Indirectly, we will help reduce the self-medicating prodlem.

It's an incredibly simple concept. If you are taking medicine for something that hurts, you try to fix the hurt and eliminate the need for medicine. Stress, fear, anxieties, tension and related brain pain feelings are what alcohol 'helps' for moments, as it creates more harms.

The financial, emotional and physical harm related to alcohol is massive. 

That harm is also well disguised. Every year, it gets incrementally worse as we sell more, in more places, and the current solutions have very limited impact.      

Currently over 3 million people die a year, per the World Health Organization (WHO)​. 

That's about one person every ten seconds. Cumulatively since Prohibition, that's a far worse death toll than any pandemic or war, ever, anywhere.  “The harmful use of alcohol is a causal factor in more than 200 disease and injury conditions" (WHO).    ​

IT COSTS ALL OF US - Per the CDC in the USA: “Excessive alcohol use continues to be a drain on the American economy, according to a study released by the Centers for Disease Control and Prevention (CDC). Excessive drinking cost the U.S. $249 billion in 2010." 

Excess mental stimulation costs EVERY person thousands of dollars every year.

 This is hidden in extra taxes to pay for services related to cleaning up and managing all those physical and mental health issues. ​

Changing Thinking Changes Everything      

Imagine a world where we have a counter narrative, encouraging people to simply be their best selves, we think it can be a reality.