I work with alcohol and pharmaceutical companies on web work daily, their legal teams are pretty crazy about such things. Most want to know if you're of age and are extremely careful about storing any data.
They definitely target their marketing as you touch on above, but largely when someone visits an alcohol site, it's for a specific brand. Consumers rarely visit the distributor site such as Diageo, unless driven there by some other means.
I'm waiting on some of the higher end alcohols and wines to build online communities for discussing a particular year of wine, batch of whiskey (single barrel jack bottles come with a unique number), etc.
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They definitely target their marketing as you touch on above, but largely when someone visits an alcohol site, it's for a specific brand. Consumers rarely visit the distributor site such as Diageo, unless driven there by some other means.
I'm waiting on some of the higher end alcohols and wines to build online communities for discussing a particular year of wine, batch of whiskey (single barrel jack bottles come with a unique number), etc.