It sounds like a savvy business move. My kids have been coming home from university and are not interested in alcohol when offered, other parents report the same. They really have a negative association with any drinking, in part because of the binge drinking they see at school, but they also associate craft beers, wines, and fancy cocktails with older generations that seem obsessed with waiting in long lines to sample the next cool IPA.

On the other hand, they are growing up in an era where weed is either legal or de-criminalized, so perhaps they just have more options.