There was a time when my relationship with alcohol was what I believed to be fairly typical.
Work hard during the week, unwind at the weekend, a few drinks here and there that gradually became more habitual than intentional. Nothing extreme, nothing that stood out. But over time, I started to notice that it wasn’t really adding anything. It was just there, part of the routine.
What I didn’t want to do was quit entirely. That never felt like the right answer for me. I still enjoy the social side of going to the pub, being out with friends, sharing a drink. What I did want was more control. More choice. A better balance.
That’s where moderation came in.
Not as a rule or a restriction, but as a shift in mindset. Being more aware of when and why I was drinking. Choosing when to have alcohol and when not to, rather than defaulting to it. It sounds simple, but in reality, it’s quite a meaningful change.
What I’ve realised since is that I’m far from alone in that thinking.
More people are questioning their habits, not necessarily to stop drinking altogether, but to be more intentional. You see it in how some people talk about alcohol now. It’s less about all or nothing and more about balance.
The challenge is that behaviour change rarely happens in isolation.
Most of our drinking habits are social. They’re shaped by the people we’re with, the environment we’re in, and the expectations around us. Trying to change that on your own can feel awkward, even when you’re confident in your decision.
That’s one of the reasons I started thinking differently about alcohol-free options.
When I first explored the category, I found that while there were more choices than ever, many didn’t quite deliver the experience I was looking for.
What began as a personal shift in mindset, eventually shaped the kind of drinks experience I wanted to create. This led me to start building PIVOT.
The idea was simple. Create Hop forward drinks that are designed for flavour from the very beginning, rather than trying to replicate something after the fact. Something you would happily drink regardless of whether you were avoiding alcohol or not.
It wasn’t about replacing anything. It was about adding another option into the mix. One that supports moderation in a way that feels and fits naturally into moments where people want more choice and balance.
More recently, that thinking has evolved into something broader.
If moderation is easier socially, then it should be encouraged socially.
That’s where the idea behind our latest campaign came from. At its core, it’s about sharing. Buying a pack and passing a few on to a mate. Introducing someone else to alcohol-free in a relaxed way. Removing the sense that it’s something you have to do on your own.
It’s a small shift, but those are often the ones that stick.
When someone tries something new in a familiar setting, with people they know, it changes the perception. It opens up the conversation. It makes moderation feel normal rather than different.
That’s also why partnering with Alcohol Change UK felt like the right step.
Their work focuses on helping people reflect on their relationship with alcohol in a way that is informed, supportive and realistic. Not about telling people what to do but giving them the tools to make their own choices.
As part of the campaign, we’re donating £1 from every pack sold to support that work. It’s a small contribution, but one that we hope can grow over time as more people engage with the idea.
Ultimately, this is about making moderation feel more accessible and social. It’s about giving people more options when they choose to.
Moderation doesn’t have to be a big, defining decision. It can be something that happens gradually, through small changes, shared experiences and better choices.
And sometimes, it starts with something as simple as bringing a few drinks for a mate.
