If they feel they need to get audience members hammered to enjoy this piece of ... art... then that's how it will be. I will say, however, that it's sad this show can't be viewed on its own artistic merit (regardless of what it is based on or about). It's sad that we now have to go see Broadway shows, hammered, with extremely low expectations. Except nobody is saying anyone has to see the show that way. Whether or not they offer drinks during the performance, it is not about the amount that producers want people to consume. It hasn't even been determined that any of this is beyond rumors. But it sounds like you might be upset that the producers may not share your expectations for what the show should be and how it should be experienced.
Life will go on and the show will probably close within this year but it's a sign of the direction Broadway is going in. I bet the ROA team is thrilled to know they are so highly influential to the history of American theatre. So anything new that is tried completely changes the course of Broadway? Mmmm...not really. Some things work. Some don't. Remember the environmental seating of Dude and the renaming of sections as locales in the show's plot? Yeah, that didn't really catch on either. The reality is, this is probably more the topic of discussion on this board than any likely scenario being seriously considered.
There's a reason people have the choice to go see an obnoxious rock concert rather than a Broadway show. There should be a difference. There's also a reason people see one Broadway show rather than another. I don't think all Broadway shows are the same, nor should they be. Some of them are comedies. Some are tragedies. Some are like operas. Some are plays. Some don't fit neatly into a categorized box. And some of them actually are rock concerts. And all of them are theatre.
Oh, and some rock concerts are not obnoxious at all. People were better behaved at a Scissor Sisters concert than when I saw Legally Blonde.
I don't think selling drinks during the show is a good idea, either, mostly because it will be distracting and it is really unnecessary (and probably cost them more money than it's worth), but I wouldn't be so pretentious to think that BROADWAY is somehow too lofty to even entertain the notion. Broadway has never been too good to be bad. Ever. The very same theatres used to house Burlesque, Vaudeville, and *gasp* Cinemas. Behaving as if any theatre is somehow above the idea is pretentious snobbery that actually displays a certain lack of knowledge in theatre history.
"What can you expect from a bunch of seitan worshippers?" - Reginald Tresilian