Were? Smoking isn't very cool anymore, but drinking is still pretty cool. It's losing popularity in some circles, but in pop culture, rappers are still in the club ordering bottles, and not of Voss. Weed has a big chance to shake up the alcohol industry, because you can smoke like a Cummins 12-valve until you pass out, then feel fine the next morning. You also don't die if you have too much to smoke. It does have to do some work to get out of the goofy / high schooler / college bro image, but I think they can make it classy (esp stuff like vape pens...the whole blow torch + dabber + water pipe thing has pretty limited appeal because it's too involved and conspicuous).

Coming soon to a state near you.