Fantastic article. So much sense, and really admire for you for the logical and reasoned approach you took. I've used food and alcohol in exactly the same ways as you describe and you're right - the fact you get 'the hit' before it even reaches your stomach tells you all you need to know - there's something else going on. I really like what you say about modelling positive behaviour. By examining why wine o'clock was so big for you, then choosing another way, you've modelled reasoning and individual choice, instead of just going along with "what the world says".