Alcohol consumption takes place in society and because of society. The “social” aspect of this phenomenon gives a meaning that manifests itself in the framework of interaction. This paper discusses basic problems of previous sociological approaches to alcohol consumption: (1) focus on a problem-oriented approach – drinking and alcoholism, (2) abstract empiricism of alcohol consumption, and (3) unclear theoretical background for a sociological approach to alcohol consumption. Focusing exclusively on alcoholism or excessive drinking neglects a number of social dimensions inherent in alcohol consumption. Therefore, when considering this phenomenon in sociological terms, clear theoretical-methodological starting points should be established in order to understand the social consumption of alcohol. The main objective of this paper was to provide a basic paradigmatic and epistemological framework for the development of a sociology of alcohol consumption. The paper starts from the assumption that two theoretical-methodological principles should be considered: methodological individualism and methodological situationism. Each of these approaches has certain advantages and disadvantages, but in further conceptualising the paradigmatic foundations of the sociology of alcohol consumption, the paper proposed a two-level approach, that is, a synthesis of methodological situationism and methodological individualism. However, this synthesis does not constitute a theory of the sociology of alcohol consumption, but a framework for a sociological approach to the phenomenon, as well as the possibility of overcoming the problems presented in the sociological analysis of this topic.