I wonder if some of this is generational.
Although I am as old as the hills, myself, I hang out a lot with younger people in BA, and they all drink normal amounts of alcohol- There is almost always beer and wine at the table.
And when I go out to see music, at places like Konex or Niceto or Matienzo, there is always drinking. Heck, at Konex, they only sell litres of beer, and the Fernet comes in liter size cups too.
I do notice a distinct lack of public drunkeness, particularly compared to english speaking or scandinavian countries.
In the US, or the UK, you see people falling down drunk in public all the time.
I almost never see that in Argentina.
I am not sure if this is generational. Sure my grandparents didn't have so much money to waste on alcohol as my parents (born in the 50's) had and did. Alcohol is introduced in a boy/girl by the family, when you are invited to take a sip of Spumante on great occasions. Of course they don't incourage you to get drunk, simply to taste some of the expensive stuff.
I think here wine cost as much as a soda, so this "enjoy the good things of life" way of thinking is not applicable. Plus, given the lack of taste in food hey have, no surprise it is the same also in the wines.
There is a drinking issue in now youngers (born in the '90s), because they are taking things to another level, and mixing it with drugs (I.e. Their kind of fun night means who passes out last, who is so drunk he would do something degrading and then tape him and ridiculize him publicly, etc)
I have had my fair share of alcohol binges during my university years but that was it. That was not Appreciating alcohol, that was just using it as a mean to socialize. Now I do enjoy beer and wine, and I have my own preferences.
Now in Argentina I drink alchol almost daily, but that means I have an aperitivo before lunch or before dinner, usually when I am about to start cooking.
If I am at a more formal dinner, e. g. Sunday lunch with the family, I'll have 3 or 4 glasses of wine but I won't get drunk!
I either drink beer, water or wine when having lunch/dinner, I can't stand that childish crap they use here (apple juice, diet coke, soda, wine and soda, sidra).
There is party/junkie drink and food drink, but they are two separates worlds for me!
A over sugared drink will cover/alter the food taste, I might actually get offended if they drink that shit to wash down the food I personally cooked like if it was some fast food crap!
R-E-S-P-E-C-T!