Welcome to week two of our April series of SNAPs (short novel and practical) on alcohol. Last week, I shared the reasons why I gave up drinking, celebrating 13 years sober. Today, I am unpicking the influence and paradox of alcohol.
I want to explore something I’ve been increasingly noticing—and perhaps you have too—the subtle (and sometimes not-so-subtle) ways in which we’re manipulated by alcohol marketing and advertising.
Every Emotion Has a Drink… Or So We’re Told
Alcohol companies have done something quite extraordinary: they’ve successfully linked nearly every human emotion or experience to a specific drink.
Feeling celebratory? Pop the champagne.
Feeling cosy? Pour a glass of red by the fire.
Sunny outside? Time for a Pimms or a Sol with lime.
Had a rough day? Reach for a stiff gin and tonic or a whiskey.
Fish for dinner? White wine, of course.
You get the picture.
It’s clever, powerful—and incredibly pervasive. The messaging is so embedded that we don’t even question it. We’ve been conditioned to believe that there’s a perfect drink for every moment. I used to fall into that trap too. But once you see the manipulation, it’s hard to unsee it.
TV & Film: Normalising the Pour
Take a moment to notice how often characters on TV or in films pour themselves a large glass of wine. Often, it’s not necessary for the plot, nor is it a storytelling device to signal stress or celebration. It’s just… there. And every time, it reinforces the idea that drinking is a default, even when it doesn’t make sense.
This kind of repetition matters. It shapes our behaviours, sometimes without us even realising.
The Paradox of Alcohol
Here’s the paradox—and it’s something I’m fascinated by, the paradoxes of wellbeing and performance:
Alcohol is marketed as something that brings us together, helps us relax, and makes us more confident and connected. But in reality, it can do the opposite. It can disconnect us from others, from our values, our sense of purpose, and even from ourselves.
Of course, I’m not here to preach or shame. This is about awareness and curiosity. If you’re having a drink, let it be because you truly want to—not because you’ve been nudged by an advert, the weather, or some well-worn cultural script.
Let’s Keep the Conversation Going
Have you noticed this too? Do you feel influenced by the marketing you see around alcohol, or do you think you drink purely as a personal choice?
There’s no right or wrong answer here. I’d love to hear your perspective—feel free to drop me a message or comment.
Until next week, take care and stay curious.
