How silly it may seem but during last couple decades the beer commercials were 9 of 10 of all the commercials at the night time on TV. So it did hit the minds of young people that drinking as much bear as you can is cool. The beer vendors fight to death for customers since they can get unbelievable profit if they would became the most popular vendor for beer. Some years ago the ban for showing up the bear commercials at the day time was released and the discussions in government for this ban were quite hot.