Could it be true that humans are hard-wired to seek mind altering substances such as caffeine, tobacco, psychedelic drugs, and alcohol? Alcohol is and was the most easily available intoxicant and historically different cultures throughout the world started drinking independently with no knowledge of the others.
I'm not saying that we can't enjoy ourselves. We all need something to cheer ourselves up from time to time, especially in a time of austerity when everything can seem so grim. Yet surely there has to be some better, cheaper, less in your face, way of doing it than by buying a bottle of Champagne you'd have a hard time picking up without the help of your faithful manservant.
It's simple. Take a wander in to your nearest wine store, or supermarket, and have a wee peak at the range of quality half bottles on their shelves. Not too many eh! In my time as a retailer I have lost count the amount of times where someone asked me for a half bottle of wine. Not everybody wants to spend money on a full bottle, especially if they only fancy a tipple once a week.