Alcohol is Not a Reward System 

Does the idea of using alcohol as a reward or a way to commemorate special occasions feel natural? That was definitely the case for me, and it seemed as if the reasons for “earning” a glass of wine were never ending. It’s ingrained in our culture - celebrate a promotion with champagne, unwind after a productive day with a glass of wine, or mark a special anniversary with a toast. But have you ever wondered where this mindset comes from and whether it truly serves your overall wellbeing?

Why We View Alcohol as a Reward

From a young age, we’re often conditioned to associate rewards with consumable treats. As children, we might have been given candy for good behavior or an ice cream cone after winning a ballgame. These moments of reward create a pattern in our minds: pleasure and indulgence follow accomplishment. As we grow older, this association with treats doesn’t disappear, it merely evolves. 

Alcohol, with its immediate ability to alter our mental state and give us a “sense” of relaxation, can easily become an adult version of a special treat. It offers that same rush, that feeling of celebration and satisfaction. Over time, the idea that a drink is the perfect way to celebrate success, unwind, or even just reward ourselves for getting through the day, becomes deeply rooted.

The Impact of This Mindset

When we consistently turn to alcohol as a reward, we begin to blur the lines between celebration and routine. Every accomplishment, big or small, can start to feel like a reason to drink. This can easily lead to overconsumption, where alcohol isn’t just a part of life’s special moments, but a regular fixture in your daily routine.

The danger here is that alcohol becomes synonymous with success and pleasure. This mindset can hinder your growth, especially if you’re working towards a healthier, alcohol-free lifestyle. Alcohol might feel like a treat, but it can also be a roadblock - halting your progress and keeping you stuck in patterns that don’t truly serve you.

How to Shift This Mindset

Breaking free from the association between alcohol and success can happen with intentional mindset work. In my coaching programs, I walk my clients through the process of challenging their deeply held beliefs, both in the conscious and subconscious mind. Then they rewrite the internal script and replace their faulty beliefs with those grounded in truth and science. Once these new “mental pathways” are established, one’s mind automatically travels down the new path when prior triggers occur. 

Let’s look at minimalism, which prioritizes decluttering our spaces and enjoying simplicity. Imagine you’ve finally organized your previously overflowing home, creating a peaceful and clutter-free environment. Instead of rewarding yourself for this accomplishment by going on a shopping spree and purchasing new items that might eventually create more clutter, you could consider celebrating in a way that aligns with your newly organized life. 

For example, you could treat yourself to an experience that brings you joy, like a day trip to a favorite spot or a workshop on mindful living. These kinds of rewards not only honor your accomplishment but also encourage you to maintain the clarity and simplicity you've achieved. And that is the goal - to develop automatic responses to past triggers that are healthy and helpful, not counterproductive.

So, if you associate special occasions with alcohol, I encourage you to create new rituals that feel just as meaningful. This could be a luxurious bath with essential oils, a quiet moment with a favorite book, or even a special outing to a place that brings you joy. These new rituals can become your go-to ways of celebrating life’s moments, offering the high without the fall.

Before you dismiss this kind of change as too good to be true - because if you had told me five years ago that I’d be swapping my wine glass for a yoga mat, I would have laughed, too - consider the power of neuroscience. Our brains are incredibly adaptable, capable of forming new habits and pathways when given the right tools and motivation. This process, known as neuroplasticity, allows us to rewire our responses to triggers, reducing the cognitive dissonance that often keeps us stuck in old patterns. As you practice these new habits, your mind will start to align with your healthier choices, making lasting change not only possible but inevitable.

Honestly, what most people find is that what they are really craving is not the drink itself, but the desire to relish in their accomplishments and be acknowledged for their efforts. Find ways to give yourself that care without alcohol. By choosing rewards that nurture your growth rather than hinder it, you’re honoring your journey in a much deeper way. Ultimately, this leads to success and an arrival at your desired destination. And doesn’t that reward outshine them all?