This is a story about marketing...

I was on my way home and decided to nip into a large supermarket, as opposed to my small local shop, where I usually top up my groceries on a more regular basis. If I go to a large supermarket, I'm always tempted to fill a trolley with lots of nice things and purchase far more food than it's possible for me to consume before its expiry date, which is incredibly wasteful. I do enjoy shopping in supermarkets, but there are a multitude of temptations, which are better avoided. Less choice is better, because it means that I only purchase the specific items I need.

Of course, supermarkets are aware of the human psychological fallibility, when it comes to being presented with greater choice. If one set of test subjects are offered a bowl full of multicoloured sweets, and another set of test subjects are offered a bowl of sweets of a single colour, more of the multicoloured sweets will be consumed, even though the only difference between them is the variety of colours - the flavours are identical. We are programmed to consume the greatest possible variety, because this would have conveyed an evolutionary advantage, given that our bodies need trace amounts of micronutrients, which we wouldn't get if we only ate our favourite thing, exclusively.

As I lingered by the checkout, waiting to pay for my groceries, I could see two aisles full of alcohol, in very close proximity to where I was forced to wait. In fact, I had been forced to walk past two alcohol aisles twice, due to the layout of the supermarket. At the end of each aisle were various alcohol deals, along with other aisles which also had alcohol deals at the end, and alcohol deals which were part of meal deals, and other displays of bottles of wine which were dotted around the store. As a conservative estimate, I must have been presented with the opportunity to purchase alcohol - within grabbing distance - perhaps 20 times in one supermarket visit, despite the fact that I didn't walk down either of the alcohol aisles.

Given that I have completed 30 of the 31 days of "Sober October" it was highly tempting to buy some alcohol in preparation for November 1st, when my self-imposed period of sobriety ends (perhaps). I tried to remember that I promised myself I would endure with my alcohol-free existence until I had achieved some tangible goals, such as weight loss and generally feeling healthier and happier, but the combination of payday and November 1st being a Friday, plus my flawless completion of 42 consecutive days of sobriety, was leading me to feel as though I 'deserved' to get drunk at the end of the working week.

It's virtually impossible to avoid supermarkets, corner shops and indeed, to travel anywhere without passing an off-license or some other premises that sells alcohol. Alcohol is ubiquitous. I pity alcoholics, and I pity recovering alcoholics, who must continually endure marketing attempts to push them into relapse. While my 42 consecutive days of sobriety have passed with relative ease, it must be a nightmare for somebody with a serious alcohol addiction, or somebody who has conquered alcoholism but is always at risk of relapse.

"Avoid the supermarket" is terrible advice, because it's nearly impossible, but I thought I should write about it anyway. We need to acknowledge that the most dangerous and damaging drug - alcohol - which costs our society by far and away the most amount of money due to antisocial behaviour, health damage, loss of productivity and a whole raft of other problems, is something which is sold anywhere and everywhere, and heavily marketed and promoted. It's virtually impossible to avoid alcohol being "pushed" by a "drug pedaler".

My present period of sobriety has brought me no particular weight loss, health improvements or otherwise discernable benefits, but I'm glad I've done it. I'm glad to have demonstrated that I can stop drinking whenever I need or want to, because alcohol is insidious and can easily creep into your daily routine, and slowly destroy your health. It's been useful to be acutely aware of how regularly I am drawn to the alcohol which is on sale in so many locations, as to make it all-but unavoidable.

Tags: #alcohol