Interesting post. I tend to like socializing more than the day but there's certainly a line -- I draw it at getting my workout in and productivity time [let's face it, most off a show or business travel is covering something else than what you need to do] -- but even with my own company this year I'm finding more and more than if I was to skip something it would be the main event, it's the after part that seems to net the best discussions, leads, etc.
As far as drinking, you are who you are and I don't think you should have to mask it. As a younger guy it seems like it's assumed that I'll be at the bar first but I rarely drink and have come to realize that ordering a diet coke can be a better conversation line than a rum and coke... Some people give you a hard time but more often than not, I find people are intrigued by the person who breaks their norm.