What business wouldn't adapt to the fact that their customers' purchases follow a Pareto distribution? Many (most?) do. I'm not saying that they're not shady, but this isn't evidence of that.
Trying to maintain your market, while giving all sorts of people liver cancer, cirrhosis, fetal alcohol syndrom, et al, is probably considered shady by most people.
https://www.recoveryanswers.org/research-post/alcohol-sales-...
As you say, it is completely predictable that beverage companies would adapt to a Pareto-like distribution of consumption. However, unlike for things like books or outdoor equipment, adapting to a Pareto distribution here means that a company is intentionally profiting from addiction. This is an absolutely huge negative externality in terms of the social , health, and economic harm that alcohol addiction causes.