MEDIA INFORMATION

Choice O’Clock™ is a proprietary cognitive interruption method that overrides automated habit loops and returns conscious control to the decision-maker. Developed by Alastair Cassie, a 30-year veteran of the premium wine trade turned behavioural science coach, the method applies Dual-Process Theory, popularised by Nobel Prize winner Daniel Kahneman, to the exact moment an automated impulse strikes.

By substituting rigid, abstinence-only frameworks with a structured conscious pause, Choice O’Clock™ provides a practical, evidence-based framework for behaviour modification across multiple domains: alcohol moderation, digital device use, impulse spending, and beyond.

Alastair Cassie is the UK’s leading non-abstinence alcohol moderation coach and the only alcohol moderation coach in the world whose academic articles are indexed on Google Scholar. He is the founder of Alcohol Reduction Coach™, the UK’s leading non-abstinence moderation coaching practice, and the Alcohol Moderation Coaches Association™, which he established to set professional standards for a field that currently has none. He is an ADHD UK Ambassador, a CPD Approved Provider, and a certified coach in alcohol moderation, ADHD, and behavioural science. He has over 30 years of professional experience in the wine trade and still drinks, which he considers a professional differentiator: he teaches moderation from personal practice, not from a position of sobriety.

The Choice O’Clock™ homeware range, handmade in London by Contrado, extends the concept into physical behavioural cues for the home environment.

For podcast hosts, radio producers, and print journalists. These questions are designed to draw out the most compelling aspects of the work.

1. What is a grey area drinker, and why do traditional binary recovery models completely fail them?

2. How does the brain trick us into a pour reflex without ever consulting our conscious decision-making centres?

3. You spent three decades in the wine trade. How did that shape your data-driven approach to coaching moderation?

4. Can you walk us through the actual mechanics of a tactical pause, and why naming your phone timer is a psychological game-changer?

5. How does neuroplasticity turn a temporary interruption into an automated long-term habit of conscious control?

6. Choice O’Clock™ uses the same cognitive interruption science found in Special Forces training and surgical safety protocols. How did you make that connection?