In all honesty, it's not. This marketing tactic appeals to a very specific demographic, most of whom will never drink problematically. The fact that you identify as an alcoholic and happen to be part of this demographic doesn't mean it's appropriate to make sweeping generalizations about a fairly benign substance or the way it's proliferated. Alcohol isn't intrinsically harmful, and very few people who drink alcoholically declare being swayed by media. Those who do are also those who tend to have access to the power and resources (i.e. addiction) necessary to stop.