The global trend of self-optimisation [1] has a darker side, with some followers feeling overwhelmed [2] and socially isolated.
“Social isolation can be a side-effect of the self-optimisation trend which sees people trying to become the best version of themselves,” said NZABC Executive Director Virginia Nicholls.
“Drinking in moderation sits easily alongside self-optimisation and can support social connection,” said Virginia.
Research shows that beer, wine and spirits has helped people bond, celebrate and share a sense of belonging across our communities. This cultural heritage is reflected in the way UNESCO [3] protects traditional beer, wine, and spirits production methods, landscapes, and social rituals as intangible and tangible heritage to preserve ancient knowledge and sustain community identities.
“We all know that time with friends, shared enjoyment and simple moments of connection are also vital to wellbeing, and that is where moderation matters,” said Virginia.
When consumed in moderation, beer, wine or spirits can plan an important, positive role in society, contributing to both social connection and cultural life [4].
More adults than ever are choosing to drink in moderation. Five out of six New Zealanders (83.4%) drink beer, wine and spirits responsibly [5], and there has been an across-the-board decline in different measures of riskier drinking as compared to 2016/17.
The Stats NZ alcohol consumption per capita has also declined by more than 30% since 1986 [6].
Health NZ [7] low risk drinking guidelines are no more than two standard drinks a day for women, and three standard drinks a day for men, with at least two alcohol free days each week. It is also important not to drink while pregnant.
“For many Kiwis, having a beer, wine or spirit with friends and family is part of how they connect, celebrate and mark important moments. Moderation and connection can sit comfortably alongside a healthy and balanced lifestyle,” said Virginia.
References:
[1] Self-optimisation: conceptual, discursive and historical perspectives, Daniel Nehring, Anja Rocke, 12 January 2023: Self-optimisation: Conceptual, discursive and historical perspectives – Daniel Nehring, Anja Röcke, 2024,
“The imperative to optimise our ways of thinking, feeling and interacting with others features prominently in public discourse, and a range of commercial products and services are available to assist us in our quest to become the best version of ourselves.”
[2] In a recent University of Otago study on women’s exercise advice on social media the researchers are recommending ignoring the advice as it “misled with overcomplicated messages” and are reinforcing that “individual context matters”. Misled or misfed: Nutrition claims targeting active females on social media, is there research evidence to support them? Penelope A Matkin-Hussey, Alistair D Black, Katherine E Black, accessed 16 July 2026.
Media release: Study debunks misleading women’s exercise advice | University of Otago, accessed 16 July 2026.
[3] UNESCO — Intangible Cultural Heritage programme, 2013, 2016, 2022a, 2022b, 2024; UNESCO — Intangible Cultural Heritage programme.
Key UNESCO designations include Belgian beer culture, Georgian qvevri winemaking, German wine traditions, Cuban light rum, Serbian šljivovica, Japanese kōji spirits (shōchū/ awamori), traditional knowledge and skills of sake-making with kōji mold in Japan, and wine landscapes in Alto Douro, Burgundy, Champagne, Tokaj, Piedmont,
Lavaux, Wachau, Pico, and the Upper Middle Rhine
[4] Alcohol consumption can positively contribute to social connection and bonding: Dunbar et al., 2017; Sayette et al., 2012
[5] The annual NZ Health survey provides information on New Zealander’s health and wellbeing. s New Zealand Health Survey | Ministry of Health NZ, accessed 19 November 2025
[6] Stats NZ: Total NZ population 18 years and over alcohol available for consumption (per head of population). Year end 1986 (11.599 litres), year end March 2026 (7.618 litres): View table – Infoshare – Statistics New Zealand accessed 27 May 2026.
[7] Health NZ low-risk drinking advice: Alcohol.org.nz — Standard drinks and legal limits, accessed 27 July 2026.