The Alcohol & Addiction Podcast

BrewDog just inked a deal with West Ham United. To most, it’s just marketing. To me? It’s a megaphone for the Liquid Lie.   In this episode, I take you back to my boyhood in Manchester—pies, Bovril, and the first time I swore at a match. But beneath those memories was something deeper: a craving to belong.   The pint wasn’t about taste. It was about validation. It said: “You’re one of us.”   Football is supposed to unite us—but for many boys, it teaches that manhood is earned through alcohol. That to be part of the tribe, you must drink like one of the lads.   We’re not just talking beer and goals—we’re talking identity. And it’s time we rewrote the script.