Oh I don't disagree that a lot of the bigger and corporate owned distilleries were doing it for the marketing, booze is a billion dollar industry.

When covid hit though, I was manager of a whisky bar and in close contact with a lot of the small batch/craft distilleries around Australia, and knew a lot of the distillers personally. The ones I know of that did switch to hand sanitizer were so small that it was literally an Instagram post to explain why their products weren't currently available. That was the extent of the marketing. They were literally just producing enough to give a weekly supply to the local hospitals so they didn't run out entirely before supply was back up.