10% of Americans drink more than 10 drinks per day. That 10% consume 75.1% of total alcohol. Which means alcoholic drink companies are basically in the business of supplying alcoholics. Without alcoholics, their revenues would be a quarter of what they are.
One of my other smaller gripes about economics is the lie of the long tail. Long tail often isn't real. Heavy consumers drive revenue and profit. Focusing on the long tail as some sort of deeper well to draw revenue does. not. work. Long tail isn't real.