In short, it’s a combination of the placebo effect caused by seeing, hearing, smelling, drinking the beer and the association of relaxation and euphoria, along with neurotransmitters, the feel-good brain chemicals released when we have fun socialising with family and friends.
My Experience Drinking Non-Alcoholic Beer And Feeling The Buzz
Of all the non-alcohol beverages I have tried, I find beer is the most convincing in persuading the brain of an alcohol drinker that there is nothing missing from the alcohol-free beer. Aromatic hops, firm bitterness, full flavoured malts, oats or lactose sugar to enhance the body are tools the brewer can use to make the case.
That buzz has repeatedly happened to me, especially when drinking with my pals. I first experienced it in an alcohol-free pub one year during Dry January when a well-known hospitality company switched one of its London sites to serve exclusively alcohol-free drinks. I was intrigued to see whether eschewing alcohol would attract customers, so I visited with a beer drinking pal. We each ordered a pint of draft pale ale and struggled to find a seat. The place was busy and looked, smelled, and sounded like any modern urban pub. People were doing pubby things – ordering burgers and pizzas, sitting in booths chatting, standing at the bar and drinking. There was a couple on a first date; a group of work mates playing board games; and someone had brought their dog which was fussed by almost everyone who passed by. The atmosphere was happy and there was no clue this pub was anything out of the ordinary.
After a couple of pints and much nattering and laughter both my friend and I felt tipsy. ‘Surely this can’t be no-alcohol beer?’ we wondered. When I ordered the third pint, I asked the bar staff to confirm it was alcohol free. It was. By the fourth pint I was giddy and so was my friend. We had a great time and the best bit was the following morning. We’d had all the jollity and none of the pain. Then it dawned on me. So long as a pub has all the visual motifs and sensory expectations and a person is drinking something that mimics its alcoholic counterpart it does not matter if alcohol is served. If it looks like a duck and quacks like a duck …
I was fascinated so I researched the subject and here’s the reason it happens.
The Placebo Effect – Why Your Brain Thinks You’re Drinking Alcohol
It’s a combination of seeing, hearing, smelling, drinking the beer and the association of relaxation and euphoria, along with neurotransmitters released when we have alcohol.
As for the neurotransmitters, they are feel-good brain chemicals released when we consume alcohol and it’s the same ones that give such delight when we spend time laughing with family and friends. Which means the brain’s reaction to alcohol and sociability correspond. This explains the buzz with an alcohol-free drink.
There is no collective noun for the brain chemicals, so I propose ‘an enjoyment’ of neurotransmitters because that’s what they bestow. This is the menu that gives us a high:
- Dopamine – The Reward Chemical provides a rush of pleasure and confidence
- Serotonin – The Mood Stabilizer enhances feelings of happiness and well-being
- Oxycontin – The Love Hormone confers a feeling of warmth and sociability
- Endorphins – The Pain Killers and mood elevators
This raises the question of whether we need alcohol at all if, in its absence, such beneficial vibes are gifted by the brain. As yet I haven’t undertaken any research about whether alcohol-free beer encourages dancing like no-one is watching, an urge to sing Bohemian Rhapsody at karaoke, and the mandatory visit to a kebab house on the way home. That behavioural comparison between the results of alcohol- and alcohol-free beer still needs to be conducted, and in the service of science, I nominate myself. Watch this space.
About Jane Peyton
Jane Peyton is the founder of School of Booze, the UK’s drinks education and events company she established in 2008. She was Britain’s first accredited Beer Sommelier of the Year and the UK’s first accredited Pommelier (cider sommelier), and held a Guinness World Record for hosting the world’s largest beer tasting tutorial. Jane has written fourteen books on drinks history and culture and is a regular broadcaster on BBC and commercial radio. She received a Lifetime Achievement Award from the Parliamentary Beer Group for her contribution to the UK drinks industry, and has spent her career creating accessible, engaging education and seminars for the public, the trade, and the media.
Jane’s books about beer include Beer Knowledge Box, The Philosophy of Beer, and Beer o’ Clock.
