Rarely drink anything on longhaul apart from the odd half glass in F just to taste what is on offer if it is interesting.
I will repeat the anecdote that I told earlier about my last trip back from HKG in F. When asked whether they would like champers or a cocktail after take off, 14 out of 14 pax opted for water. I think that says it all.
Generalised conspicuous consmuption seems to be mainly confined to J, and to J leisure routes at that. That also says it all.