Alcohol causes temporary loss of motor control and some brain functions, and this is exactly the point. Any mistakes can be blamed on 'being drunk', and thus people are able to cast of the shackles of social inhibition, and enjoy themselves more unimpeded. Our society is rather oppressive when it comes to making mistakes or looking 'low status' in normal situations, so alcohol is the perfect way for many people to compensate, and allow themselves temporary spans of time where they're less afraid to make mistakes or look incompetent (and I would argue this general fear of making mistakes or looking incompetent is one of the main plagues in society, preventing all sorts of people from improving their lives).
Call it placebo if you want, but placebo is great if it works. Anything is great if it works.
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Does increasing the tax on alcohol count? I'm in favor of that (at least in the US), for basically the reasons given by Mark Kleiman here. Problem drinkers are a relatively small fraction of the population but they account for a relatively large fraction of the alcohol market - one statistic that Kleiman mentions elsewhere is that (in the US) half of all alcohol is consumed by people who average 4 or more drinks per day.
It's one of the more effective ways of lowering consumption. It's not the problem drinkers that cause the worst effect though - it's the casual drinkers that cause the most damage (for example by overestimating themselves and driving). Taxes would still work on most groups, so yes, it definitely counts.