The Normalisation nightmare

One thing I'm sure all people who set out on life of sobriety notice is the normalisation of drinking. It's literally everywhere and, quite frankly, it stinks. I notice it so much now. Adverts on TV/radio, in shops, online and obviously the deals in which alcohol is available so readily. 

I decided to try to make a mental note of the things I notice in this regard so I could write this very blog. Unfortunately, having a memory of particularly forgetful goldfish, this has proved quite tricky. But as I'm always armed with my mobile I started taking pictures of the things I discovered. 

So, recently I was out doing a bit of shopping with my wife and when we popped into a famous greeting card outlet something caught my eye which actually annoyed me. It was a selection of "amusing" drinking glasses with various ages imprinted on them. You know the kind of thing I mean. 18, 30, 50, that sort of stuff. 

"AMUSING" BIRTHDAY GIFTS.

Not the best picture I know so I'll take you through what they say. Clockwise from top left they say:-

1. 18 Alcohol. Because no epic story begins with mineral water/ 21 Please drink responsibly....as in don't spill any.

2. 30 Beer is the answer....what was the question? 

3. 50 Birthdays give you so much to drink about.

4. 60 Pints because you should do nothing by halves. 

Hilarious right? Wrong. I know these are just silly little gifts to give to people at milestone birthdays and manufacturers will claim they're innocent enough. But the fact remains that so many people buy these types of things without a second thought. It just reinforces the image that drinking is so normal. It also, to me anyway, seems to mock those of us who have struggled with alcohol dependency and now choose the sober path. 

Onto the next shop. We'll call this one "A pound less than two pounds" land. Now you're not going to be in there buying anything that important but, sure enough, we soon had a full basket and headed for the tills. Whilst we we're waiting I noticed a bag for life on sale behind the cashier. 

"SHOPPING BAG THAT'S SOOOO FUNNY"

Again, not the crime of the century but, as with the glasses, the fact that it's even there is the problem in my eyes. These things exist and barely anyone bats an eye. It needs to change on societal level so it's no longer the norm. 

Next, we're at the supermarket that rhymes with "Desco" and as we stroll through there looking for the things we need we walk past aisle after aisle of alcohol. Honestly, I think of you entered that part of the shop you could get lost!!! But not only the ailses. There were crates of beers and ciders at the end of so many other ailses too. Who thinks about buying beer when picking up cat food. (Actually, that used to be me but I digress).

It's shoved in your face at every turn but if I wanted to buy cigarettes - which I don't but bare with me - I have to cue up at a little counter and ask the cashier to open up a metal shutter and get them for me. It's like there hidden so well it's like trying to release a nuclear warhead when asking for them!!! 

How can purchasing these two highly addictive products be so different?!! It baffles me. I'll never fathom it out. I don't mean to come across all holier than thou about it and if I'm being honest I never thought anything of wearing tshirts with slogans such as "Buy this man a beer" and "Genius when drunk" on them so I'm certainly not above reproach, but it's simply not right. 

Unfortunately, it's not just in shops where we notice these things. When we dip our toes in to the online world, we notice even more. It's on memes and quotes. So many people post them. I'm not judging those who do so by the way. People are free to post whatever they want within reason. It's just another example of the acceptance of this drinking culture we see all around us. 

ANNOYING MEMES.

That's just the very small tip of a monumentally huge iceberg. And until such time that society changes it's view on this addictive, destructive and dangerous poison then future generations will still be at the mercy of alcohols evil clutches. You can have all the tiny slogans on the bottom of the screen during alcohol adverts in the world. That just scratches the surface of a huge problem. I believe education is key. If we teach people about it then, over time, the acceptance will hopefully dwindle down to nothing.

Now, if you'll excuse me, I'm off to buy a "Buy this man a lime & soda" hat!!!! What do you mean they don't exist?!!! This is an outrage!!! 

Until next time,

Phil.