I have worked for one of the world's most important alcohol distributors, and have been in contact with high execs in the org. They are concerned that young people are not drinking as much as before, not the other way around.
Interesting because a friend of mine is a transplant hepatologist and has told me that the number of young people needing liver transplants due to alcohol abuse is abnormally high.
I suppose both "young people are generally drinking less alcohol" and "more young people than ever are abusing alcohol" could both be true statements.
Yeah, it's quite possible that alcohol consumption is becoming more bimodal and young people increasing either drink too much or don't drink very much.
They're concerned about profits as any capitalist enterprise is, but if it makes you feel any better they are trying to innovate and find new revenue streams (ex: in digital technologies related to lifestyle and events - that's how I was involved with them), and not necessarily getting more young people to drink.
