We’ve all said it — “I’ll just have one.” Then one turns into three, and suddenly you’re at Taco Bell at 1 AM ordering 6 bean burritos with no onion and something that may or may not still be legal.

In this episode, we break down the myth of moderation and why “just one drink” is never just one for so many of us. We’ll explore the brain science behind cravings, how alcohol lowers your ability to stick to your own limits, and why the alcohol industry loves selling you the dream of “responsible drinking” — while quietly making sure you never stop.

We’ll cover:

• 🧠 The dopamine loop that makes moderation so difficult.

• 🕵️‍♂️ How “Drink Responsibly” is more marketing strategy than health advice.

• 💡 Why moderation keeps you in the cycle longer (and keeps Big Booze in business).

• 🤣 A few laughs along the way, because hey — sometimes you’ve got to laugh at the insanity of it all.

Actionable Takeaways:

1. Know your triggers: If “just one” always turns into more, that’s not a lack of willpower — it’s how alcohol works in the brain.

2. Redefine freedom: Freedom isn’t the ability to drink without consequence; it’s the ability to live without needing it at all.

👉 Join our free Sober Guy Men’s Community — connect with like-minded men who are ditching booze and leveling up in life.
👉 Spots are now open for our Sober October Accelerator — 30 days to quit drinking, get your health back, and crush it in business and life. Starts October 1st.

Join our Sober October Accelerator! Go to ThatSoberGuy.com to grab your spot!

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

AMPLIFY Sober Voices Event - https://amplify.soberliferocks.com/

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

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You’ve heard it a million times: “Drink Responsibly.”

But what if I told you that’s just a well-polished PR stunt from the same industry that’s actively lobbying against your health?

In this episode, we pull back the curtain on Big Booze’s billion-dollar playbook, and how the alcohol industry uses the warm-and-fuzzy “responsible drinking” slogan to distract from the shady stuff they’re doing behind the scenes. From funding biased research, to blocking cancer warning labels, to undermining new health guidelines, they’ve mastered the art of saying one thing while doing the exact opposite.

We’ll talk:

• Why “Drink Responsibly” is the equivalent of handing out kale at a Marlboro convention.
• How beer, wine, and spirits lobbyists are protecting profits at the expense of public health.
• Why the industry is terrified of new U.S. dietary guidelines and how non-alcoholic options are shaking up the status quo.
• The subtle ways you’ve been marketed to for decades without even knowing it.

Actionable Takeaways:

1. Start questioning the messages you’ve been sold. If “responsible drinking” worked, would we need rehab centers on every corner?
2. Replace their slogan with a new one: “Live Intentionally.” Your health, your family, and your mind will thank you.

💥 Ready to take the next step?

Join our Sober October Accelerator - a 30-day challenge for high-performing men who are ready to cut the booze, get clear, and level up in business, health, and family. It kicks off October 1st, and spots are limited.

👉 Sign up now at ThatSoberGuy.com

Join our Sober October Accelerator! Go to ThatSoberGuy.com to grab your spot!

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/

Follow us on Instagram @ThatSoberGuyPodcast

Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast

Follow us on X @ThatSoberGuyPod

Music - Going Late courtesy of Humans & Haven Sounds Inc.

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Big changes are brewing. U.S. health officials are expected to overhaul long-standing alcohol guidelines and the new science (and common sense person) says even one drink a day might be too much. In this episode, we unpack what these changes mean for you, the $250B alcohol industry, and why it’s time to ditch the “moderate drinking is healthy” myth once and for all.

We dig into the latest research, what’s really happening behind closed doors in Washington (and the boardrooms of Big Alcohol), and how this shift impacts men, fathers, leaders, and anyone trying to level up without the drag of booze.

You’ll also get a few solid takeaways to help you think clearly, lead better, and start showing up as your best self—without the crutch of “just one drink.”

🎯 Takeaways:

• Why the new guidelines are such a big deal
• What one drink really does to your brain and body
• Why high performers are quietly ditching alcohol
• How to start a no-BS reset that works

Join our free men’s community – Victory Circle

💼 Want coaching? Reach out at ThatSoberGuy.com

🎧 Available on Apple, Spotify & everywhere podcasts live.

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/

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What do CEOs, pro athletes, and entrepreneurs have in common lately? They’re not just chasing ROI, they’re chasing clarity. In this episode of That Sober Guy Podcast, we dive into the $11 billion non-alcoholic beverage boom and why more high-performing men are ditching the booze for better brainpower, deeper sleep, and a sharper edge in business and life.

From adaptogen-infused cocktails to hop-forward IPAs without the hangover, the NA market is exploding, and it’s not just for people with a “problem.” It’s for anyone who’s sick of feeling foggy and wants to show up clear, present, and powerful. We break down what’s driving this sober shift, how it’s disrupting traditional drinking culture, and why alcohol might be the biggest productivity killer you didn’t know you were hiring.

Actionable Takeaways:

• Try swapping one drink this week for an NA alternative and track how you feel — mentally, physically, and emotionally.
• Pay attention to your social settings: Are you drinking out of habit, pressure, or purpose?
• Get curious, not judgmental — experiment with being sober in high-pressure environments and see how you perform.
• 
  

Want to connect with other high-performing men on this path?

Join our free sober men’s community — The Victory Circle — and surround yourself with other guys who are leveling up without leaning on booze. Need more tailored support? Visit ThatSoberGuy.com for 1-on-1 coaching options.

This is about choosing clarity over chaos, and we’ve got your back every step of the way.

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/

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This week on That Sober Guy Podcast, we step into the ring with professional heavyweight boxer, author, speaker, and legit chess assassin Ed Latimore for a hard-hitting conversation on why real strength means choosing clarity over chaos.

We dive into the psychological warfare behind alcohol marketing, how society normalizes dysfunction, and why business owners, dads, and high-performing leaders are waking up and walking away from the booze trap. Ed breaks down the psyop of alcohol, the normalcy bias that keeps people stuck, and what it really takes to win in business and in life.

From the boxing ring to the chessboard to the boardroom, Ed shares his story of transformation, discipline, and how quitting alcohol gave him a competitive edge most men are too numbed out to notice.

It’s raw, insightful, a little funny, and all real talk—no fluff, no filters.

👊 Actionable Takeaways:

• How to identify and crush the mental programming that says “drinking is normal”
• Why leaders who ditch alcohol gain more energy, time, and clarity
• A simple mindset shift to start building true confidence and not booze-fueled ego
• How to play chess, not checkers with your personal growth

🔥 Join hundreds of other high-performing men who’ve stepped into the arena of sobriety.

Jump into our free men's community The Victory Circle at thatsoberguy.com, or if you're ready to go one-on-one and level up fast, hit me up for private coaching.

https://edlatimore.com/products/hard-lessons-from-the-hurt-business-boxing-and-the-art-of-life/

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast

Follow us on X @ThatSoberGuyPod

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Music - Going Late courtesy of Humans & Haven Sounds Inc.

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In this episode, we’re cracking open more than just cold ones, we’re cracking open the chaos behind one of the biggest brand faceplants in recent alcohol history. Bud Light's PR blunder cost billions, tanked its street cred, and left big beer brands scrambling like a frat boy who forgot finals week.

But this isn't just about beer. It's about identity, influence, and how the alcohol industry is getting a reality check as Gen Z and younger Millennials say, “Yeah, I’m good,” and reach for a coffee instead. We explore how the shifting culture around drinking is flipping the booze biz upside down, and why that’s actually great news for anyone trying to live clean, clear-headed, and free.

With a healthy dose of honesty and humor (because let's face it—this stuff is ridiculous and revealing), we unpack what big alcohol’s identity crisis means for your own transformation and why now is the perfect time to go against the grain and level up.

🔥 In this episode you’ll learn:

• Why Bud Light’s billion-dollar fumble isn’t just a marketing mistake, it’s a wake-up call.
• How sober living is becoming a power move, not a punishment.
• What you can learn from watching the alcohol industry panic like it's the end of prohibition.

💡 Actionable Takeaways:

1. Use industry trends as proof that you’re not the weird one, the world is shifting. Ride the wave.
2. Audit your environment: if alcohol brands are confused about who they are, are you crystal clear about who you want to be?
3. 
   

👊 Ready to stop drinking and start dominating in your business, relationships, and health?

Join our free men’s community, the Victory Circle, and connect with other high-performing guys living alcohol-free. Or hit us up for 1-on-1 coaching and build a custom path to freedom at thatsoberguy.com.

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/

Follow us on Instagram @ThatSoberGuyPodcast

Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast

Follow us on X @ThatSoberGuyPod

Music - Going Late courtesy of Humans & Haven Sounds Inc.

National Suicide Prevention Lifeline - 1-800-273-TALK (8255)

In this episode of That Sober Guy Podcast—the #1 sober podcast since 2014—we take a hard but honest look at a new bill that would deport undocumented immigrants caught driving under the influence.

This isn’t about politics or taking sides, it’s about public safety, personal responsibility, and sobriety. We talk about how alcohol-fueled decisions can destroy lives, regardless of legal status, and how we can do better as a society.

We also ask some deeper questions:

Why is drunk driving still so normalized in many communities, legal status or not? And what kind of sober leadership is needed to shift that culture?

You can be compassionate toward people chasing the American dream and still hold the line on dangerous behavior.

Tune in for a thoughtful, no-nonsense conversation with a few laughs thrown in because hey, it’s That Sober Guy, and we’ve been keeping it real since 2014.

🎯 Want to join a community of men committed to sober living, mental clarity, and leadership? Join The Victory Circle, our free men’s group built for accountability, connection, and real transformation.

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/

Follow us on Instagram @ThatSoberGuyPodcast

Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast

Follow us on X @ThatSoberGuyPod

Music - Going Late courtesy of Humans & Haven Sounds Inc.

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Is alcohol finally losing its cool? In this episode of That Sober Guy Podcast, we dive into a question more and more people are starting to ask: Is booze becoming the new cigarette? Once glamorized, now scrutinized, alcohol might be heading for a cultural downgrade.

We break down the data showing the massive shift in drinking trends, including the rise of non-alcoholic drinks, declining alcohol sales, and how more high-performing men are ditching the booze to level up in business, relationships, and mental clarity. From concerts to ball games to boardrooms, being the sober guy is no longer lame. In fact, it's becoming a superpower.

You’ll hear real talk, a few laughs, and maybe even a flashback to that old baseball coach who smelled like a distillery and told you to “walk it off.” Spoiler alert: He’s not the vibe anymore.

Actionable Takeaways:

• Rethink the “normal” social script—being sober doesn’t mean being boring.
• Start tracking how alcohol actually impacts your energy, mood, and performance.
• Try swapping booze for a quality NA beer or sparkling hop water next time you’re out.

👉 Ready to take the next step? Join our free men’s community, The Victory Circle, where high-performing men connect, grow, and crush life—sober.

Or hit me up for 1-on-1 coaching and let’s get after it.

Visit ThatSoberGuy.com for more.

Join “The Victory Circle”, our FREE Sober Guy Mens Community at https://www.thatsoberguy.com/offers/SvjjuEQ2/checkout

Tired of Drinking? Try Our 30 Day Quit Drinking Dude Challenge! - https://www.thatsoberguy.com/quit-drinking-alcohol-for-30-days

Work with Shane 1 on 1 Coaching - https://www.thatsoberguy.com/coaching

Invite Shane to Speak - https://www.thatsoberguy.com/speaking

For More Resources go to http://www.ThatSoberGuy.com

Follow us on LinkedIn - https://www.linkedin.com/in/shane-ramer-7534bb257/

Follow us on YouTube - https://www.youtube.com/thatsoberguypodcast

Follow us on X @ThatSoberGuyPod

Follow us on Instagram @ThatSoberGuyPodcast

Music - Going Late courtesy of Humans & Haven Sounds Inc.

National Suicide Prevention Lifeline - 1-800-273-TALK (8255)