What would you like to drink? – Part 1

Why is it that alcohol is seen as a luxurious treat? Many brands suggest that you are investing in yourself by buying alcohol.  For those of us that have been susceptible to an alcoholic tipple or two, we know all too well how it can affect the brain; our ‘compos mentis’ and our inhibitions . But were you aware that this effect is actually caused by the depressant released through alcohol consumption which ultimately slows down the brain?

Our bodies recognise alcohol as a poison and starts working hard to process the alcohol out of the body at the rate of 1 unit per hour. Higher levels of intoxication occur as the body has too much alcohol to process out and there is less blood for the brain. Over indulging to excess causes not only dehydration but the ‘shrinking brain’ which ultimately causes your brain to separate from the skull. This is why most of our heads pound the morning after.

I’m not against alcohol; in fact I enjoy a tipple or two. I know people that thrive on the stuff. I also know of people who get a tummy or headache before they even feel tipsy. Drinking alcohol is the opposite of drinking water. Water hydrates you and alcohol dehydrates you.

Alcohol is linked to the importance of the pub in our culture. In a time before the web, TV and radio the ‘public house’ was a place of warmth, company, music and entertainment. We are now less reliant on the pub for a good time but these associations with alcohol and the ‘good time’ is still strong. Drinking socially at home before heading into town, dinner parties, and booze cruises when holidaying abroad – there’s a mix of ways in which we associate a good time with alcohol in fuelled fun.

What the body really needs is hydration so it can deliver vitamins to our cells and process the toxins away. Can you have a good time drinking water? If we all drank tap water at the pub how would they make any money? What would our friends say to us if we had a pint of tap? If there is one thing for certain it is change. We predict a future where water has more value, and the business models for social venues will change. Research suggests that today’s youth are consuming less and less – possibly down to the expense of it, as alcohol is increasingly being taxed more and more, as is the sugary mixers that often accompany it. Let’s face it, that first pint of lager many moons ago wasn’t an enjoyment – in fact it was just plain horrid. But we drank through it, we managed it and we acquired a taste for it. With such vast options available now though, the ‘young’ don’t force themselves through the pain – and why should they? Why should we discourage such a culture change? If we can make that ‘pint of tap’ fashionable, the next generation may see no issue with requesting it socially.

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