This thesis deals with the theme of the culture of drinking and alcoholism in Međimurje. Through a cultural-analytical perspective, all the social norms that support drinking as a ritual and an important factor in the everyday social life of Međimurje have been studied. Furthermore, it has been extensively investigated whether premissive social attitudes towards alcohol as part of the Međimurje society's drinking culture have an influence on the prevalence of alcoholism. Through this article, theoretical starting points are comprehensively presented, which do not look at consumption practices exclusively from the point of view of deviation, but the approach does not ignore the emergence of alcoholism as a relevant public health problem. Research material was collected through a combination of different research techniques, semi-structured (in-depth) interviews, informal conversations and participant observation. It is conceived in seven units, through which the social significance of alcohol for the daily life of society is presented, as well as the influence of alcoholism on all spheres of the alcoholic's life, from the family to the workplace, dealing with numerous small but related topics within them. The conclusion provides answers to preliminary research questions, establishes the starting point for future ones, and presents a hypothesis that is based on the conclusions of this article and that seeks to be supported, complemented or disproved by broader qualitative and quantitative research on this social topic