by Kerri MacFarlane | Jan 14, 2023 | Alcohol Free, Big Alcohol, Early Sobriety, Expectations, Resources
406 episodes of the Recovery Elevator Podcast were released before there was an intro with the main message being addressed to Big Alcohol. Why do you think that is? That’s a lot of Mondays to not tell Big Alcohol what we think, (or where to stick it ?). Why wasn’t this addressed before episode 407: A Message to Big Alcohol…?
Well, like Paul said…we have limited time together and it feels like a better use of our time discussing how to build a new life that no longer requires alcohol, instead of fighting Big Alcohol, or fighting the past.
In fact, although you may not feel like it right now…if you keep moving forward, if you don’t quit quitting, and you keep doing the next right thing, one day at a time…you may just find yourself thanking Big Alcohol for giving you the life you have today. Crazy to imagine, right? I know it was for me. But it absolutely is true today. I am thankful for where my struggle with Big Alcohol has led me.
So here we are…let’s call out a couple of things regarding Big Alcohol, and maybe, there is a way we can work together.
First off, let’s get real for a second Big Alcohol. We both know your business model doesn’t survive off normal drinkers. Your lights are on, your doors are open, salaries are paid because of problematic drinkers…aka: alcoholics.
This is called the 80/20 rule in business and for Big Alcohol, it’s probably a 90/10 rule. This means that 90% of revenues are coming from 10% customers.
Let’s take a normal drinker. This is someone who buys a six pack of Coors Light, drinks 2-3 beers, and the remaining 3-4 cans sit in the refrigerator in the garage for the next couple weeks or months.
That is one type of customer.
Then take the alcoholic. This is someone who buys a 12, 18, 24, or 30 pack of Coors Light… daily. Where do you think your revenue is coming from? This question is rhetorical because they already know this.
Big Alcohol, we bring this up because there needs to be accountability on your part…and here’s some reasons why:
◾️Yes, it’s the individual who is drinking excessively, but the data and science support that alcohol is the most dangerous and addictive drug on the planet.
It kills more people each year than every other drug combined. An estimated 40-75% of occupied hospital beds have underpinnings to alcohol. In 2010, a Doctor named Dr. David Nutt, hired by the British government, was tasked to put a harm score on the world’s 20 most addictive drugs. Alcohol came in at #1. In 1958 the American Medical Association classified alcoholism as a disease.
◾️No amount of alcohol consumed is beneficial to the consumer.
This a myth that you, Big Alcohol, tries to perpetuate. In the Mid 2010’s the government funded agency the NIAAA (National Institute on Alcohol Abuse and Alcoholism) performed a study to see if alcohol consumption was good for you.
The answer was…YES. Say whattttt?? ? However, it then became known the study was funded by Big Alcohol. No surprise the answer was yes! ?
In reality, no quantity of ethanol is good for you. The Huberman Lab Podcast has a fantastic episode about the effects of alcohol on your mind and body. The Stanford University Neuroscientists confirmed that no amount of alcohol is good for you.
◾️And let’s talk trash, garbage or waste.
A couple months ago Paul had new brakes installed on his vehicle and he rode his bike home from the mechanic after dropping off his truck. He took a scenic county road home for about 7 miles. While hugging the side of the road he was astonished by the amount of empty alcohol containers that littered the shoulder.
Keep in mind, this was in the part of the grass that had been maintained. Paul said he guessed there was triple or quadruple the amount of empty bottles and cans in the taller grass. (Now to be fair, he did see empty gatorade bottles, and trash that was not related to alcohol, but he said if he had to guess it was a 10/1 ratio.). Paul estimated there was an empty alcohol container every 100 feet (and that’s a safe estimate). With some easy math that put 52 bottles, or cans, every mile totaling over 350 pieces of trash on his 7 mile bike ride. That figure would be way higher if one were to walk through the taller grass.
This past October Paul did a retreat in Peru. One of their tasks was to pick up trash around a sacred temple about 20 miles outside of Cusco, which once was the capital of the Inca Empire. They filled about 4 trash bags, and again about a 10/1 ratio of alcohol containers to other trash.
Big Alcohol’s footprint is all over the globe; societal wreckage, physical disease, and in the form of excessive trash.
As human beings there is a goal that many of us share. That is to make this world a better place. ??
Big Alcohol, let me ask you this question, are you making the world a better place?
What impact are you having on society? On the fabric of family systems? Are you adding or subtracting to this world? Are you a net benefit? Or a net drain? What do you stand for Big Alcohol? Are you okay with your customers discarding your product waste into nature? Into my backyard? Into your backyard? Big Alcohol, your name, your brand, your message is on these containers that end up in our streams, rivers, and oceans. By all concerns you are still tied to the product, but you are not shouldering the burden after the monetary transaction has taken place.
This. Needs. To. Change.
As we all work on cleaning up our internal wreckage and chaos it’s time that you, Big Alcohol, start doing the same.
We here at Recovery Elevator are calling you out, Big Alcohol, to lean up your mess. A disproportionate amount of trash in nature is yours. It’s the RIGHT thing to do – to pick it up. We have a yearly service project at Recovery Elevator, and we’d love your help. Maybe take 1/2 a percentage of your marketing budget and help us out.
Big Alcohol, if you want to work with us, we’re open to it. Our email address is info@recoveryelevator.com.
by Kris Oyen | Dec 5, 2022 | Podcast
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Episode 407 – A Message to Big Alcohol
Today we have Jeff, 48, from Joplin Missouri with 13 days of sobriety at time of recording
Registration for Restore opens December 1. https://www.recoveryelevator.com/restore/
Exact Nature: https://exactnature.com/RE20
Highlights from Paul
For the first time in this podcast, Paul speaks to Big Alcohol. Why now? We have a limited time together on each episode he has felt that discussing how to live a better life without the stuff is better use of our time.
He addresses the fact that Big Alcohol’s greatest customers are the alcoholic/problem drinkers and not the “normal” drinker that has one or two beers and the rest sits in the fridge for months. They are also responsible for perpetuating the myth that alcohol consumption is good for you. Spoiler alert: it’s not. The Huberman Lab Podcast has an episode that dives deep into the effects alcohol has on the brain/body. (https://hubermanlab.com/what-alcohol-does-to-your-body-brain-health)
The amount of trash that can be found on the sides of the road is about a 10/1 ratio alcohol related vs. non-alcohol related. Paul asks if Big Alcohol is ok with the remnants of their product being strewn all over the planet via human wreckage and excessive trash.
Paul clarifies that his goal is to not fight with Big Alcohol. His battle with alcohol and alcoholism made him who he is today, and he appreciates that.
But maybe they would be willing to share just a half of a percentage point of their marketing budget to help us clean up the mess their product has created both on humans and on our planet. We’d be interested to collaborate on our next service project. You can reach us at info@recoveryelevator.com
Better Help: www.betterhelp.com/elevator – 10% off your first month. #sponsored
[10:59] Jeff lives in Joplin, MO currently, but grew up in NC. He has a wife and three children aged 6, 4 and 8 months. He recently started his own business and enjoys golf, reading, creative writing and poetry, and writing and playing music.
Jeff took his first drink with a friend at home when he was 17. He remembers the occasional drink at a party in high school but didn’t really start drinking until he turned 21. Through his 20’s drinking was part of life. He was able to cut back or quit drinking whenever he felt it was getting to be too much.
Jeff says he didn’t have a true rock bottom moment but after an incident that found him ramping up his drinking, he chose to seek some counseling for PTSD. He started to realize that the way he had been drinking and handling life was becoming unsustainable. He wants to be present for his family and didn’t feel that he was able to enjoy life while drinking.
Jeff found himself going to his first AA meeting in many years 13 days ago, has found a sponsor and attends meetings daily. He has been staying busy with home projects and acts of service and feels that working with his hands relieves stress and helps him avoid getting lost in negative thought patterns.
Jeff doesn’t have a long-term goal in sobriety, he is just taking it day by day. Right now, he just wants to be sober and process his emotions without alcohol and enjoy his family and the life he has built.
[47:57] Paul’s Summary
Socrates said the secret to change is to focus all your energy not on fighting the old but on building the new. Mother Teresa said she would not participate in wars on hunger or on terrorism because there is an equal amount of disproportionate energy on the other side. Much like we have seen with the war on drugs: trillions of dollars wasted to learn that you cannot punish addiction out of people. If someone from Big Alcohol is listening, please don’t feel attacked, we want to work together in cleaning up the planet.
Resources
Connect with Cafe RE – Use the promo code OPPORTUNITY to waive the set-up fee.
Recovery Elevator YouTube – Subscribe here!
Sobriety Tracker iTunes
Recovery Elevator
This isn’t a no to alcohol, but a yes to a better life.
I love you guys
by Paul Churchill | May 1, 2017 | Podcast
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Julie, with 92 days sober, shares her story………
Big alcohol companies like to blame the individual rather than the poison that they sell. The liquor industry spends millions of dollars on advertisements that tell us we should drink responsibly. If we do not drink responsibly, than we are to blame. We should know when to say when, right? The facts show that alcohol kills 85,000 people each year. But to the companies selling the booze, money is the name of the game. These companies make billions while avoiding high taxes because alcohol is not taxed as high as other beverages.
*********************************Don’t be duped by alcohol advertisements*****************************************
SHOW NOTES
[9:21] Paul Introduces Julie
Julie – I have been sober for 92 days and it feels really good. I did not think that I could do it. I am 35 years old and work as a nurse. I enjoy music and going to concerts.
[11:00] When did you realize you had a problem with alcohol?
Julie – I have known for years. I just could never get enough. My first issue was with drugs so I did not focus on my alcohol problem. I went to rehab for drug abuse in 2010 and stayed sober for 18 months after that. The rehab helped with my drug use but then I turned to alcohol. When I tried to quit alcohol, I had hallucinations and ended up spending 4 days in the psych ward.
[14:24] What happened after your 18 months of sobriety?
Julie – I had already started planning to drink. I knew I was going to attend another concert and thought I could drink normally. I ended up drinking so much that I blacked out and continued to drink for 5 more years. I always told myself, “when _______ happens,” I will stop drinking. But I never stopped. I woke up each morning feeling defeated, angry and bitter.
[18:00] Was your rock bottom 92 days ago?
Julie – I did not have a bottom 92 days ago. I was just tired of being sick and tired. I kept wondering when I was going to lose my medical license. I knew it was just a matter of time before this happened. Then, I thought I would try to quit and when it didn’t work, I could at least say that I had tried.
[19:05] Paul asks Julie how she got sober 92 days ago.
Julie – I listened to a lot of podcasts and made it to 30 days. I was feeling really good but still ordered a glass of wine while at lunch with my brother. I did not even enjoy it. I finally admitted to my family that I was done drinking.
[21:23] Paul and Julie discuss accountability.
Julie – My family has been super supportive of my sobriety. I try to take it 1 situation at a time. I still have not been completely honest with them about how much I was consuming but my parents are very encouraging to me.
[25:00] What else did you do?
Julie – My best friend has been sober for over a year and she has been supporting me. I do a lot of reading and am constantly working at changing my mindset.
[27:47] How have your cravings been?
Julie – I try and distract myself by taking my dogs for a walk or keeping busy. I know that the cravings will pass.
[28:34] How did you feel during your first week of sobriety?
Julie – I was pretty apprehensive the first week. I did not think that I could do it. Once 30 days went by, I felt that I had a chance at making it. I am more confident as each day passes.
[29:34] What advice would you give to your younger self?
Julie – You pay a price for everything that you do. You do not know everything when you are young. Drinking is not fun and games anymore.
[30:00] What have you learned in sobriety?
Julie – When I was drinking, I was not living in reality. I was just going through the motions. I have learned that it is possible to live sober and have a clear mind. I did not want to accept that I would be drinking for the rest of my life and possibly losing my career.
[31:00] What are your rules in sobriety?
Julie – Attitude is everything and I am learning as much as I can.
[33:38] Do you have a bucket list?
Julie – I would like to get out of my comfort zone more, try meditation and yoga.
[34:47 ] Rapid Fire Round
- What was your worst memory from drinking? withdrawing while in the pysch ward
- Did you ever have an “oh-shit” moment? every day was an oh shit moment
- What’s your plan moving forward? staying active and reading
- What’s your favorite resource in recovery? RE podcast and the private FB group
- What’s the best advice you’ve ever received (on sobriety)? do not feel like you have to do it all at once
- What parting piece of guidance can you give listeners who are in recovery or thinking about quitting drinking? take the first steps and worry about tomorrow when it gets here
- You might be an alcoholic if….. you loathe the existence of everyone at the gas station because when they see you, they know that you cannot drink normally
Resources mentioned in this episode:
Recovery Elevator Retreat
Connect with Cafe RE– Use the promo code Elevator for your first month free
Sobriety Tracker iTunes
Sobriety Tracker Android
Sober Selfies! – Send your Sober Selfie and your Success Story to info@recoveryelevator.com
Good Reads to Check Out: Blackout, This Naked Mind, Beyond the Influence
“We took the elevator down, we gotta take the stairs back up, we can do this!”
by Kris Oyen | Jan 12, 2026 | Podcast
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Today we have Sean. He is 33 years old and lives in Phoenix, AZ. He took his last drink on January 22, 2022.
This episode is brought to you by:
Café RE – THE social app for sober people
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There is one spot left on our sober travel trip to Costa Rica. This journey is scheduled for February 21st – 28th. Email info@recoveryelevator.com if you would like to join us.
Join us on January 10th for the start of our AF Ukelele Course. This course is sponsored by Kala brand ukelele and if you register, you get a code for 10% off an instrument.
[03:00] Thoughts from Paul:
“Want to change your relationship with alcohol?” is a common question asked in the recovery space.
When somebody says they want to change their relationship with something, it usually implies there’s a goal of improvement. Changing a relationship with exercise may look like hitting the gym more. Maybe changing a relationship with your mother-in-law means you’re going to try harder at Thanksgiving to keep your mouth shut. Or it’s like saying you want to change your relationship with a narcissistic ex who stole your credit card, crashed your car and told everyone at the party that you wet the bed in third grade.
Some relationships don’t need to change; they need to end. So, maybe we don’t want to moderate our relationship with a substance that literally erodes our livers. We don’t want to set boundaries with something that crosses every boundary we’ve ever set. And we certainly don’t want to work on things with a liquid that has never once worked on itself.
Paul shares that the only relationship change with alcohol that he’s interested in is the one where they are in no relationship at all.
[06:57] Paul introduces Sean:
Sean is married and they have an eight-year-old daughter together. For fun he enjoys fishing, going to concerts, playing music and being outside as much as he can.
Sean had his first drink when he was 17. He says every moment after that, he felt like he was trying to chase that feeling again. He recognizes now that he was drinking to escape a rough home life. The drinking didn’t become daily until his early 20’s when he began working at a bar.
Sean was drinking 20-25 drinks a day and excused it by the environment he was in. Sean though he was using alcohol to help his anxiety, but over time started realizing his drinking was causing it. Since Sean was able to work, provide for his family and help raise his daughter, he didn’t see the problem. Soon he needed to drink before work to avoid withdrawal symptoms and over time he was drinking throughout the day.
The drinking began to cause issues for Sean and depression started to set in. Sean was in denial that it was the alcohol causing it but soon realized that he was powerless over his drinking and that scared him. The thoughts that his family would be better off without him, and audible hallucinations were consuming his mind. He finally decided to try and taper his drinking in an effort to quit but struggled with it.
Sean eventually was able to quit cold turkey after tapering and says the first few nights were the worst. He googled his symptoms and found a YouTube video by Paul about Post-Acute Withdrawal Symptoms. This helped him recognize that this wouldn’t last forever and that his body was in the process of healing.
It took about six months for Sean to begin feeling better and he started to go to Celebrate Recovery and found community. He gained a lot of hope seeing others that had years of sobriety. Sean credits gratitude as being a big help to keep him out of anxiety and depression now. He allows himself to feel his emotions instead of letting them define him.
Sean says his spirituality and relationship with God is what has made this possible for him. He enjoys helping others trying to have a connection with God and/or sobriety.
Recovery Elevator
We took the elevator down
Let’s take the stairs back up.
We can do this.
RE on Instagram
Sobriety Tracker iTunes
RE YouTube
by Kerri MacFarlane | Sep 15, 2025 | Alcohol Free, Early Sobriety, The first Year
Mental healing after quitting alcohol begins almost immediately—but it doesn’t always look the way we expect it to. Welcome to Part 2 of our three-part series on what happens in your first year alcohol-free. In this installment, we’re exploring the psychological and emotional recovery that takes place when you remove alcohol from your life.
In Part 1, we covered physical healing. Next month, we’ll wrap up with spiritual healing (don’t worry—it’s not about religion).
🧠 Mental Healing After Quitting Alcohol: What Happens in the First Week
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The first 24–72 hours? Don’t expect much mentally. Maybe a headache.
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Brain fog begins to lift by the end of the week (it doesn’t clear, just starts lifting).
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Suppressed emotions start showing up—this is a good thing. Let them come.
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Slight improvements in focus.
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Mood swings might hit hard. You may alternate between “I’m a radiant being of pure light” and “I’m the saddest human ever created” approximately every 23 minutes.
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Memory recall starts improving.
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Anxiety spikes, then begins to settle.
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Depressive symptoms lighten slightly. The internal weather shifts from “apocalyptic storm” to “light drizzle with a chance of sun.”
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Your self-image starts to shift. Shame softens, guilt fades.
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A quiet sense of morale reappears. Your inner cheerleader shows up to practice again—tentatively, but there.
💡Cognitive Changes in Sobriety: Mental Healing in the First Month
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Thoughts become clearer. Concentration improves. The mental fog now resembles a mist.
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Dopamine starts showing up for things like sunsets, puppy videos, and hugs—not just alcohol.
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Moods stabilize a bit. Emotional storms downgrade from hurricanes to unpredictable showers.
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The amygdala (fear center) calms down without the fuel of alcohol.
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Stress is managed more skillfully. You’ve already navigated a few sober challenges.
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Mental stamina improves—reading a whole book chapter or watching a full movie without checking your phone 17 times? Big win.
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You notice tiny sparks of joy in small things.
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Decisions start aligning with your values. Fewer time-travel regrets.
🔁 Psychological Recovery After Quitting Alcohol: Months 2–6
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Emotional regulation improves. You now respond instead of react—most of the time.
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You start seeing thoughts as thoughts, not truths. “I’m a failure” becomes “I had a thought that I’m a failure.” Huge shift.
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You start collecting emotional data—what triggered you, what helped, and what didn’t.
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Dopamine rewiring continues. Activities like hiking, reading, or deep convos become satisfying.
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Oxytocin joins the party—you might prefer puppy snuggles over pints.
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Melatonin returns to baseline. Sleep becomes a friend again.
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Emotions feel richer and more layered—life is now in emotional HD.
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Long-term memory returns. Gaps in memory shrink.
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Serotonin production stabilizes. Your brain is making its own joy—no booze required.
🎉 Mental Health After Stopping Drinking: What Year One Looks Like
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Significant brain tissue repair. The brain’s “skeleton crew” has been replaced by a full team with blueprints and fresh paint.
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Forgiveness becomes real—especially self-forgiveness.
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Dopamine, serotonin, oxytocin, and endorphin systems are functioning as intended. No artificial boosters needed.
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Shame and guilt dramatically reduce. You know you’re doing what’s right for your body, brain, and soul.
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You can be alone with your thoughts without needing to numb out, scroll endlessly, or eat three dozen cookies.
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Mental clarity returns—along with the belief that you can do hard things. (Maybe not calculus, but let’s keep expectations realistic.)
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Anxiety is mostly gone. What remains is manageable and often just excitement in disguise.
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Sadness and depression still happen—but they pass on their own, no longer swallowing you whole.
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You can problem-solve. IKEA furniture? Bring it on.
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Confidence and self-worth return. You are no longer on a path of destruction—you’re building something beautiful.
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Emotions become allies. You don’t run from them—you listen to them.
🚀 Mental Healing After Alcohol: Why It Only Gets Better From Here
This is just a short list of what’s possible in your first year alcohol-free. Mental healing continues far beyond 12 months. The longer you stay the course, the more peace, clarity, and confidence you build.
Maybe the biggest shift of all?
How you feel about yourself.
Because you’re not just quitting alcohol.
You’re choosing to live. Fully.
📖 Missed part 1? Check out the Physical Healing post here.
🧘 Stay tuned for next month: Spiritual Healing (No Religion Required).
#AlcoholFreeLife #MentalHealthRecovery #SobrietyTools #RecoveryElevator #WeDoRecover #ThisIsAF #SoberNotBoring #EmotionalGrowth #AFJourney
