Blog: Andy MortonWill "consequence-free" drink drive us out of a job?

Andy Morton | 12 November 2013

Professor David Nutt, a clever bod who used to advise the UK Government on addiction, claims he is close to discovering a chemical compound that replicates the feeling of drunkenness, but without the hangover.

So what does this mean? Is the alcohol industry about to collapse as everyone shuns beer, spirits and wine for these new, consequence free, super drinks?

Not quite.

As Nutt himself writes: “The challenge is to prepare the new drink in a fashion that makes it as tasty and appealing.” Which, reading between the lines, tells me his chemical compounds taste about as inviting as they sound. Certainly not a patch on a 12-year-old malt.

Another reason we're all still likely to keep our jobs is that there are other factors for why people choose to drink. 

According to Ronald Siegel's book “Intoxication - Life in Pursuit of Artificial Paradise”, our desire to indulge is really an innate longing to alter our state of awareness. Siegal calls it the “fourth drive”, and puts it alongside food, sex and thirst as humankind's greatest and most basic motivators.

Though, of course, if, as Siegal says, all we desire from alcohol is the changed brain state that comes with it, then perhaps Nutt's chemical stand-ins are the perfect replacement. We scratch the itch, but we don't bleed, as it were.

In which case, we are all out of a job. And I'm in need of a stiff drink.

BLOG

To the morgue for Thai drink drivers

Would the thought of working in a morgue stop you from drink driving? ...

BLOG

Heineken plays 'hard' ball in US cider

You would be forgiven for thinking that the US cider boom is over. Sales growth of as much as 90% in the past few years has shrunk to double figures. ...

BLOG

PepsiCo's Johnston's new Twitter role is hard to Tweet

The drinks industry could do more to benefit from new technology. ...

BLOG

Lessons from the past in PepsiCo heir-apparent talk

The soft drinks world is abuzz today over what an executive shake-up at PepsiCo might mean to on-going speculation over CEO Indra Nooyi's successor....

just-drinks homepage



Forgot your password?