About Alastair Cassie · Founder of ARC
Built in the wine trade, backed by science
30 years of wine trade experience combined with behavioural science.
I'm the only moderation coach in the UK who practises what he teaches, not from a position of abstinence or a sobriety agenda.
Book your free strategy callExplore the website content and resources, or book a free strategy call with me when you're ready.
Results
Alcohol moderation coaching results
Average reduction in alcohol consumption within 3 months
"Having Alastair's personal guidance throughout my moderation journey was a game-changer. He has been there, done it, learned it and never judged me."Karen B, Secondary School Head of Dept.
Why working with me is different
Why choose an alcohol moderation coach who still drinks
- I still drink and understand the pleasure of alcohol, not just how to manage the risks
- I understand the difference between dependence and the habits, rituals, rewards and social bonds that can drive excess drinking
- My research into alcohol moderation and behaviour change is independently indexed on Google Scholar
- Very little a client says can surprise or shock me. I've spent over 30 years in the wine trade witnessing drinking cultures around the world
Your heavy weekend is data, not a moral judgement.
My story
How I built an alcohol moderation coaching system
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.
For coached programmes, I personally produce a comprehensive assessment report highlighting your specific patterns and recommending the relevant strategies within the BAC System™.
Credentials
Alcohol moderation coach credentials
- Alcohol Moderation Coach
- 30+ years in the wine trade
- CPD Approved Provider
- Researcher & Author, Google Scholar indexed
- ADHD Coach, ADHD UK Ambassador and member of the ADHD Coaching Organization
- Founder, Alcohol Moderation Coaches Association™
Alcohol Moderation Coaches Association™
Founder of the Alcohol Moderation Coaches Association™
When I became an alcohol moderation coach, there were no agreed professional standards amongst coaches or accountability structures in place. The truth is, anyone can set themselves up as a coach without training or having to follow any safety guidelines. I founded the AMCA™ to change that, with minimum standards including dependency screening and professional indemnity insurance.
"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™
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.