There are tons of bars in Santa Cruz, but you have to be somewhat selective about where to go. In addition, just because a place isn’t called a bar, doesn’t mean you can't enjoy a good drink. Most good restaurants, discotheques, hotel restaurants and karaokes are fully equipped to serve you just about any drink you could ask for. Bolivians like to drink, that’s the truth. Might as well admit it.
When you’re here, try some of the unusual drinks and liqueurs served, like maracuya and guayaba, or singani (looks like vodka, but is made from grapes in Tarija, Bolivia). Bolivia has a large wine-producing region in Tarija and also a promising beer industry. Be adventurous but careful, drinks are strong.