Alcohol Sales Are Dropping. Here’s What That Really Means

Reality TV isn’t just entertainment, it’s a mirror. And what it keeps reflecting back is worth questioning. In this episode of That Sober Guy Podcast, Shane breaks down why reality TV consistently centers alcohol-fueled chaos, reckless masculinity, and emotionally unregulated men—and what that says about our culture’s relationship with leadership, performance, and sobriety. From dating shows and house-based dramas to competition series and celebrity culture, alcohol isn’t just present—it’s the engine. The louder the conflict, the sloppier the behavior, the better the ratings. But at what cost? Shane contrasts today’s reality TV landscape with earlier eras of television that celebrated responsibility, growth, and strong family dynamics—and asks a bigger question:Why does modern media reward dysfunction while treating discipline Sober Executive Performance Reset: A 12 Week Private Coaching Experience - APPLY HERE https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of That Sober Guy Podcast, Shane Ramer looks past the headlines and into what falling beer and alcohol sales actually signal about culture, stress, health, and how people are coping right now. This isn’t about shaming drinkers or celebrating bankruptcy filings.It’s about asking better questions. Why are legacy beer brands struggling?Why are younger consumers quietly opting out?And why does every conversation about declining alcohol sales still avoid the obvious conclusion? We unpack: The collapse of “drink because it’s normal” logic Why alcohol is losing relevance and not just market share How wellness, performance, and awareness are reshaping habits What the industry’s panic tells us about cultural change And why fewer people drinking doesn’t mean fewer people socializing That Sober Guy isn’t just about quitting alcohol.It’s about what happens after. Drop a comment:Do you think alcohol is actually losing cultural power — or just being rebranded? Sober Executive Performance Reset: A 12 Week Private Coaching Experience - APPLY HERE https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Credit articles for reference: https://www.foxbusiness.com/markets/beer-demand-weakens-corona-modelo-seller-says https://www.foxbusiness.com/lifestyle/popular-alcohol-brands-could-forced-sell-off-inventory-after-bankruptcy-setback Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every January, the same thing happens. Millions of people quietly stop drinking…Celebrities post their “reset” routines…Brands suddenly talk about “mindful consumption”…And then February hits, and we all pretend none of it mattered. In this episode of That Sober Guy Podcast, we break down the cultural hypocrisy around alcohol and why Dry January has become the only socially acceptable time to admit drinking might be an issue. We unpack: Why alcohol is the only substance you have to justify not using How celebrity culture glamorizes drinking, until it doesn’t What declining beer sales and bankrupt alcohol brands are quietly telling us Why “moderation” sounds responsible but rarely matches real life And how Dry January accidentally exposes a truth no one wants to say out loud This isn’t about shame.It’s about honesty, culture, and calling out the weird double standards we’ve all accepted. If you’ve ever wondered why quitting drinking feels harder socially than drinking every weekend…If you’ve ever done Dry January and thought, “Why don’t I feel like going back?”Or if you’re just tired of being gaslit by alcohol culture. This episode is for you. New episodes weeklyJoin our sober guy mens community The Victory Circle for more tips and connection. You don’t need alcohol to live a big life Sober Executive Performance Reset: A 12 Week Private Coaching Experience - APPLY HERE https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Dr. Oz recently said, “Don’t drink for breakfast,” while outlining the new food pyramid and it got Shane  thinking: why is alcohol still treated like the one socially acceptable drug? In this episode of That Sober Guy Podcast, Shane dissects the culture of “moderate drinking” and why society celebrates clarity only after chaos. From brunch cocktails to business happy hours, alcohol is everywhere, and yet health conversations barely touch it. Shane explores why this advice protects industry, normalizes avoidance, and keeps people numbing instead of thriving. He contrasts mainstream guidance with voices like RFK Jr., who emphasize real wellness, conscious food choices, and intentional living. This isn’t about shaming anyone, it’s about exposing cultural blind spots, questioning old habits, and seeing sobriety as clarity, freedom, and awareness. If you’ve ever wondered why “moderation” is celebrated more than awareness, this episode is for you. Sober Executive Performance Reset: A 12 Week Private Coaching Experience - APPLY HERE https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sobriety doesn’t just change your habits.It changes your social surface area and that’s where most men get uncomfortable. In this episode of That Sober Guy Podcast (the number one sober podcast since 2014), we break down a hard truth most people won’t say out loud: when you stop drinking, your social circle often gets smaller, but your leverage gets bigger. This isn’t about isolation.It’s about signal-to-noise ratio. We explore why sobriety naturally compresses relationships, how alcohol props up low-value social volume, and why fewer but clearer connections often lead to better decisions, stronger positioning, and higher performance. Inside the episode: Why sobriety exposes which relationships were built on access vs alignment How fewer social obligations create more focus, time, and strategic clarity The difference between social popularity and social leverage Why some people get uncomfortable when you opt out, and what that reveals How disciplined men often get mislabeled before they get respected We also unpack the trade-off most high-performing men face: short-term social friction in exchange for long-term authority, credibility, and optionality. If you’ve noticed your calendar clearing, your phone getting quieter, or your tolerance for surface-level conversations dropping since you stopped drinking, this episode will help you understand why that’s not a loss. It’s a recalibration. Bottom line:Less noise. More signal.Fewer circles. Greater leverage. Listen to Episode 570 to reframe what sobriety is really doing to your social life and why the right rooms come later. Join our FREE online mens community at ThatSoberGuy.com If you’re a high-performing executive, founder, or operator ready to sharpen clarity, increase leverage, and build a life that actually compounds, learn more about the Executive Performance Reset, a 12-week private coaching experience designed for men who are done playing small. Apply at thatsoberguy.com/coaching. Sober Executive Performance Reset: A 12 Week Private Coaching Experience - APPLY HERE https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Music - Going Late courtesy of Humans & Haven Sounds Inc. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Alcohol isn’t a reward. It’s not a release. It’s a performance tax and in this episode, we prove it. On this week’s That Sober Guy Podcast (the number one sober podcast since 2014), we break down how even “moderate” drinking quietly drains focus, fragments sleep, dulls urgency, and taxes next-day execution. Drawing from real-world patterns and insights from the Sober Male Index, this episode exposes what most men feel but can’t quite name: you don’t feel hungover, you feel slightly off. We cover: How alcohol disrupts sleep, cognition, and emotional regulation Why the biggest sobriety gain isn’t motivation, it’s baseline clarity The cultural protection around alcohol and why opting out makes people uncomfortable How alcohol delays stress, then charges interest Why “I don’t have a problem” is the wrong metric. and ROI is the right one If you’re a high-performing man, an executive, founder, or leader, this episode will challenge you to audit what’s quietly leaking your energy and compressing your edge. Bottom line:If it costs tomorrow, it’s not a reward.Clarity compounds faster than motivation. Learn more about the Sober Executive Performance Reset, a 12-week private coaching experience designed to help serious operators remove the tax, sharpen execution, and reclaim leverage. Sober Executive Performance Reset: A 12 Week Private Coaching Experience - APPLY HERE https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Music - Going Late courtesy of Humans & Haven Sounds Inc. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Check out Shanes New Book, Sober Guy How Do I - https://a.co/d/81ZIgtE Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout AMPLIFY Sober Voices Event - https://amplify.soberliferocks.com/ Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Music - Going Late courtesy of Humans & Haven Sounds Inc. National Suicide Prevention Lifeline - 1-800-273-TALK (8255) Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of That Sober Guy Podcast, Shane sits down with friend Jason Coombs, a guy who’s been in the recovery trenches long enough to tell it like it is, and still hold a huge smile of gratitude. Jason is the Founder and President of Brick House Recovery, a nationwide network of outpatient treatment centers helping people (and families) navigate substance abuse and mental health with personalized, no-BS care. With 15+ years in addiction recovery, Jason has helped thousands of people reclaim their lives, and their sanity. He’s also the bestselling author of Unhooked and the host of the Get Unhooked Podcast, where he focuses on real-world help for families dealing with addiction. Connect with Jason Jason’s Book – Unhooked:https://a.co/d/6lbtcbv Listen to the Get Unhooked Podcast:https://podcasts.apple.com/us/podcast/get-unhooked-podcast/id1793172489 Check out Unhooked Family Programs: https://www.liveunhooked.com/shane Check out A Warrior Heart Boot Camp and use promo code SOBERGUY at checkout to get $100 off any 2026 Boot Camp!https://awarriorheart.com/ If you’re sober-curious, newly sober, or decades in but still feel “hooked” in other areas of life, this episode is for you. ️ Connect with Shane Join the FREE Sober Guy Men’s Community – The Victory Circle:https://thatsoberguy.com/victorycircle Grab Shane’s new book: Sober Guy, How Do Ihttps://thatsoberguy.com/book Apply for 1-on-1 Coaching with Shane:https://thatsoberguy.com/coaching Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In Episode 566, we sit down with two new powerhouses in the sober movement, Margy Schaller & Laura Nelson from Sober Life Rocks to talk about owning your voice, breaking the stigma, and why 2026 is the year sober folks step into the spotlight loud and proud. Together, Margy and Laura are on a mission: make sober choices normal, celebrated, and loud enough to shake the walls of the Orlando Convention Center. And speaking of Orlando… AMPLIFY Sober Voices — The First-Ever Sober Influencer Event January 15, 2026Orlando, FloridaA one-day, purpose-driven experience for:– Sober influencers– Podcasters– Coaches– AF brands– Wellness leaders– Recovery advocates– Sober-curious creators– ANYONE ready to be seen, be heard, and expand their sober impact If you’ve ever said, “I feel called to share my story… but I don’t know where to start,” this is literally the room for you. In This Episode We Cover: ️ Why normalizing sober choices matters now more than ever️ What it means to become “sober out loud”, even when it’s uncomfortable️ How to build confidence, community, and impact in the alcohol-free space️ Why sobriety is becoming a strength in business, leadership, and culture️ Why AMPLIFY might be the most important sober event of 2026 Actionable Takeaways from Today’s Episode 1️⃣ Start Saying It Out Loud (Even If Your Voice Shakes)Your story matters. The more you own it, the more you help someone else own theirs. 2️⃣ Build Your Sober CircleConnection fuels momentum. Whether online or in-person, find your people or come meet them at AMPLIFY. 3️⃣ Your Sobriety Is an Advantage, Not a LimitationIn business, leadership, creativity — sober clarity is a superpower. Use it. Tune in, laugh with us, learn with us… And if you’re feeling that nudge to step into a bigger version of yourself, come join Margy, Laura, and an entire room full of sober leaders in Orlando: AMPLIFY Sober Voices — January 15th, 2026Where sober creators go from “Who am I to share?” to “Who am I not to?” Let’s get after it. Let’s stay sober. And let’s amplify voices that the world needs to hear. AMPLIFY Sober Voices Event - https://amplify.soberliferocks.com/ Check out Shanes New Book, Sober Guy How Do I: REAL ANSWERS FOR MEN WHO WANT TO QUIT DRINKING, LEAD STRONG, AND WIN AT LIFE - https://a.co/d/81ZIgtE Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Music - Going Late courtesy of Humans & Haven Sounds Inc. National Suicide Prevention Lifeline - 1-800-273-TALK (8255) Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Boredom used to be that thing you tried to avoid with a barstool and a bourbon. Now that you’re sober(ish…or working on it), boredom hits different. It’s quieter, sneakier, and honestly, kind of uncomfortable. In this week’s episode of That Sober Guy Podcast, Shane breaks down one of the biggest early sobriety traps straight from Chapter 4 of his new book Sober Guy, How Do I — how to handle boredom without losing your mind or your momentum. We’ll talk about: Why boredom isn’t actually the enemy, and what it’s really trying to tell youHow alcohol used to be a “shortcut to stimulation,” and why your brain needs a little re-trainingWhy high performers, business owners, and dudes who’ve lived life in the red zone struggle with quiet time more than anyone. Practical strategies to turn boredom into clarity, purpose, and progress (yes, really) Shane keeps it authentic, honest, and slightly ridiculous, sharing stories from his own recovery journey plus some tools that have helped hundreds of men inside the Victory Circle community deal with downtime without sprinting toward the freezer for an IPA. If you’ve ever found yourself pacing around the kitchen muttering “I just need to DO something,” this one’s for you. Actionable Takeaways ️ Do a 5-Minute Mental Check-In:Ask yourself: “Am I bored? Or am I avoiding something?” Write it down. Name it. Call the BS out loud. ️ Create a Boredom Menu:List 10 things you can do instead of drink when boredom hits — walk, push-ups, cold shower, call a dude in the community, read 3 pages of a book… whatever works. ️ Schedule Your Downtime:Don’t wait for boredom to attack you — plan to be “unproductive” on purpose. Structure actually creates freedom. Want to go deeper? Join our FREE men’s community — The Victory Circle to connect with other high-performing guys who are quitting drinking and leveling up in business, marriage, health, and mindset.Grab Shane’s new book, Sober Guy, How Do I, on Amazon and get all 12 chapters of practical, no-nonsense sobriety guidance.Apply for 1-on-1 coaching with Shane if you’re ready for serious accountability, clarity, and momentum in your sobriety and life. Listen in, laugh a little, and remember — you’re not “bored,” you’re becoming awake. Let’s go. Check out Shanes New Book, Sober Guy How Do I: REAL ANSWERS FOR MEN WHO WANT TO QUIT DRINKING, LEAD STRONG, AND WIN AT LIFE https://a.co/d/81ZIgtE Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout AMPLIFY Sober Voices Event - https://amplify.soberliferocks.com/ Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching Invite Shane to Speak - https://www.thatsoberguy.com/speaking For More Resources go to http://www.ThatSoberGuy.com Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/ Follow us on Instagram @ThatSoberGuyPodcast Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast  Follow us on X @ThatSoberGuyPod Music - Going Late courtesy of Humans & Haven Sounds Inc. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.