I am in no way offended by being offered wine or any other drinks, I simply like having a more personalised service. And I am, of course, more than happy to say “No thank you, a coke please”.
On my flight from ZRH earlier this week, the person sitting across the aisle from me was confused at the offer of wine with his meal and wanted something else and rather sheepishly asked the CC “do you have anything else other than wine?” Which would have been negated by asking “would you like a drink with your meal sir?” instead of asking if he had wanted wine.
I had not thought of those with an “unhealthy relationship” with alcohol and I am not sure of the best way to deal with a situation such as that.