Ever wondered how alcohol brands make booze look like the ultimate ticket to happiness, success, and social belonging? This week on Sober Awkward, we’re lifting the lid on the world of alcohol advertising with Anna Donaghey, a former London-based ad exec who spent years working on big-brand alcohol campaigns.

Anna shares insider knowledge on how the industry uses behavioural science to lure people in—crafting campaigns that convince us alcohol is our friend, our reward, and even our identity. We’ll uncover the sneaky tactics used to target mums with pink drinks, push the “work hard, play hard” mentality, and make us believe that a drink is the key to fitting in.

Today, Anna spends her time working as an alcohol mindset coach and hosting of the Big Drink Rethink Podcast.

And it’s not all doom and gloom—Anna also believes things are changing. With the rise of the sober-curious movement, new regulations, and shifting social attitudes, the industry is being forced to evolve. So, is the booze bubble starting to burst?

Join us as we unravel the glossy façade of alcohol marketing, expose the industry’s biggest tricks, and explore whether the tides are finally turning for good.