What if everything you believe about alcohol...isn't true? Culture has framed alcohol solely as an "alcoholic" issue—but it’s a wellness issue affecting many. We need a new conversation about the harms of alcohol norms, “moderate” drinking, and the impact on wellness.
Psychology, Science & Common Sense
Reframe
Reframe your beliefs about alcohol through the lens of psychological research, outdated social “norms”, and current health science.
Rethink
Rethink your beliefs, behaviors and habits around alcohol with this new evidence-based awareness—rooted in science, experience, and common sense.
Restore
Restore
Restore your relationship with alcohol—whether that's just curious exploration, cutting back, or quitting altogether. Change is easier than you think.
We don’t need science to tell us alcohol isn’t good for us—we feel it. It leaves us foggy, anxious, drained, and emotionally low. So why do we keep treating it like self-care? Is alcohol helping you—or holding you back?
Amy Sorrells
Time to challenge outdated alcohol norms.
Drinking exists on a spectrum—it’s not binary
Millions choosing to live alcohol free and loving it
Drinking exists on a spectrum—it’s not binary
Society labels us either an alcoholic or a social drinker who drinks in "moderation". But alcohol use exists on a spectrum, not a black-and-white issue. Most people fall somewhere in between—not physically dependent, but still affected in ways that impact mental and physical health. Studies show that up to 70% of people who drink would register as mild or moderate on the Alcohol Use Disorder (AUD) scale. The binary language of “alcoholic” vs. “social” drinker prevents people from asking honest questions about their drinking.
Alcohol isn’t a health food—and it never was
Millions choosing to live alcohol free and loving it
Drinking exists on a spectrum—it’s not binary
While past headlines suggested red wine could be good for your heart, current research tells a different story. Even moderate drinking—just 1-2 drinks—has been linked to increased risks of cancer, brain shrinkage, disrupted sleep, and higher anxiety. The World Health Organization, CDC, U.S. Surgeon General, and major cancer research groups now agree: no level of alcohol consumption is considered safe. The risks aren’t limited to heavy drinkers—they affect people across the entire spectrum.
Millions choosing to live alcohol free and loving it
Millions choosing to live alcohol free and loving it
Millions choosing to live alcohol free and loving it
Our culture glamorizes, normalizes, romanticizes, and encourages alcohol. From book clubs to ads to media, it’s everywhere—portrayed as essential to a vibrant, fulfilling, social life. But this belief isn’t rooted in facts; it’s the result of decades of cultural conditioning. Alcohol is approaching a turning point in public perception—much like smoking once did. Millions are choosing to live alcohol-free—not because they have to but they want to. And they are discovering greater clarity, deeper presence, and more fulfilling, happier lives.
Rather than urging people to ‘drink responsibly,’ we should be raising public awareness of the range of harms associated with alcohol consumption.
Dr. Carina Ferreira-Borges, World Health Organization
Hidden Health Crisis
Even moderate drinking increases cancer risk, harms the liver, damages brain health, increases anxiety and risk of depression, and disrupts sleep.
The Psychology of Alcohol
Beliefs aren’t facts. They’re learned—and can be unlearned. Your brain can rewire itself.
Wellness and Prevention
We use prevention everywhere—except with alcohol, where we wait for crisis and call it a disease.
About Us & Services
We help reframe and rethink outdated alcohol norms by challenging the beliefs and behaviors that have shaped our culture for too long. We’re not AA, and we’re not here to define anyone by a label. We’re creating space for a new conversation—one rooted in wellness, informed by psychology, science, and common sense.
We’re on the cusp of a cultural shift.
Millions are getting curious, cutting back, and going alcohol free.
Like smoking before it, alcohol is losing its shine as more people wake up to its harmful effects. Emerging research is dismantling the myths of moderation, empowering individuals to rethink their drinking habits. Millions are choosing an alcohol-free lifestyle — not because they have to, but because they want to, and are proving that a vibrant, fulfilling life doesn’t require alcohol.
The question isn’t whether you can drink, but whether it’s truly serving you. Small changes can have a big impact, and if you decide to leave alcohol behind, you’re not alone. You’re at the forefront of a movement — one that prioritizes health, wellness, and your best self.
