glasses every Friday night like it’s part of your skincare routine.
The mystery isn’t why alcohol exists — it’s why people keep sipping something that burns the throat, batters the liver, and still gets billed as “fun.”
The answer? It’s less about flavor and more about what happens after. Biology, social norms, marketing, and plain old stubbornness all gang up to make bitter booze feel irresistible.
The Brain Wants the Buzz, Not the Burn
Taste buds are picky. Your brain, however, has other priorities. Once alcohol hits your bloodstream, it messes with the central nervous system, releasing dopamine — the “reward” chemical that makes you feel good for reasons you can’t quite explain.
That dopamine hit quickly teaches your brain to focus less on the bitter burn and more on the warm, fuzzy, socially confident feeling that follows. Over time, the connection between alcohol and “good vibes” grows stronger, while the memory of the nasty taste fades. It’s a Pavlovian trick — except instead of ringing a bell, you’re ordering another round.
And here’s the kicker: even people who claim to “love the taste” probably didn’t at first. Science calls it “acquired taste.” Real life calls it “pretending until it’s tolerable.”
Peer Pressure Ages Like Fine… Pressure
In the Philippines, alcohol isn’t just a drink — it’s a social contract.
Refusing a beer at a barkada night can get you looks like you just insulted someone’s mom. From college dorms to office Christmas parties, drinking often equals belonging.
That “pakikisama” culture means the first sip is rarely about flavor. It’s about avoiding the awkwardness of saying no when everyone else is already on their second shot. The discomfort of the taste gets buried under the discomfort of feeling left out.
And let’s not ignore the language.
Lines like “Para sa tropa” or “Tagay para sa’yo” turn drinking into a loyalty test. You’re not just consuming alcohol; you’re proving you’re part of the crew. Flavor? Irrelevant. It’s the ticket to the table.
Your Taste Buds Eventually Surrender
Ethanol — the active ingredient in alcohol — is an irritant. It burns the throat, numbs the tongue, and can trigger gag reflexes in first-timers. But the human body is adaptable. After repeated exposure, the taste receptors become less sensitive to the burn, a process called taste adaptation.
This is how beer, which many admit tasted like “cold bread water” on day one, becomes “refreshing” by month three. Same with gin, whiskey, or rum — initial disgust turns into acceptance, then preference.
It’s not that the flavor magically improves; it’s that your brain rewires itself to stop treating it like an attack. Eventually, you start associating the taste with the situations you enjoy — parties, celebrations, or quiet nights where the glass is more comforting than the content.
Mood Changes Fast, Consequences Take Their Sweet Time
Alcohol works quickly. Within minutes, it slows brain activity, lowers inhibitions, and boosts social confidence. The effect can feel like flipping a switch from “stressed” to “smooth.”
That instant shift is why people keep drinking despite knowing the long-term risks. The downsides — liver disease, certain cancers, heart issues — are years away. The benefits, on the other hand, arrive before you’ve even finished your glass.
Humans are notoriously bad at long-term thinking. Given the choice between feeling relaxed now or avoiding illness decades later, the brain often votes for “now.” That’s why even after a brutal hangover, people swear “never again” — until next weekend.
Culture and Marketing Make Poison Look Like a Lifestyle
Let’s be blunt: alcohol is a toxin. The body treats it as a poison from the first sip. But you wouldn’t know that from the way it’s marketed. Advertisements link it to sophistication, freedom, romance, and even success.
Movies and TV shows reinforce the message. Characters drink to celebrate, to mourn, to relax, to flirt. In Filipino fiestas, weddings, or even wakes, alcohol is a staple — not an option. The bottle isn’t just a beverage; it’s a prop in the story we’re telling about ourselves.
This cultural packaging hides the harsher truth. People aren’t chasing taste; they’re chasing an image, a role, a feeling. The flavor is just the entry fee to participate in the narrative.
Bottom’s Up
People drink alcohol despite its bad taste and health risks because biology rewards the buzz, culture rewards participation, and the brain learns to ignore the burn. Short-term pleasure wins over long-term caution. And when society dresses poison up as a celebration, it’s easy to forget what’s actually in the glass.
So no, it’s not about liking the flavor. It’s about chasing the moments — even if they come with a hangover.
