Great post FreeOwl!
In some areas drink is getting more pervasive in as much as there seem to be more outlets were alcohol is available. That said, the number of places that are principally there to sell alcohol ie pubs, have been falling for many years now. (this is in the UK at least)
The other thing I have noticed is that drinking alcohol during working hours is fast disappearing so maybe at least for young people the culture around booze might be changing for the better at least for them.