Cognitive Dissonance

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If you are out to dinner and are offered a glass of wine, you’ll most likely be questioned if you turn it down. We’ve been sold the idea that all but the hardest liquor is really quite soft. We’ve been taught to believe that wine is good for us. We’ve been taught that drinking is essential to having a good time. So how could you possibly turn down the drink, unless you have a problem.

Alcohol is the only drug in the 21st century that people will question you for not using.

In the 1950’s, 60’s and 70’s when smoking was the norm, non-smokers were considered “health freaks”. People smoked in restaurants, on airplanes, in their cars. There was smoke everywhere. The question, if you were an adult, was not if you smoked but what brand you identified with.



In those years, we knew that smoking caused lung cancer, but people were addicted. Smokers chose to hope that cancer “would never happen to them”. Gradually over time, with media campaigns and more and more people succumbing to the ravages of cancer, the percentage of the population of people who smoked declined.

At some point, restaurants started having a “non-smoking” section but it was small and usually a less desirable section of the restaurant. Over time and into the ’90s that reversed. The smoking section became the smaller and less desirable. And now in the United States, the smokers are the outcasts. Businesses no longer allow smoking inside their buildings and some not even on their property.


No smoking

What about Alcohol? People have been dying from alcohol-related causes and ruining their lives because of booze for as long as memory serves, yet those that choose not to imbibe are the outcasts. How kooky is that? In the 21st Century, alcohol is everywhere and most people will insist that daily drinking is healthy, normal and needed. If you are sober you are questioned as someone with a problem. Quite the opposite of those who chose not to smoke.


wine bottle - wine time

Now we are hard sold the idea that most alcohol is fun and healthy and really quite soft, while drinking is becoming every bit as much a health concern as smoking was 50 years ago. Alcohol Related Deaths are up 100% in the last Twenty years. Since the turn of the century, deaths attributed to alcohol have doubled. But people continue to drink daily and most assume that those statistics will not be their story. It will not happen to them.

I think there is some cognitive dissonance going on here. People don’t want to quit drinking because they think drinking is what they have to do. Alcohol is what they need to have fun and enjoy leisure time. When they see others enjoying life without booze, it contradicts those beliefs that justify their drinking. It makes then uncomfortable.

So SOBRIETY becomes what people see as the ball and chain, not the need to drink, not addiction to alcohol.

But where did we learn that we NEED to drink to have fun? To enjoy Life? To be Adult? Maybe that message came from exactly the same place that the message about the need to smoke came from.

I think it started here…

1972 Time Magazine’s cover story for the November 27, 1972 issue is: American Wine: There’s Gold in them Thar Grapes

magazine cover about wine time

This article helped bring awareness of California wines to the nationIn 1972, the American adult will drink an average of 2.4 gallons of wine; at the same time, French adults consumed 29 gallons, and Italians 30 gallons each….

And now we’re here State of the Wine Industry Report 2019

Beginning in 1994, the US wine business experienced a long trend of increasing consumption and consistently higher price points. The growth and premiumization of wine were driven by the longest economic expansion on record, coincident with the baby-boom generation entering their peak retail spending years. That expansion was then magnified by a series of key findings linking improved health to wine consumption. Twenty-five years later, the US is the largest wine consuming country in the world,

And sadly here….

Do moms need too much wine? Women’s drinking habits spark concern

The rate of alcohol-related visits to U.S. emergency rooms spiked by almost 50 percent between 2006 and 2014, especially among women, the government announced in January.

From 2000 to 2015, death rates for chronic liver disease and cirrhosis — often associated with alcohol abuse — increased 57 percent for women 45 to 64 years old, and 18 percent for women ages 25-44, the Centers for Disease Control and Prevention reported.

Problem drinking rose by 83 percent among women between 2002 and 2013, according to a study published last year in JAMA Psychiatry, an increase the authors called “alarming.”

Rethink the Drink. Question the truth of how soft, and healthy, the wine time routine you’ve been sold truely is. There is no better product to sell than one that is addictive. Most of us have no question that we are fighting addiction when we quit smoking. When we try to cut back on our drinking or stop drinking altogether, we’re fighting the same type of addiction. It is not the person drinking that is the problem. It is the drink and the culture that allows it to be hard sold as soft!

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Rethink the Drink BOOM!

You have been sold the “normaility” and seeming “healthyness” of this



But the “health benefits” of daily drinking, more than a tiny bit, are actually the biggest lie we’ve been sold since this


cigar publicity, related to modern wine time
263-270

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