When asked about their drinking habits, most people who consume alcohol above recommended levels have a strikingly similar response: “I’m not like those people.” This psychological phenomenon, known as othering amongst drinkers, has emerged as a significant obstacle in addressing alcohol harm across the UK and beyond.

Recent research examining 18 studies involving hundreds of participants reveals a troubling pattern. People drinking at risky levels consistently distance themselves from what they perceive as “real” problem drinkers. This happens even when their own consumption puts them at considerable health risk.

Understanding Othering Amongst Drinkers and Problem Recognition

Othering is the practice of constructing a problem “other,” someone fundamentally different from ourselves. In the context of alcohol, it means drawing sharp boundaries between one’s own “responsible” drinking and the problematic drinking of others.

This isn’t simply denial. Moreover, it’s a sophisticated set of strategies people use to maintain a positive self image. Meanwhile, they continue potentially harmful behaviours. The research shows that othering amongst drinkers operates through several interconnected themes. Furthermore, each theme reinforces the belief that “I’m in control, not like them.”

How Heavier Drinkers Justify Control Over Their Alcohol Consumption

Control emerges as the central justification for dismissing personal risk. Participants in the studies repeatedly emphasised their ability to manage their drinking. Additionally, they contrasted themselves with those who had “lost control.”

One participant drinking well above recommended limits explained: “I know for a fact I’m nowhere near that stage” of losing control. This person acknowledged regular heavy drinking. Another stated: “We always stop before feeling drunk, so we can control the amount.”

This distancing from problem drinkers through claims of control creates a dangerous illusion. The alcoholic stereotype becomes the benchmark for concern. This stereotype depicts someone visibly dependent, unable to function, drinking from morning onwards. Consequently, anyone not matching this extreme image can convince themselves their drinking poses no real threat.

The Health Paradox: How Drinkers Dismiss Alcohol Related Harms

Perhaps most concerning is how people use selective health markers to justify continued heavy drinking. The research uncovered what might be called “personal exceptionalism.” This is the belief that one’s own body somehow escapes the well documented harms of alcohol.

Participants pointed to their ability to exercise, maintain employment, or care for children as evidence. They believed this proved their drinking wasn’t problematic. One 55 year old man drinking heavily asked: “I’m perfectly fit, everything’s fine, so how is this half a dozen pints doing any irreparable damage?”

This form of othering often involves comparing oneself to those with visible health problems. “It’s never been what I call a health problem, like my brother,” explained one participant. “It killed my brother, he was alcoholic.” Despite this, they were unable to connect their own regular drinking to potential health consequences.

How Stigma Reinforces Othering Amongst Problem Drinkers

What makes othering particularly insidious is its relationship with stigma. People engaging in distancing from problem drinkers inadvertently strengthen the very stereotypes they’re trying to avoid. By emphasising that “real” alcoholics are fundamentally different (homeless, violent, unable to function), they reinforce harmful stereotypes. At the same time, they normalise their own risky behaviour.

This creates a vicious cycle. The stronger the stigma around alcohol problems, the more people need to distance themselves from that identity. Yet this very distancing reinforces the stigma. As a result, it makes it even harder for anyone to recognise and address their own relationship with alcohol.

Drinking Contexts: How Drinkers Use Situational Factors to Other

The research identified numerous ways people distinguish “acceptable” drinking from problematic consumption:

Drink type matters. Wine and real ale drinkers positioned themselves as sophisticated and responsible. Meanwhile, they othered those who drink spirits or “cheap and nasty lager.” One participant dismissed white cider drinkers entirely. They stated such drinks are “exclusively drunk by people who have drink problems.”

Timing creates boundaries. Drinking in the evening is social and acceptable. In contrast, morning drinking signals serious problems. Therefore, the when of drinking becomes more important than the how much.

Motivation provides cover. Those drinking to enhance meals or socialise see themselves as entirely different. They compare themselves to people drinking “to get drunk.” Yet the health impact remains the same regardless of intent.

Setting shapes perception. Home drinking can be framed as controlled and moderate. Alternatively, pub drinking might be seen as excessive, or vice versa. This depends on what justifies one’s own patterns.

Age Based Othering in Drinking Groups and Behaviour

Othering amongst drinkers often involves age based comparisons. Older drinkers characterised younger people as reckless “binge drinkers.” Conversely, younger participants dismissed older drinkers as having different problems. Each group used age as a marker of difference. Consequently, this reinforced their own drinking as the acceptable norm.

Why Understanding Othering Amongst Drinkers Matters for Public Health

Understanding othering isn’t about blame. Rather, it’s about recognising a psychological barrier. This barrier prevents people from making informed choices about their health.

Only 34% of people drinking at levels that increase their risk of harm are motivated to reduce their consumption. Othering helps explain this gap. When someone can always point to someone drinking “worse” than them, recognising personal risk becomes nearly impossible. Similarly, when they can tick boxes proving they’re still in control, still healthy, still functioning, the denial continues.

The research suggests this distancing from problem drinkers serves multiple purposes. It protects self image and avoids the discomfort of recognising harmful behaviour. Additionally, it shields people from the heavy stigma attached to alcohol problems. However, these short term psychological benefits come at a long term cost to health and wellbeing.

Moving Beyond the Alcoholic Other: Challenging Drinking Categorizations

The solution isn’t to make people feel ashamed. Rather, it’s about challenging the false dichotomy between “normal drinkers” and “alcoholics.” Alcohol problems exist on a continuum. Someone doesn’t need to match every stereotype of addiction before their drinking merits attention.

Recognising this continuum is crucial. Alcohol problems exist in shades rather than absolutes. Therefore, this understanding could help reduce both stigma and the psychological need for othering amongst drinkers. When there’s no longer a stark “us versus them,” acknowledging drinking as a potential concern becomes less threatening.

Health campaigns and conversations about alcohol might benefit from emphasising similarities rather than differences. Instead of reinforcing extreme stereotypes, focusing on common experiences could help. This approach across the drinking spectrum could make it easier for people to evaluate their own relationship with alcohol honestly.

The Path Forward: Reducing Othering Amongst Heavier Drinkers

Breaking down othering requires gentle challenge to the narratives people construct. When someone says “I’m not like those people,” the response shouldn’t be confrontation but curiosity. What exactly makes them different? Furthermore, are the distinctions they’re drawing meaningful for health outcomes?

The research makes clear that people aren’t simply in denial. Instead, they’re using sophisticated strategies to maintain a positive identity. Meanwhile, they engage in risky behaviour. Understanding these strategies is the first step towards more effective conversations about alcohol and health.

Ultimately, reducing othering amongst drinkers means creating space for people to acknowledge concerns. They should be able to do this without feeling they’re admitting to being fundamentally flawed or different. It means recognising that most people drinking at risky levels are, in their own eyes and often in reality, still meeting responsibilities. Additionally, they’re maintaining relationships and living their lives.

The question isn’t whether someone matches a stereotype. Rather, it’s whether their drinking is affecting their health, relationships, or wellbeing. This applies even in small ways they might prefer not to notice.

Source: dbrecoveryresources