I love the taste, I love the feeling, I love the look, I love the social aspects of it.
In the military, the social order revolves around the consumption of alcohol. If you work hard, a cold beer at the end of the day with friends and co-workers feels good.
Unwinding at the end of the day is better with alcohol. Trust me.
Then again, winding up at the beginning of the day is better with alcohol too.
I am a social person, and being around people makes me feel good. When people gather, alcohol is usually being served. It is part of our culture.