Have you ever found yourself in a specific situation, a concert, a holiday, or a family visit and experienced an intense, unexpected urge to drink?

This episode dives into the neuroscience behind this phenomenon, known as "incentive salience" .

Coaches Jason and Matt explain how your brain's reward system creates subconscious associations with people, places, and things, triggering a powerful, anticipatory craving.

Learn how to develop the awareness and curiosity needed to interrupt this pattern, rewire your neural pathways, and build a truly alcohol-free life .

Download my FREE guide: The Alcohol Freedom Formula For Over 30s Entrepreneurs & High Performers: https://social.alcoholfreelifestyle.com/podcast

★ - Learn more about Project 90: www.alcoholfreelifestyle.com/Project90

★ - (Accountability & Support) Speak verbally to a certified Alcohol-Free Lifestyle coach to see if, or how, we could support you having a better relationship with alcohol: https://www.alcoholfreelifestyle.com/schedule

★ - The wait is over – My new book "CLEAR" is now available. Get your copy here: https://www.alcoholfreelifestyle.com/clear