If we’re social drinkers, beer can be a big part of the rounds culture. Having a pint, and always a pint, can be important to us, as can the idea of keeping up with our friends. And as our drinking status progresses from novice to expert, even the type of beer can influence our behaviour as we align certain types and brands with our identity.
Wine and identity are even more intertwined with specific varietals, grapes and vintages (and, dare I say, price) held subjectively in higher regard than others. But at the end of the day, whether we’re drinking alone or with friends, it can be challenging to leave the bottle unfinished. After all, half of it is ours, right? And maybe, just maybe, our wine appreciation is a foil for our desire to drink a certain quantity.
Whiskey, gin, vodka, you name it, all have their associations and their appreciation cliques. Not to mention sophisticated branding that knowingly preys on our vulnerabilities, encouraging us to switch tribes or reinforce allegiances.
The point is we perceive that every drink gives us something more than just alcohol. And if we can reframe that, and see that drinks are simply vehicles to deliver alcohol, then we are that much closer to changing our drinking habits.