Does "illegality" make drinking a more desirable risk?

In brainstorming factors that influence perceptions of risky-behavior, I couldn't help but wonder whether the mere fact that alcohol is illegal serves as a reason for adolescents to engage in the "deviant/risky" behavior. College officials have proposed the Amethyst Initative, which (I believe) essentially aims to lower the drinking age in order to curb binge drinking on campus and encourage "responsible" drinking as demonstrated by peers in countries with a lower legal drinking age.

http://www.amethystinitiative.org/

Thoughts?!