It's both, even in those situations. By the time someone is doing that, it's likely they've been through years of habituation to alcohol and their brain is wired to respond positively to the stuff because of the effect.

To non-drinkers who have never drunk alcohol or have not for a long time, it seems these flavours don't work so well, and all wine is quite nasty (this is anecdotal data from observing such folk).

So yes, subjectively I love the taste of a good red, or a well made cocktail, or a fine rum. But the effect of the drug is bound up in my neurological response to it as well as just the flavour.