Alcohol has been with us since the dawn of civilization woven into ritual and community, yet today, it has become something else entirely. In this conversation with James Swanwick we look at the smiling assassins that keep us drinking and why an alcohol free lifestyle is gaining ground.

James is a former ESPN SportsCenter anchor and the author of CLEAR. He is also the founder of Project 90, a neuroscience-based program that helps high achievers including entrepreneurs, executives, physicians, attorneys and athletes step away from alcohol. Together we talk about how culture shaped our relationship to alcohol, why younger generations are drinking less, and what freedom looks like when you choose to live alcohol free.

Key Takeaways

Alcohol as Cultural Conditioning – From childhood messaging to Hollywood films, drinking is framed as a rite of passage.

The Power of Smiling Assassins – Friends, family, and coworkers who casually offer drinks reinforce the normalization of alcohol.

Health Science is Clear – Even one drink a day can damage the brain, despite old myths about wine being heart-healthy.

Generational Shift – Gen Z is drinking less, creating new alcohol-free spaces for community and celebration.

Freedom Over Willpower – Living alcohol-free isn’t about deprivation, but about choosing clarity, energy, and connection.

Reframing Identity – The movement is less about “sobriety” and more about embracing an alcohol-free lifestyle without stigma.

Where to Find Our Guest

James Swanwick’s Website: http://alcoholfreelifestyle.com

James Swanwick on Instagram: https://www.instagram.com/jamesswanwick/

James Swanwick’s Book “CLEAR”: http://alcoholfreelifestyle.com/clear

Alcohol Free Lifestyle on Facebook: https://www.facebook.com/alcoholfreelifestyle

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