The Consequences of Cool

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There’s a recent article on the CBC talking about how the Craft beer industry might be fueling addiction.  An interesting subject, considering the Craft beer industry here in Ontario is similarly exploding.

Certainly, where there is growth in the alcohol industry, where there is growth in accessibility, where there is growth in social acceptability, there is the correlation of increased use, and therefore, the possibility of dependence and addiction.  We know this from research (that’s a bit dry and long – but it’s solid and scientifically sound).

In the article, there’s some cross-talk about how craft beer can’t be fueling addiction because people are drinking all this fancy beer for the taste, the experience.  Perhaps the same logic would apply then, to scotch or wine aficionados – after all, aren’t they too consuming for the sake of coolness, for the sake of hipster-ism and all the cultural gusto…?

The truth of the matter is that while our motives to drink vary greatly, the outcome can often be the same – drinking to the point of over-consumption, whether one is tippling too much at a sitting, or just too frequently.  The consequences are also there in the research…chronic disease, cancer-risk, high-blood pressure.

A related article talks about drinking on campuses – college kids getting off on the wrong foot with alcohol.  Imagine – college kids partying and binge drinking…never!  Yes, it’s true, our relationship with alcohol starts young and carries on into adulthood, middle-age and further.  If we think it’s cool either because it’s a crafty, watermelon-infused, triple-hopped lager…or it’s a bottle of 1992 California Super-Fruit Cab-Sav…or it’s a sip of a 27-year old peaty Glen-wherever scotch….  As soon as you believe it’s cool, you’re more likely to want it, try it, drink it, indulge in it.  And coolness leads where it leads.

Author: Doug Ironside RN

Doug is a Registered Nurse (PHN) with the Simcoe Muskoka District Health Unit.

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