Why food equivalents are useful
Research consistently shows that people underestimate the caloric contribution of alcohol. Stating "a bottle of wine contains around 600 kcal" is accurate but abstract. Presenting the equivalent as "similar to three large croissants" tends to be more intuitively meaningful — our brains calibrate food quantities through direct experience rather than numbers.
This approach is neutral: there is nothing inherently "worse" about alcohol calories than food calories from a purely energetic standpoint. The comparison is simply a communication tool to bridge the gap between an abstract calorie count and something more experientially graspable.