All good points. Furthermore it's easy to consider the possibility that in different cultural contexts the consumer demand for alcohol is driven by different factors. It may be the case that in one region alcohol consumption is driven by advertisements that promote it as a party drug, while in another region alcohol consumption is driven by oppressive poverty and bleak outlooks on life.

In other words, the reason a 40 year old coal miner with black lung drinks every day might be different from the reason a 19 year old frat bro drinks on friday and saturday evenings.