BUILT IN THE WINE TRADE, BACKED BY SCIENCE
I spent over 30 years in the wine trade, surrounded by alcohol through travel, tastings and dinners where drinking was part of the job. My own relationship with moderation was always a bit of a roller coaster, and with no real solutions available, I built my own system.
Choice O’Clock™ is one of the core tools to emerge from that work. The pause before the pour is not a motivational concept. It is decision science, applied to a moment that most people have never thought to examine.
When I wanted to cut back, there was nothing available that was purely moderation-focused
What existed was either abstinence-focused or superficial: a collection of hacks, challenges and quick fixes that assumed anyone drinking above guidelines must want to quit entirely.
Choice O’Clock™ is not that. It is a structured cognitive interruption built on the same decision science used in Special Forces training, surgical safety protocols, and elite business coaching. It works because it targets the mechanism that keeps automatic drinking behaviour in place: the moment before the pour, when System 1 has already made the decision and System 2 never got a look in.
I have no agenda to stop you drinking. The goal is to make every pour a decision, not to ban alcohol from being consumed. When you drink intentionally, you are choosing what is in your glass and why, rather than letting autopilot take over.
Experience that sits outside the recovery space
Since 2023, I have formalised my approach to moderation coaching, gained qualifications in alcohol moderation and ADHD coaching, published research articles indexed on Google Scholar, and founded the Alcohol Moderation Coaches Association™ to establish professional standards for a field that currently has none.
I am the only alcohol moderation coach in the world whose academic articles are indexed on Google Scholar. I am an ADHD UK Ambassador and a CPD Approved Provider. My coaching practice sits entirely outside the abstinence and recovery space by design.
I still drink. That is not a confession. It is a professional differentiator. I teach moderation from personal practice, not from the position of someone who found sobriety and wants you to do the same.
CHOICE O’CLOCK™ IS A CONCEPT BY ALCOHOL REDUCTION COACH™
Choice O’Clock™ sits within a broader system of alcohol moderation tools and coaching developed at Alcohol Reduction Coach™. If you are looking for structured, evidence-based support to cut back rather than quit, the BAC System™ is where that work happens.
Visit Alcohol Reduction Coach™