>Wine is tasty. Beer is tasty. Brandy is tasty. And (anecdotally) know many people who aren't just drinking them to get out of their heads...

I did coke for a few years, at first it tasted gross but I liked the effect by the end it was 'tasty'. That is your brains reward center at work, it shapes experiences that release dopamine and makes them more positive. In reality coke tastes like baby laxatives and bleach and alcohol tastes like fungal piss, as that is what they are.