Damn right they pound it down. You would too, if all you had to drink was that crap, and you knew that there was an ambrosia known as single malt scotch elsewhere in the world. 
Hear, hear...habu sake, anyone? For the unitiated, it's sake (or awamori) infused with a pit viper, and the venom gets into the sake. Drink that, and you're flying, so they say. Also pretty expensive.
And when I was in Yokosuka, I learned the best way to get in with a Japanese family (especially if you wanted to see the guy's daughter for more than 10 minutes) was to bring over a bottle of Jack or other American whiskey. What cost us less than $10 at the exchange went for nearly $100 out in town.