I has a question:

Why has beer become more popular than spirits in modern society?

Comparing products of even quality (in this case Maker's Mark to Heineken, I think that's pretty fair right?):

-Spirits cost less per standard drink
-Taste better
-Look cooler
-Contain fewer calories

I will concede 2 points to beer, it is more refreshing and can be consumed with food. But, cocktails are even more refreshing than beer, so, unless they are eating simultaneously, why do most people opt for beer?