People on Less Wrong are, in my limited experience, much less interested in drinking than average for their demographic.
When I was in high school, I never drank with my friends, really, and I didn't see the appeal of it. When I went to college I joined a social group that enjoyed drinking and, though I didn't really enjoy it that much in the beginning, eventually I did come to enjoy it. Now I still enjoy drinking a reasonable amount, and even getting very drunk on rare occasions where it seems like it would be fun. I think people here underestimate how many times you have to drink in order to enjoy it. My brother decided that it would be beneficial to try enjoying alcohol while he was in his late 30s, and he really had to put in some effort, but eventually, after perhaps dozens of parties where he forced himself to drink, he started to enjoy it.
Given how seemingly objectively unfavorable the flavor of alcohol is, it's likely that the only reason people find beer, wine or liquor enjoyable is because they are conditioned to associate that flavor with the positive effects it has on their mood. Heroin addicts find the idea of injecting needles into their arms to be enjoyable, even thrilling, so the power of association is almost arbitrarily powerful if you have something satisfying enough to associate it with.
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Would you mind explaining this a bit more? I'm confused. Why/when exactly do you think that drinking -> enjoying drinking more? Also, you say that people associate it with positive effects on their mood, but what originally produces those positive effects?
My theory is that the main reason people come to enjoy the taste of alcohol is because of conditioning. You drink alcohol and your mind detects the flavor of the alcohol. Concurrently, your mind begins to feel the psychoactive effects of the alcohol, which include improvement in mood, mild euphoria, decreased anxiety, increased self-confidence and increased sociability. This effect comes quickly, so you mind readily associates the two stimuli. Because of that association, you begin to enjoy the taste of the alcohol itself. So to explicitly answer your question, I think drinking leads to enjoying drinking more most of the time for people who haven't formed that association, and the original producer of those positive effects is the alcohol.
There is no bitter drink that people become connoisseurs of that does not have psychoactive properties that I know of (although I'd love to hear examples). Tea, coffee, beer, and wine all have psychoactive properties, and each has a following of people who work to detect minute flavor differences in them ("tasting notes") and say they are enjoyable. Given that many plants are bitter and are not psychoactive, isn't it suspicious that you don't find connoisseurs of drinking these other beverages, or that they aren't equally popular? Even the most common herbal teas are mildly psychoactive, I believe (e.g. chamomile, peppermint).