I suspect that most young people in the developed world are introduced to alcohol by megacorps who just want to sell you as much fun as you can walk away from. That is quite different from being introduced to alcohol at an early age as something that is an intricate part of your culture and diet. Personally, I find fermentation fascinating and a walk through human history: kefir, kvass, berries, barley...

On a personal note, I find that most of the commercially produced wine and beer is of extremely poor quality. A few months ago I was researching a "high end" winery, searched for their land on satellite, and discovered that they were growing their grapes next door to a massive junk yard. Fortunately, the organic/bio movement for alcohol is slowly growing and I find the quality to be much higher.