I have been reading a lot about this recently and am fascinated about how the brain tricks us into seeking pleasure and avoiding pain. I have since found out that the pleasure trap (dopamine hit) does not actually make us happy but it is another neurotransmitter Serotonin that makes us happy.
Food interestingly, is needed to make serotonin and is made mostly in the gut. To make serotonin in the brain ( and gut) we need tryptophan (an amino acid - protein) which can cross the blood brain barrier to make serotonin in the brain . So I am working on the theory that if I reduce my dopamine levels (increased by alcohol and all addictive substances) and increase my serotonin levels I will not need alcohol to feel happy!