Over 30 years working in the wine world, I’ve met every kind of drinker.
The connoisseurs. The cautious. The accidental bottle-finishers.
These days, I’ve also studied the science behind them and have developed a structure to help people achieve what I thought would be impossible for myself.
What did they all have in common?
A version of this question:
“Why do I keep doing this, even when I said I wouldn’t?”
If that sounds familiar, you’re not alone. And you’re not weak.
You’re just working with a human brain doing its best with what it knows.
This post explores why we drink in the first place, why we keep going once we start, and what we can do about it.
Why we drink (and what actually helps)
There’s no single reason we reach for a drink, but in my experience, there are clear patterns.
Some coaches like to attach firm labels to drinkers — binge, emotional, social, habitual — and that’s their prerogative. But at ARC, we see it differently.
Most of us are a blend (like a good wine!). It depends on our mood, where we are, who we’re with, and what we’re trying to feel or avoid.
You might recognise yourself in more than one of these. That’s normal.
Think of them as a starting point, not a label.
1. The Switch-Off Drinker
That first glass marks the end of the day. You’re not chasing a buzz. You just want some quiet.
Pattern: dopamine dip meets transition fatigue.
Solution: Build a consistent wind-down routine that offers real relief instead of relying on alcohol to do the job.
2. The Taste-Driven Drinker
You love wine. You’ve trained your palate. This isn’t about escape. It’s about appreciation.
Pattern: sensory-seeking and reward-linked behaviour, especially in those with deep flavour literacy.
Solution: Smaller pours. Proper glassware. Premium water alongside. Slower pacing. Wine becomes a premium treat, respected rather than inhaled.
3. The Social Chameleon
You don’t drink much alone, but the company or context shifts your pace.
Pattern: social cueing and mirrored behaviours.
Solution: Use pre-decisions, confident refusals, and small tricks that help you keep the rhythm without losing your intention.
4. The Rewarder
Drinking feels like the finish line. A full stop at the end of effort.
Pattern: dopamine linked to task completion.
Solution: Keep the ritual, but rewrite the reward. Let satisfaction come from how you feel after, not just what you reach for first.
5. The Emotional Numb-er
Stress, sadness, boredom, loneliness. Alcohol feels like an off-switch.
Pattern: short-term cortisol suppression that rebounds hard.
Solution: Learn the feeling under the urge. Build better relief strategies. Swap sedation for regulation.
6. The Habitual Pacer
No big reason. No drama. It’s just what you do.
The fridge opens. The cork comes out. You’re on autopilot.
Pattern: location-based habit loops.
Solution: Add friction to the pattern. Swap location. Swap glass. Change the pathway just enough to notice.
7. The Occasion-Driven Overdoer
You’re fine most of the time.
But holidays, weddings, even Friday night, can open the floodgates.
Pattern: lowered inhibition paired with permission-giving environments.
Solution: Plan ahead. Have an anchor. Don’t pretend those moments are neutral when they’re not.
Most of us move between these roles depending on the day, the setting, or the people. That’s why rigid rules fail.
You don’t need one solution. You need the right tool for the moment.
Why one glass turns into more
You had a plan. One glass. Maybe two.
But then:
▸The dopamine drops. That initial lift fades and your brain wants it back.
▸Inhibition slips. You override your intentions without even noticing.
▸“Sod it” kicks in. One more can’t hurt.
▸ Everyone else is still drinking. You don’t want to be the one holding back.
▸ The goalpost shifts. You were relaxing. Now you’re chasing.
▸ It still tastes good. The wine’s great. The setting’s lovely. Why stop?
So what can you do about it?
If this sounds familiar, you’re not broken. You’ve just never been taught this stuff.
In our early adult years, drinking often felt like part of the script. It brought excitement, connection, and momentum.
But over time, life changes. There’s more to carry. More to protect. More that depends on you being switched on.
The transition from carefree to considered drinking isn’t something many of us were taught. We were left to figure it out for ourselves, often in silence.
At ARC, we fill in the gaps with science that makes sense and tools that work in real life.
I’ve put together the kind of structure in my courses that I wish someone had handed me years ago. Back when I started out, the health advice in France was le vin en modération, and my first boss joked it should really be l’eau en modération. These days, I definitely drink more water than wine!
The Essentials Plan
The Essentials Plan is where most people begin. It’s not a magic bullet, but it is a reset; a structured, supportive starting point.
Already, it has helped many people make meaningful, lasting changes in their drinking, energy, mood, and confidence (check out our client testimonials page here).
You’ll get:
▸ A personal Reality Check to help you get honest about where you are
▸ A Mood and Alcohol Tracker to uncover your patterns
▸ Bite-sized lessons with practical strategies you can use immediately
If you’re ready to see what it feels like to be in charge again, this is where it starts.
This week, following Bank Holiday Monday, the full course is just £49 (that’s £50 off).
Offer ends at midnight on Sunday 28 April 2025 and is limited to the first 100 applicants.
Click here to access the Essentials Plan
Use code: essentials50 at checkout
Thinking further ahead?
The Essentials Plan is just the beginning.
A more in-depth programme, Moderation Mastery, is currently in beta.
It’s designed for those who want to go further with deeper strategies, personalisation, and long-term structure.
If you choose to upgrade within three months, the full cost of the Essentials Plan will be deducted from your Mastery enrolment.
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