Companies will always do what they can to make profit, in the capitalist world that's always going to be the focus no matter what the product being sold!!
The regulation is were the blame maybe lies, but then alcoholics will always get their fix no matter what, there has been plenty of talk were I'm from about reducing alcohol content, minimum pricing for alcohol, health warnings on alcohol packaging etc etc
24 packs of alcohol and litre bottles of alcohol for example have all been reduced in price across stores this weekend because it's a public holiday, again the purpose is to make profit within the guidelines of the virtually none existent regulation on alcohol here!!