I think that part of what amazes us kiwis about "drinking at lunch time" is our perception of drinking, which for us is generally binge drinking.
Same in South America, their culture draws heavily on their European roots and EVERY meal is served with alcohol, usually red wine but sometimes beer and spirits also, it wasnt about "getting pissed" at all. We had a cook on our farm in Uruguay and provided all meals for the guys working there and I used to go to town to buy groceries and it seemed like I could never buy enough casks of red wine. A typical lunch involved plenty of meat cooked on the parilla, along with salads, bread (there is also always bread with every meal, proper bread, not your sliced loaf of tiptop) and washed down with Red wine. Then the guys would have their siesta for a couple hours before going back to milk the cows in the afternoon.
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