CleanCo teams up with sobriety coach Christy Osborne to call time on Mommy Wine Culture this Mother’s Day

This Mother’s Day, the world’s leading independent alcohol-free spirits brand CleanCo has collaborated with sobriety coach and founder of Love Life Sober, Christy Osborne, to challenge the cultural narrative that alcohol is an essential part of navigating modern motherhood.

As the conversation around alcohol consumption continues to evolve, particularly among women, Osborne is shining a light on the growing awareness of what’s come to be known as “Mommy Wine Culture”—and encouraging mothers, and those around them, to make more conscious, informed choices about their wellbeing.

“The notion that parenting is only manageable with a glass of wine in hand has become a familiar cultural trope,” says Osborne.  “But far from helping, this messaging is often damaging - both to mothers and the next generation watching them.”

As a leader within the no and low category, CleanCo understands the importance of speaking to new mums and mums-to-be with care and consideration, as an important demographic within the alcohol-free space.

“Having had three kids in the last three years I know all too well how easy it is to resort to age-old jokes about drinking to endure motherhood. Often it’s because you’re so exhausted and pretending “all is fine” that it’s easier to make a joke than confront the struggle you’re going through. And trust me, no one has the energy to be thinking of creative new jokes on 2 hours sleep, so the “ready for a wine!” commentary creeps in here, there and everywhere. So much so that that joke becomes the reality. And at a time in your life when you’re already questioning if what you are doing is “right” or “normal” when it comes to parenting, getting into the “mummy wine culture” can provide a sense of community or belief you’re doing “something normal” even if it doesn’t serve you anything positive,” added CleanCo’s Global CMO Sophie Brisbourne-Rhodes.

CleanCo and Osborne are encouraging women to reflect more critically on these narratives this Mother’s Day with Osborne sharing her views on how to navigate Mummy Wine Culture and make the right choice for you. Including how those around new mums can help: Recognise the Messaging
 “Messages suggesting that motherhood requires alcohol are everywhere—from social media memes to greeting cards. Phrases like ‘I wine because my kids whine’ or ‘Surviving motherhood, one glass at a time’ are so common, they often go unquestioned. But it’s time we started asking: who benefits from this narrative?”

Why This Matters

“A 2020 study from RAND Corporation found that heavy drinking days among women rose by 41% during the pandemic. Many mothers turned to alcohol as a coping mechanism—often without being fully aware of the long-term health implications.”

The Real Health Risks

“This trend has contributed to a rise in alcohol-related liver disease in women in their 30s and 40s. And alarmingly, just three glasses of wine per week is associated with a 15% increased risk of breast cancer. I’m not sharing this to scare or shame anyone—but to ensure women can make truly informed decisions.”

Who Profits From This Culture?

“This is not about personal blame—it’s about recognising the influence of multi-billion-dollar alcohol corporations who actively market to exhausted mothers. These businesses have a vested interest in normalising alcohol dependency, because it secures long-term consumers.”

The Messages We Send Our Children

“When we use alcohol to cope with parenting, we unintentionally model that stress requires numbing. Even young children pick up on more than we think—and these patterns can shape their own relationships with alcohol in the future.”

We Miss Out on What Matters

“Alcohol impairs memory formation and presence. As a mother myself, I now understand the truth behind the phrase ‘The days are long, but the years are short.’ I’d rather experience those years with clarity and presence, than miss moments believing wine made me a better parent.”

The Myth That Wine Makes Parenting Easier

“The initial feeling of relief from a drink is fleeting. Alcohol temporarily boosts dopamine, but the brain quickly counters this with dynorphin—a chemical that reduces pleasure. The result is a short-lived high, followed by a desire for more.”

Alcohol Compounds Stress

“While often positioned as a stress-reliever, alcohol actually increases stress hormones—cortisol and adrenaline—for up to 10 days after consumption. What feels like release in the moment, ultimately exacerbates anxiety and emotional fatigue.”

Sleep Is Significantly Impacted

“Alcohol is disruptive to the restorative sleep mothers so desperately need. It reduces time spent in REM sleep, leaving us more exhausted, less patient, and less equipped to handle daily demands.”

There Is Another Way

“True self-care doesn’t come in a glass. Rest, movement, time outdoors, meaningful connection, and mindful rituals are far more effective. And for those who still enjoy the experience of a drink, CleanCo’s premium alcohol free spirits offer an elegant alternative—without the consequences.”

This Mother’s Day, CleanCo invites women everywhere to raise a glass to a new definition of motherhood—one that is clear, conscious, and fully present.

“CleanCo doesn’t pass judgement on how and when people drink. We’re big believers that everyone’s relationship with alcohol is personal to them. What we are here to promote is informed choice, free from social pressures and norms. And also highlight that there are a wealth of alcohol-free alternatives out there now that allow you to have all the ritualistic benefits of drinking, without the negative consequences,” finished CleanCo’s Global CMO Sophie Brisbourne-Rhodes.

To learn morewww.lovelifesober.co.uk