Ep. 149: Why Women are Drinking More, and Who Benefits ft. Celeste Yvonne

In today’s episode, Sara sits down with author and advocate Celeste Yvonne, whose book It’s Not About the Wine cuts straight through the noise of mommy wine culture and exposes what’s really going on behind the scenes.

This conversation digs into the political and psychological systems that encourage women to drink, profit from their burnout, and quietly benefit when mothers are overwhelmed, numb, and too exhausted to challenge the status quo.

Sara and Celeste unpack how alcohol became the “acceptable” coping mechanism for modern motherhood, why women are drinking more than ever, and how targeted marketing turned female exhaustion into a trillion-dollar opportunity for Big Alcohol. If you’ve ever wondered why drinking feels so normalized for moms or why quitting sometimes feels rebellious, this episode will connect the dots.

They also explore what happens when women finally step out of that fog. Spoiler, clarity changes everything. From relationships to emotional patterns to political awareness, sobriety becomes a form of awakening, and that awakening has a ripple effect.

If you’ve felt the spark of something waking up inside you, this episode will fan that flame.

In this episode, you’ll hear:

• Why mommy wine culture exploded on social media and who benefitted from it
• How Big Alcohol used burnout, overwhelm, and emotional labor as a marketing strategy
• Why numbing out keeps women small, quiet, and disconnected from their own power
• The cultural expectations that trap women into drinking more than they realize
• How marketing shifted from cigarettes to wine, and why women became the primary target
• The connection between sobriety and political clarity
• What real self care looks like when alcohol is no longer the default
• How sobriety gives women their voice back, and why that voice matters
• The emotional patterns alcohol keeps hidden and what rises to the surface when you stop
• Why women often feel angrier in early sobriety, and why anger is actually a sign of waking up

About Celeste

Celeste Yvonne is a writer, speaker, and author of It’s Not About the Wine: The Loaded Truth Behind Mommy Wine Culture. Her work has been featured in the Washington Post, Today Show, and Good Morning America. You can follow her on social media @theultimatemomchallenge (on Instagram, Facebook, and TikTok) or on Substack.

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Books Mentioned

1. Dopamine Nation by Dr. Anna Lembke Referenced for understanding the pain, pleasure, and dopamine balance.
2. Atomic Habits by James Clear Recommended for building new habits and rewiring routines in early alcohol-free life.
3. This Naked Mind by Annie Grace A foundational book that helped Sara shift her beliefs about alcohol.
4. The Addiction Inoculation by Jessica Lahey Recommended by Celeste for understanding how to raise kids in an alcohol-centric culture.
5. Fawning by Dr. Ingrid Clayton Mentioned in your discussion about people-pleasing and emotional patterns.
6. Quit Like a Woman by Holly Whitaker Cited as one of the major books shaping the conversation around women and alcohol.
7. Drink by Ann Dowsett Johnston Referenced for its research on how and why women became the primary target of alcohol marketing.
8. It’s Not About the Wine by Celeste Yvonne Central to the episode and the conversation about mommy wine culture and political awakenings.

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Dry January Waiting List

If something in this conversation stirred something in you, don’t ignore it. Dry January is right around the corner, and this is your chance to start the year clear, grounded, and fully back in your power. My 30 Day Alcohol Free Experience begins January 1, and the women who join this challenge always walk out with more confidence, more energy, and a level of clarity they didn’t know they were missing.

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