30 years of wine trade experience combined with behavioural science
Drink Less Without Quitting
moderation systems and coaching that work
The 30 second summary
Fed up of drinking more than you intend, despite the best of your intentions?
Want moderation to be structured but flexible enough for you to enjoy your life without having to invent a new personality? You are in the right place.
Meet Alastair, A moderation coach with a difference
What changes when you cut back
The benefits our clients notice
Better sleep
Alcohol suppresses REM sleep. Cutting back means waking up properly rested rather than just horizontal for eight hours.
Fewer calories
Alcohol is calorie-dense and invisible on most food trackers. Reducing intake removes thousands of calories a week without changing what you eat.
More energy and focus
The cognitive fog that follows even moderate drinking is cumulative. Most clients notice sharper thinking and steadier energy within weeks.
Better skin
Alcohol dehydrates and inflames. Clients regularly report visible skin improvement as one of the earliest and most motivating changes.
Clearer mornings
No more writing off the first hour of the day. Mornings become productive rather than something to get through.
More present with people
Less alcohol means more genuine attention for family, friends and colleagues. Several clients say this is the change they value most.
Money saved
The average client saves over £200 a month on alcohol alone. Over a year that is a holiday, a course, or simply money back in your pocket.
A responsible role model
For parents in particular, drinking less and drinking consciously sends a message to children about the relationship between adults and alcohol.
"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. I'm saving over £200 per month, I've lost weight, and my skin has improved."Louise, 54, Registered Nurse
Who this is for
This is for you if...
Autopilot evenings taking over
You hit wine o'clock most nights or unwind with drinks after work and social events. It runs on habit and leaves mornings foggy or regretful.
Quick fixes keep failing
You have tried cutting back, Dry January, or determination. Stress, routines or triggers win because generic advice misses your real patterns.
Alcohol surrounds your world
You work in a high-functioning role where drinking is common and you are under pressure to fit in. It drains energy, sleep, focus or wallet.
You want intentional drinking
You do not want to quit completely. You want a clear, no-judgement framework to understand triggers and drink on your terms with lasting results.
What is a grey area drinker?
People who are drinking more than the low-risk guidelines but are not physically dependent. Willpower alone is not sufficient to break ingrained habits, despite the best of intentions, but neither are they looking to quit entirely.
Read more about grey area drinking →The role
What is a moderation coach?
A moderation coach works with people whose drinking has become habitual but who do not want to stop completely. The role covers:
- •Identifying the patterns, triggers and contexts behind your drinking
- •Moving from autopilot habit to conscious choice
- •Developing practical strategies matched to your pattern type
- •Providing accountability, coaching and mentorship
- •Sustaining lower-risk drinking over time
regular drinkers say cutting back on alcohol is harder than improving their diet or exercising more. Getting coaching support is normal for losing weight or improving fitness. Now it is available for the most difficult challenge of the three.
Source: Public Health England and Drinkaware, 2018
How I can help
How I can help you cut back on drinking alcohol
BAC (Balance and Control) System™
Data-led tracking to identify what is actually driving your drinking. Personalised strategy matching across different drinking pattern types. A recalibration process for when life gets messy or a night goes off course.
Guidance and accountability
Every plan includes personal guidance. Onboarding video call and email support included. Data interpretation available for all clients. Flexible options for additional 1:1 coaching.
Resources
Articles and guides on autopilot drinking, habit loops and moderation. Podcasts and explainer content for deeper understanding. Honest alcohol-free drink reviews so you waste less money on trial and error.
"Moderation is not a test of how much temptation you can withstand. It is the result of aligning your environment and biology so that the desired behaviour becomes the path of least resistance."Alastair, Founder of Alcohol Reduction Coach™
The BAC System™
The Balance and Control Moderation System
Designed for sophisticated moderation, not restriction. Born out of the wine trade and built on neuroscience.
Baseline: understanding your habits
Coached programmes start immediately after completing our comprehensive 65-question assessment to diagnose your drinking habits.
All programmes also manually track multiple data points including mood, sleep and eating for precision and monitoring.
Analysis: your pattern diagnosis
For coached programmes, I personally produce a comprehensive assessment report highlighting your specific patterns and recommending the relevant strategies within the BAC System™.
For all programmes, the data you collect ensures that you don't waste time with the wrong strategies for your drinker type.
Control: your operating system
Deploy the ARC NAV™ protocol as an in-the-moment tool to actively manage triggers, adjust your choices, and track outcomes in real time.
If a tactic doesn’t work or a night goes off course, a built-in recalibration mechanism allows us to review and adjust your strategy so you continue rather than give up.
Science foundations
About Alastair
Built in the wine trade, backed by science
Spent over 30 years in the wine trade, surrounded by alcohol daily through extensive travel, tastings, and dinners where drinking was part of the job. Because traditional moderation advice failed to address the challenges across my professional and home lives, I developed a structured system to successfully manage my own drinking patterns for when they drifted into autopilot.
Since 2023, I have formalised that system, gained professional coaching qualifications, and published extensive research articles. I also founded the Alcohol Moderation Coaches Association™ to establish clear standards for this emerging industry.
Unlike many moderation coaches, I have no agenda to stop you drinking. My clients typically want to cut back, return to conscious choice, and keep the parts of alcohol culture they still value, rather than stop because they don’t like what drinking has become.
Read more about Alastair"We quickly identified my triggers, and I have now got a toolbox of strategies that have transformed my own habits as well as my understanding of myself."Marcus, 51, Wine Importer
What a bottle-a-night habit actually costs
What cutting back actually means in numbers
The figures below are illustrative, and based on consuming a £10 bottle of wine per night.
Use the Alcohol Footprint Calculator™ to see your own numbers.
The Alcohol Footprint Calculator™ personalises your results across spend, calories and REM sleep, based on your current drinking and the target reduction you set yourself, not a prescribed one.
When you are ready
Your moderation options
This is a big decision, so please book a call if you would like to discuss what's right for you.
If you know what you want already, click here to purchase. Tier adjustments can be easily made during the programme if needed.
For anyone concerned about time zones, my clients (and family) span the globe, so I'm used to flexible hours.
£299
- 109-page BAC System™ with audio and video per chapter
- Onboarding video call
- 3-page data summary and strategy suggestions after data tracking
- 30-day email support
£499
- 109-page BAC System™ with audio and video per chapter
- 60+ question in-depth assessment
- 15+ page personalised strategy document for immediate start
- 2 x 45-minute live coaching
- 60-day email support
£699
- 109-page BAC System™ with audio and video per chapter
- 60+ question in-depth assessment
- 15+ page personalised strategy document for immediate start
- 6 x 45-minute live coaching
- 90-day email support
£999
- 109-page BAC System™ with audio and video per chapter
- 60+ question in-depth assessment
- 15+ page personalised strategy document for immediate start
- 12 x 45-minute live coaching
- 120-day email support
This is a conversation, not a pitch.
Want to get more from your call?
Once you've booked, I'll email you an optional pattern profile assessment, 20 questions on your drinking patterns and triggers. We'll go through your results together on the strategy call, so I can put them in context for you.
My guarantee to you
My commitment: the right strategies for your specific patterns, and ongoing support to apply them.
Your commitment: track your baseline throughout, attend your video call sessions, and follow the agreed plan.
If we both hold up our end and you're still not seeing a reduction in your tracked units after 90 days, I'll keep coaching you until you do, at no extra cost.
By application only
Fully bespoke options
- •Created around your specific learning and accountability requirements
- •Comprehensive assessment and profiling interview before we start
- •Weekly performance and strategy assessments
- •Direct WhatsApp access
- •Available for individuals and couples
- •From £5,000. Max 4 clients per month
All client records are held in strict confidence. NDAs can be signed on request for corporate, professional or high-profile engagements.
Not sure which coach to trust? Read this before you commit to anyone.
Don't need the full BAC System™?
Our Daily Moderation Toolkit™ is designed for those who do not identify as "Autopilot" drinkers but want some core strategies and understanding to prevent any further drift. You get:
- 50+ page manual focused on moderation best practices
- Optional profiling assessment and report
- If you realise your drinking pattern is more autopilot than you initially thought, your £99 will be discounted off the BAC System™ within 30 days
Launching Friday 2nd September 2026 · £99
Get £20 off when you join the waitlist
The problem isn't you
Why common advice fails
They do not know why you drink alcohol
"Drink less" is useless without knowing the precise triggers behind why you drink in the first place. We have 28 comprehensive strategies, but importantly they are divided into three distinct pattern types.
They fight your brain's wiring
Relying on willpower asks your conscious mind to override an unconscious habit loop. By the time you are deciding, your brain is already running the autopilot script.
They have no protocol for failure
Most plans treat a slip as a moral collapse. Life is not perfect. A system that cannot learn from a bad Tuesday and recalibrate for Wednesday is designed to break.
They offer tactics, not a system
30-day challenges give you temporary tricks, not a permanent framework. Once the programme ends, you are left with the same brain and the same triggers, just with fewer tools.
Our BAC System™ and expert-led accountability programme are designed to address these exact flaws.
What our clients say
Results from real people
The evidence
3 in 4 drinkers consuming more than the low-risk guidelines are not dependent
Latest NHS survey data shows that around 75% of people drinking above low-risk guidelines fall into the "hazardous" category under the AUDIT framework, rather than meeting criteria for dependence. They are functioning, holding it together, but know their drinking has drifted further than they intended.
Source: NHS Digital, Adult Psychiatric Morbidity Survey 2023/24; AUDIT framework
Who it does not work for
This is not for you if...
You want or need total abstinence
If you are committed to quitting alcohol completely, for health reasons, addiction recovery, or personal choice, this system is not designed for that. It is built for intentional moderation and control.
You want quick fixes or willpower hacks
If you prefer short challenges, apps with streaks, or "just say no" approaches without deeper pattern understanding, this will not align. It is a framework for long-term recalibration.
You have severe alcohol dependence
If drinking is causing serious health issues, withdrawal risks, or requires clinical or medical intervention, this coaching is not a substitute. Please consult a doctor or specialist first.
You are not ready to do some detective work
If self-monitoring feels like too much effort, the data-driven side of BAC will not work well. It is for people willing to engage with their patterns.
Looking for abstinence support rather than moderation?
If you are a professional looking to refer a client, visit our professional referrals page.
If abstinence is the right path, please consider these trusted resources:
WithYou (Charity): free, confidential support and webchat with trained recovery workers. wearewithyou.org.uk
NHS Alcohol Support: guidance on local services and understanding withdrawal risks. nhs.uk
Drinkaware: independent advice and the full AUDIT screening framework. drinkaware.co.uk
FAQ
Key research articles
A selection of our pillar articles on key aspects of alcohol moderation.
Autopilot drinking
Why your drinking runs on autopilot, and what it takes to interrupt it.
The Autopilot Gap →Grey area drinking
What it means, who it applies to, and why it has been ignored for so long.
Grey area drinking: a fuzzy term for a real problem →Sleep
How alcohol disrupts REM sleep and what changes when you cut back.
How alcohol affects your sleep →Willpower
Why willpower-based approaches fail by design, and what works instead.
How alcohol moderation actually works when willpower has failed →Cost of drinking
What your drinking is actually costing you, beyond the obvious.
How much does your drinking actually cost you? →Stay in touch
Get new articles and moderation strategies
Monthly, human written content and occasional ad-hoc updates.
Strictly no spam or lead funnels.
Bonus strategy to try today
Choice O’Clock™
We’ve lived through Pimm’s O’Clock, Wine O’Clock and many more alcohol variants. They were fun, and almost gave us permission to drink more often than we might have intended.
Introducing Choice O’Clock™.
Pause. Think. Choose.
This simple interrupt is a powerful tool to re-engage your prefrontal cortex from the autopilot that might be trying to call the shots. There are no hard rules or expectations, but you’ll own each decision, whatever you decide to drink next, be it another glass or something alcohol-free.
Agency vs automation.
I choose, therefore I am. Eligo ergo sum.
Discover Choice O’Clock™