Is a Bottle of Wine a Night ‘Normal’ If You WakeUp Okay?
I hear this question all the time: “Sarah, is it really a problem if I have a bottle of wine a night, but I wake up feeling fine?” On the surface, it can feel like a ‘socially accepted’ habit. After all, you manage work, kids, household, social life - and a glass (or bottle) of wine seems to help you unwind.
But here’s the thing: just because your body tolerates alcohol doesn’t mean it’s harmless. And the idea that a bottle of wine a night is “normal” is a relatively modern invention - one that has been carefully marketed and normalized over the past few decades.
How Did We Get Here?
Thirty years ago, alcohol marketing took a sharp turn, targeting women in ways it never had before. Big Alcohol understood that women’s drinking patterns were smaller and less frequent than men’s, so the industry saw an opportunity. Through glossy magazines, TV commercials, and later social media, alcohol brands created an image: drinking wine wasn’t just acceptable for women - it was aspirational.
Cue the era of the “pink drink” and the rise of “mummy wine culture.” Wine, cocktails, and ready-to-drink beverages became a way to cope with stress, celebrate small wins, or simply mark the end of a long day. Advertisements weren’t about alcohol’s effects on the liver, hormones, or mental health - they were about escape, success, reward, and relaxation.
Within a few decades, this marketing worked. Women’s alcohol consumption began to rise, and with it, the rates of alcohol-related harm. Research shows that alcohol use disorder in women has increased by 80% over the past 30 years. That’s a staggering rise, and it coincides almost exactly with the era of hyper-targeted alcohol marketing to women.
Why ‘Pink Drinks’ and ‘Mummy Wine Culture’ Are Risky
The drinks themselves aren’t neutral either. Sweet, fruity, pink beverages are designed to taste easy and familiar - often masking alcohol’s strength. One “pretty” cocktail can contain as much alcohol as a full glass of wine or more, but it doesn’t feel like it when you sip it. Over time, these drinks train your body and brain to expect alcohol as a form of relaxation.
Then there’s the cultural side: the idea that women deserve a nightly glass of wine after managing work, kids, and life. Social media amplifies this with memes about “wine o’clock” and celebratory photos. It normalizes alcohol as the only way to cope or reward yourself.
The danger isn’t always in the hangover or the obvious loss of control. It’s in the slow, almost invisible accumulation of alcohol in the system - the subtle hormone disruption, the poor sleep, the creeping weight gain, and the increased risk of cancers.
So, is a bottle a night “normal”?
If by normal you mean common - yes, nightly wine consumption has become more common, especially among women in midlife. But if by normal you mean healthy, the answer is very different. Alcohol, even in what feels like moderate amounts, has measurable impacts on health, mood, and longevity.
Even if you wake up “okay,” your body may still be experiencing:
Sleep disruption: Alcohol reduces REM sleep, the stage your brain needs for repair and memory consolidation.
Hormonal imbalance: It interferes with estrogen, progesterone, and stress hormones, which is particularly impactful in perimenopause and menopause.
Mood and cognition changes: Alcohol is a depressant. It temporarily relaxes, but can worsen anxiety and brain fog over time.
Long-term disease risk: Cancer, liver disease, heart disease - even moderate drinking contributes to these risks.
Recognizing the Signs You Might Need a Break
You don’t need to “hit rock bottom” to benefit from a pause. There are subtle signs your relationship with alcohol might be creeping into risky territory:
You rely on wine to switch off at the end of the day.
You’re making mental rules about drinking (“just one glass” or “only on weeknights”) and then breaking them.
You notice you’re drinking more than intended without really thinking about it.
Alcohol is impacting your sleep, mood, or energy - even if you still wake up “okay.”
Taking a break - even just 30 days - can reset your body, improve sleep, rebalance hormones, and give you clarity about your drinking habits.
The Bigger Picture
It’s important to remember that the normalization of alcohol, especially for women, is no accident. For decades, the alcohol industry has strategically marketed to women, creating a culture where daily drinking feels not just acceptable, but expected. And it’s worked: rates of alcohol-related harm in women are rising sharply, and subtle cues like “pink drinks” and “mummy wine culture” make it feel like having a bottle a night is ‘just life’.
But it doesn’t have to be. Awareness is the first step. Understanding how alcohol affects your body, and recognizing the cultural conditioning around drinking, gives you power to make different choices - ones that support your health, energy, and emotional wellbeing.
Your Move
If you’re wondering whether a nightly glass (or bottle) is really “okay,” it’s worth pausing and checking in with yourself. How do you really feel after a week, a month, a year of drinking?
My October 30-Day Alcohol-Free Challenge is designed to help you find out. It’s a gentle, supportive reset that lets your body heal, your sleep deepen, and your clarity return - all without judgment. Check it out HERE.