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I think image has everything to do with it.
I was watching 20/20 a few months ago and they did an informal taste test with a group of self-proclaimed "vodka snobs" in Manhattan. Bill Ritter asked the snobs what their preferred brand was and all said Grey Goose, Belvedere, Ketel One, etc.
The blind taste test consisted of 6 small shots as well as 6 cosmopolitans made with premium brand vodka and one with Smirnoff, which is a call brand. Each one of the snobs picked Smirnoff as the "best" and Grey Goose as the "worst."
The 20/20 piece went on to talk about how they suspect these snobs were just drinking their premium brands because it sounds a lot cooler and sexier to order a Ketel One sour than to order the call or rail brand.
So in conclusion yes, I think a lot of younger drinkers do choose their drink based on image, which would hurt the Millers and the Buds of the world.
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"I have never made but one prayer to God, a very short one: 'O, Lord, make my enemies ridiculous.' And God granted it." - Voltaire
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