Because binge drinking isn't just accepted, it's encouraged? From fraternities and sororities, to football tailgating, to Super-Bowl parties, to Mardi Gras and Saint Patrick's Day, the public perception is if you aren't getting shitfaced, you're doing it wrong.
But there is some good news, I guess:
https://www.nbcnews.com/news/us-news/beer-drinking-america-falls-lowest-level-generation-rcna131478
"For the first time since 1999, he said, beer shipments were on track to fall below 200 million barrels."
Article talks about the variety of sugary alcohol drinks pulling from beer, but I expect legal weed is taking a share as well.