Because it's full of Americans.
You might as well write an article wondering why you can't bring an American "spring break" drinking culture to France...
Americans unwind in one of two extreme ways: individual reclusive zen retreats or challenges (yoga, spa treatments, rock-climbing..) or over-the-top social interactions (heavy drinking gatherings, fancy dinner parties, themed events).
Sure there are exceptions as some have mentioned, but they don't make up enough of a critical mass for it to have a meaningful impact on the culture as a whole.
(Of course, I'm assuming that Spain has a smoking ban. May be wrong!)