Well, think of it this way: people would benefit from it if there were a solid chance that the positive benefits outweighed the side effects of alcohol consumpt

Well, think of it this way: people would benefit from it if there were a solid chance that the positive benefits outweighed the side effects of alcohol consumption, reliably. People might even be slightly buzzed all the time if such were the case. But of the people (afaik) who drink when working, do they try to convert others to do the same, for an easy upgrade or enhancement of work ability? I find, not so much. So, I think it may just be a catchy meme foremost than a trend to keep up with, probably helps that regular drinking is not out of the ordinary in SV or NY, etc..