Drink Less Coach

Drink less without quitting.

I'm Alastair Cassie. I spent more than 30 years in the wine trade before researching the behavioural science of alcohol moderation. I then became a moderation coach and one of the very few in the UK who doesn't teach from a position of personal sobriety. Today I help people take back control of their drinking without having to stop, while still staying involved in the world of wine and sharing my discoveries and knowledge.

I've also become an accidental pioneer in an unregulated sector, so I've been publishing articles and research (some indexed by Google Scholar) and setting up a trade association to establish ethical and operating guidelines. I've built brands with different identities and purposes, each with its own website and social media presence, all within the alcohol moderation ecosystem. Along the way, I also picked up a wide range of web design and SEO skills that I share with local businesses.

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Alastair Cassie, founder of Alcohol Reduction Coach, holding a glass of red wine in a restaurant
Alastair Cassie, founder

Four sites, one philosophy

Every one of them is built on the same idea: alcohol should complement your life, not define it. Explore the ones that match where you are right now.

  1. If you love wine

    Only Wine DrinkersTM

    Enjoy it more, worry about it less.

    A box of curiosities for wine drinkers whose mindless drinking days are behind them, or who are working on it.

    • Unfiltered reviews: wines picked to help you drink less but better, judged on whether they're worth the units and worth the money.
    • Random wine knowledge: explainers, myth-busters and the odd eclectic fact, without a structured course.
    • Moderation wisdom: the middle ground between stark health advice and sober evangelism.

    We're a bit left field and like to do things a bit differently (like many good winemakers!). There is order to the chaos, though: there's a structure behind each section, and each piece is written two ways: how I'd tell a friend, and how I'd tell a wine geek.

    Step into the Wine Fan Zone

  2. If the pour happens on autopilot

    Choice O'ClockTM

    Stop. Think. Choose.

    A cognitive interruption for the moment before you reach for the bottle. Pour a glass of water, pause for 5 to 15 minutes, then choose. Either direction is fine, as long as it's a decision rather than a reflex.

    It's grounded in Kahneman's dual-process theory: the pause gives your deliberate, decision-making brain time to catch up with the habit. The site includes a free timer, the science behind the method, and coasters, magnets and mugs to act as a cue at home.

    Try Choice O'ClockTM

    Eligo, ergo sum.I choose, therefore I am.

  3. If you drink a few times a week

    Couch to ControlTM

    From autopilot on the sofa to drinking on your terms.

    The alternative to a white-knuckle Sober October or a joyless Dry January. A dry month proves you can stop for 30 days; it doesn't teach you anything for the other eleven months. Couch to ControlTM does.

    • A three-phase online course: Understand, Strategies and Mindset, with 17 short lessons and 12 months' access
    • A drinking pattern review, then a private 30-minute strategy call with me
    • A written summary of the strategies matched to your pattern

    £99 for all three, limited to 50 places a month. Most people notice fewer no-reason drinks from day one, and better sleep within 7 to 10 days.

    Join Couch to ControlTM

  4. If you drink most nights out of habit

    Alcohol Reduction CoachTM

    73% average reduction in alcohol consumption at three months.

    Personal moderation coaching for habitual drinkers who know willpower isn't working. It's built on the BAC (Balance and Control) SystemTM, combining 30 years of wine trade experience with behavioural science.

    • A personal strategy built from a 65-question onboarding questionnaire and video call
    • The BAC SystemTM operating manual, with audio, video and infographic summaries
    • Your Moderation MandalaTM: small daily changes across sleep, stress, food, work and more
    • Live coaching, accountability and a recalibration plan for the bad nights

    Self-guided from £299, coached programmes £499 to £999, bespoke from £5,000. Not sure where you stand? Start with the free Alcohol Footprint CalculatorTM or Am I Drinking Too Much?

    Explore the BAC SystemTM

Drink wisely. Wine is your sociable friend, not your therapist.

Built in the wine trade, backed by science

I spent over 30 years selling, tasting and talking about wine. That gave me an unusual view of drinking: I know exactly how the trade encourages you to drink more, and I've seen first-hand how often "just stop" is the wrong advice for people who simply want more control.

So I built a different approach. No sobriety preaching, no streaks, no shame. You set the target; I help you hit it and stay there. My moderation research is indexed on Google Scholar, and I founded the Alcohol Moderation Coaches AssociationTM to raise standards in the field.

"I went from drinking a bottle of NZ Sauvignon every night to 1.5 bottles per week, and it hasn't been difficult at all."

Louise, 54, Registered Nurse
  • 30+ years in the wine trade
  • Certified alcohol moderation and ADHD coach
  • Trained in behavioural science
  • CPD Approved Provider
  • Founder, Alcohol Moderation Coaches AssociationTM
  • Research indexed on Google Scholar
  • Member, ADHD Coaches Organization
  • Mental Health First Aider

Let's talk

Whether you want help with your own drinking, an expert comment for a story, a speaker, or to talk about moderation coaching and the standards behind it, I'm happy to hear from you.

Book a call

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