Want to win 2 tix to the biggest UFC match of the year!?💥🥊 HOP WTR is partnering with Part-Owner, Brand Ambassador, @dustinpoirier ⁠ One winner will receive:⁠ 🎟️ 2 tickets to UFC 281⁠ 🛏️ Lodging in NYC for the weekend of the fight⁠ 👋 meet & greet with Dustin Poirier

.@CBrands CEO Bill Newlands on consumer trends: "You consistently see lower calorie, lower carbs... but you also see higher flavor interests. We've noted in the seltzer consumer that more and more consumers are looking for more flavor." Full comments: finance.yahoo.com/

Okay, so I get the hype with #HOPWTR now. It’s pretty stellar.

A7. I feel like I’m constantly shouting out @HopWtr but they are doing a lot of things right when it comes to generating positive word of mouth. #TwitterSmarter

On Pausing Alcohol "Always carry a flask of whiskey in case of snakebite, and furthermore always carry a small snake." -- W. C. Fields About six months ago, I stopped drinking alcohol. I feel much better, and I’m mad as hell about it. I never really drank through my 20s and 30s, but grew to really enjoy whiskey through my 40s, coincident with “Mad Men”, and roughly a thousand academic studies that proved that alcohol is actually good for you. Win/win! I had read that the sure sign of an alcoholic is someone who drinks at night, by himself, at home, so I decided to only drink at night, by myself, at home. I was even scurrilously quoted as saying “the perfect day is 10 hours of caffeine followed by 4 hours of alcohol”, which I did indeed say, and which is still indeed true. Unfortunately, in recent years, it’s become clear that most or all — probably all — of the scientific studies on the benefits of alcohol are fake, the scientists unwitting or witting victims of selection effects. As Michael Crichton says, “wet streets cause rain”, or rather wet streets don’t cause rain. It turns out that sick people often don’t drink, or subjects just lie to researchers about their consumption outright. There go the studies. It is now pretty definitively clear that no amount of alcohol is good for you. Andrew Huberman recently summed this conclusion up on his podcast; the topic made me so enraged I never listened to the episode, but I did read the notes. Andrew says “the best amount of alcohol to drink is no alcohol” — imagine someone who both hates and loves humanity that much. Since I stopped drinking, I feel much better. I don’t need as much sleep, but my sleep is better. I’m more alert through the day. I’m cogent and focused at all times. I have more energy when I exercise, and it’s easier to control my diet. It’s great, and I am super mad about it. I feel like the color has drained out of my evenings[*]. Spending time with people is still fun, but now it’s hard to sit still and watch a movie or read a book and unwind at the end of a hard day. I’m more prone to just work until bedtime. Grump grump grump. Frankly, I don’t know what Elon is doing farting around with cars and rockets and Twitter, why doesn’t he solve THIS problem[**]. And one of these days, I am going to get deeply, seriously, hammered. But not today! [*] A lot of people I know are substituting cannabis or hallucinogens for alcohol. I’m not, I won’t touch any of those things — a topic for another time. [**] I’ve been trying all the alcohol free whiskeys, wine, and beer. So far, no luck on the whiskeys. For wine, Sovi is pretty good. For beer, there are quite a few good choices; I’ve become partial to Hopwtr, which is zero calorie hop-flavored sparkling water. I’m still not drinking either at breakfast, though I am tempted.

For those taking a break for #SoberOctober, this week we're looking at the best non-alc options out there. Like @HopWtr! The new non-alcoholic sparkling hop water crafted with bold hops and mood-boosting ingredients.