The work reward cycle. Does anyone else use this paradigm? Work hard play hard. Somehow after a long week or finishing a weekend project is when I slip and reward myself with a beer the it all goes south. Any one have hints on how to get past the desire to reward with something other than booze? Happy Friday by the way.
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I wouldn’t be surprised if that was a liquor marketing slogan a few decades ago. Your reward perspective is the theme of many of the commercials. The other thing they are selling is confidence.
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I only post online if my bac is above .1 lol
It could also be that marketing uses psychological levers in the ads. It may not be wrong thinking but it does seem to have been hijacked. Interesting thought.
Yes, what Renee said. I’m sure you can replace that sneaky beer commercial in your head with something better. Or just ignore it. You got this! 
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Find new rewards.
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You have to flush the concept of a transactional relationship with alcohol, i.e, my work on this project equals my alcohol reward, and replace it the fact that you have an unhealthy emotional and physical relationship with alcohol that you have decided you want to end. How about utilizing the paradigm of " it's not you it's me", and move on with your life. Just like any other toxic relationship, the result is definitely worth the work, however difficult it might be. Make sobriety your new project if it helps. Best of luck on your journey.
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How about this one brother.
“WORK HARD EAT HARD!” 
It’s a matter of rewarding with something other than beer.
Our thought process/patterns have been on auto pilot for so long, now it’s time we change them.. the same way you learned how to rearward yourself with that drink/drinks.. except it will be something else.
That something else of your choice brother. The rewards will be memorable though.. no pun intended (memorable)
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I like the framing of alcohol as as a toxic relationship. Good stuff to think about.
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Makes a lot of sense. Spend some time on the grill and use that. Good idea brother. Thanks!
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Stick with it Dave - I love thinking of other rewards — chocolate, self massage, yoga, meditation, a beautiful mocktail - the list goes on!
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Peanut M&Ms 
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I asked the same of my AA group when I started. I never found an answer. I just eventually stopped expecting rewards. Food is ok, but the folks in my group who recommended it are obese…. No thanks.
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