- Zero Proof
- Posts
- The Curious Case of Dopamine
The Curious Case of Dopamine
plus US Navy Seals and why you want more drinks once drunk


Welcome to Zero Proof, the weekly manifest making it easy to feel good about not drinking.
Your feedback fuels the fun, so click the polls and throw us a cheeky comment.
If you haven’t subscribed, join the community and get weekly Zero Proof here:
As always, don’t borrow from tomorrow.
-Billy & Connor
Also, don’t forget to fill out our usual poll at the bottom of the newsletter if you have feedback on the content of this specific issue.
Which section of the newsletter do you enjoy most?Help us keep Zero Proof fresh! |
Here’s what’s on today’s menu:
No Booze News 📈: What alcohol is actually doing to you
They’re one of us 🤝: Two US Navy SEALs on living in reality
Wait, but why? 🤔: Why do you keep drinking after your drunk?
Healthy Habit 🌱: Get cold more often
Product Spotlight 🛒: Recess - the zero proof sampler
Events🔫: Ditch the drinks, embrace the splat
No Booze News 📈:
You should probably know how alcohol makes you drunk
For as much alcohol as there is around the world, you probably don’t reallllyyyy understand what’s happening when you drink or why it makes you drunk.
Could you have walked someone through the explanation below ?? 👇
Here's a stepwise breakdown of what happens when you first drink alcohol:
Absorption: Alcohol travels from your stomach and small intestine into your bloodstream.
Distribution: From your bloodstream, alcohol reaches your organs, including your brain.
Intoxication: In the brain, alcohol disrupts communication between nerve cells. It increases the activity of GABA, a neurotransmitter that makes you feel relaxed, and decreases the activity of glutamate, a neurotransmitter that excites your neurons. This imbalance is what makes you feel drunk.
Metabolism: Your liver breaks down alcohol into harmless acetate, but this process takes time.
Consistent alcohol consumption can lead to reduced dopamine and endorphin transmission, less GABA, and enhanced glutamate activity. This can make you more likely to feel anxious, have trouble sleeping and ironically experience less pleasure. These changes are what can lead to a cycle where you then need to drink to get back to baseline and feel normal.
So we typically choose to drink to enhance a situation or try and feel better, but ultimately alcohol is working in the reverse. A helpful little tid bit to keep in mind if you’re thinking you actually want that next drink 💭
They’re one of us 🤝:
The Navy SEALs are nothing new to most of you. They are viewed to be some of the baddest, toughest, and most resilient human beings on the planet. At their core they also embody what it means to seek your full potential and sacrifice everything for something bigger than yourself. In essence, they are considered to be America’s closest thing to real life super hero’s. And two of them are talking about no longer drinking? Hmmm 🤔

In a recent episode of the Shawn Ryan Show, two former US Navy SEAL’s (Dom Raso and Shawn Ryan) discuss Alcohol.
In this discussion they make two things clear:
Alcohol is engrained into our society and tied to every single thing and emotion we feel
Alcohol is a distraction and takes away from our true potential
Dom says, “I feel like alcohol is a really big distraction away from the beauty and fullness of what life has to offer. I feel like every time we do drink, it is taking us away from reality.”
He then asks and answers a fundamental question the Zero Proof community is rallying around:
“Why do we drink? We drink to feel something. And reality is that feeling is not the way you’re feeling. You’re masking it with something else. When we should be really focused inwardly on like, how are we actually feeling?”
Dom’s reflection on this question is one to really consider ourselves. His answer makes it pretty dang easy to see the irony in that.
In response to Dom, Shawn Ryan, goes into highlighting how Alcohol has been associated to every feeling we experience. “It is immersed in every part of our culture. Let’s go watch a sports game, let’s drink. We did something we need to celebrate, let’s drink. We did something we need to mourn, let’s drink. It’s everywhere you look.”
Really interesting to see two of “America’s Super Hero’s” identifying as fellow Proofers.
Tune into the full discussion on the topic below:
Wait, but why? 🤔:
Why do you want to drink more once you’re drunk?
Imagine your brain is like a giant party machine. It loves to crank up the feel-good tunes with a chemical called dopamine. Now, alcohol is kind of like a party crasher. Alcohol barges in and blasts the dopamine volume way up, making you feel happy and relaxed – that's why that first drink can be so enjoyable.

But here's the thing: your brain is a pretty smart bouncer. After a while of this boozy partying, it starts to adjust the volume knob. It needs more alcohol to get the same happy feeling from that first drink. This is called tolerance.
Now, when you don't have that extra alcohol pumping, the dopamine party gets a little quiet. Your brain, missing the good vibes, starts to whine: "Hey, where'd the party go? We need more dopamine!" This whining translates to cravings – that insistent voice in your head saying, "Another drink would be nice!"
The problem is, alcohol is also a bit of a sneaky bartender. It muddles your judgment, the part of your brain that usually says, "Whoa there, maybe slow down!" So, with the party music pumping and your judgment a little fuzzy, it's easy to chase that feel-good feeling with another drink, even if you know you might have a bit too much later.
That's the cycle 🌪️:
First drink gives you a dopamine boost
Your brain adjusts tolerance levels
You crave more to feel good again
Your judgment weakens, making it easy to keep drinking
Healthy Habit 🌱:
Cold Plunge Therapy: Unleash your dopamine the right way… and much more

Keeping on the SEAL theme… Are you looking to simulate part of hell week daily? Or perhaps your are looking for a natural mood boost and a potential edge on your mental well-being? You might want to consider taking the plunge. Cold water immersion, also known as cold water therapy, has been gaining traction for its invigorating effects.
The "what" behind this practice is simple: briefly submerging yourself in frigid water, typically below 50°F (10°C). This triggers the body's "fight-or-flight" response, a surge of adrenaline and noradrenaline. But the benefits go beyond the initial shock. Cold exposure also stimulates the release of dopamine, a crucial neurotransmitter associated with motivation, reward, and pleasure.
Dopamine plays a central role in our feelings of satisfaction and accomplishment. Studies suggest that cold water plunging can lead to a significant increase in dopamine levels that last for several hours after exposure. This can translate to heightened focus, improved motivation, and a more positive outlook – all aspects crucial for mental clarity and a productive day.
Whereas as alcohol and other nefarious substances typically give you a quick dopamine spike followed by a crash and leading to a craving for more…
Cold exposure = better way to get dopamine 🥶
Proofer Products 🛒:
Recess: the Zero Proof sampler

Recess is on a mission to give you “your favorite cocktails without the consequences.” For this reason, we are highlighting them as our proofer product this week!
Check out their new bundle pack called “the Zero Proof sampler”
We hope you enjoy!
Suggest a product to be featured on Zero Proof!Let us know about a product you think is perfect for Proofers and we'll give you a shoutout next post |
Event Spotlight 🔫:
Ditch the drinks, embrace the SPLAT

We figured since we got you all hyped up on the Navy SEALs that we would provide and event idea that would get your inner SEAL going. Outside of just living your dream of being a SEAL for a day, paintball is a great way to spike your adrenaline and get the energy going for a day of fun.
What is it?
Paintball is a sport / game to play with a group of friends, co-workers, your team, etc. Geared up with protective equipment and armed with paint-filled projectiles, you and your team navigate a tactical course, strategizing maneuvers and executing daring attacks. The rush of dodging paintballs and the satisfaction of a well-placed shot provide an unparalleled sense of excitement, leaving little room for thoughts of needing a drink.
Why am I going to like it?
Beyond the immediate thrill, paintball offers a surprising benefit for those seeking a healthier social outlet. Check out more of the benefits of playing paintball!
Where can I play it? (some ideas):
Suggest an event to be featured on Zero Proof!Let us know about an event you think is perfect for Proofers and we'll give you a shoutout next post |
What did you think of today's edition? |
Share Zero Proof
Stop what you’re doing and tell the person next to you about Zero Proof right now! Too much? Fine. We’ll settle for you just copying and pasting this link to others: