How do you drink religiously?

A Dry January ad catches the eye.

Jonny Torrance

Jonathan is a priest and theologian who researches theology and comedy.

A subway billboard ad show a nun cradling a beer.

Lucky Saint.

On a recent trip across London, I was slightly surprised to be exhorted multiple times to “Drink Religiously.” For those of you, like me, not from the capital, this is an ad campaign for Lucky Saint non-alcoholic beer. It features an image of a nun in a classically pious pose, cradling in her hands a bottle of the apparently blessed brew.

Further research (by which I mean a quick Google search), revealed the beer is a new arrival on the scene, and is the “official” beer of dry January. And the name? Well the website claims it is “a wry nod to the virtuousness of drinking alcohol-free.”

Christian nerd that I am, this ad got me thinking. What should we make of the suggestion to “drink religiously”?

Well firstly using the imagery of religion to advertise beer feels a little new. Doing things “religiously” has not tended to be seen as a positive, and so it hasn’t been a key part of the advertising strategy of brewers: an advert that tells you to drink sinfully sounds a lot more plausible. Maybe this is over-reading things, but the ad is emblematic of what we are increasingly observing – our culture feels more open to God, or at least to religion, than it was. Even if all we do with that openness is sell stuff.

That said, the ad also works because it assumes we all know what religion is, so much so that we know what “drinking religiously” would involve. Religion, in the language of the ad, is concerned with moral uprightness. Obviously religious people, if they are going to drink, are going to drink alcohol free beer, because we all know that alcohol is morally bad, or so the implied argument goes. They even use that rather unfashionable word virtue. There’s more than a hint on the website that drinking this beer makes you just a little bit better than everyone else.

But what might Christian religious drinking be? Well, I can only speak for myself, but the ad made me think about Communion – that strange moment in church services where Christians drink wine to remember, and somehow partake in, Jesus’ blood.

Now, Communion is an incredibly rich topic and has layer upon layer of meaning. But one thing we remember as we eat bread and sip wine, is that we are precisely not better than other people. That to be “religious”, or better still to be Christian, is not to be more virtuous than others, if anything it is to be more aware of our need.

When we come to take Communion, we come with empty hands, and are fed. We come acknowledging not our luck but our weakness, and are given drink. We come with our need and are met by the God who gives us more than we can imagine, because he gives himself.

What might it mean to “drink religiously”?

Call me a cynic, but I think it might be something other than just enjoying the taste of beer without risking a hangover.

Perhaps it might mean to meet with Jesus Christ in a sip of wine on a Sunday morning.

But then I haven’t actually tried Lucky Saint, so who knows, maybe drinking it really is a religious experience.

Cheers.

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Hospitality

29 October 2024

2 min read

A budget for belonging - why social infrastructure deserves investment

Loneliness is a deep and costly social challenge.

David Barclay

David is a partner with the Good Faith Partnership, collaborating on solutions to social problems.

Warm Welcome Campaign

There has been much discussion in the run-up to the Budget about how changing the ‘fiscal rules’ could enable Rachel Reeves to invest more in physical infrastructure like green energy, schools and transport projects. But what usually gets less focus in these discussions is the vital role of ‘social infrastructure’, and how public funding can help build a more connected society.

We are facing many challenges as a country, but few are as deep and costly as loneliness. Nearly half of UK adults report feelings of loneliness, with seven per cent experiencing chronic loneliness (defined as feeling lonely always or often). More than 1 million people over 75 report going over a month without speaking to a friend, neighbour or family member. Loneliness is strongly linked to mental health issues such as depression, anxiety, and stress. It can lead to lower self-esteem and exacerbate existing mental health conditions. Chronic loneliness is associated with various physical health problems, including cardiovascular disease, weakened immune function, and increased mortality risk. Studies have shown that loneliness can increase the risk of premature death by up to 26 per cent.

Loneliness is a global issue, and it’s not a surprise that countries around the world are starting to develop strategies to respond to this highly significant public health challenge. Seoul in South Korea is putting $326 million toward combating the scourge of loneliness and preventing the growing number of “lonely deaths.” The new initiative in the South Korean capital plans to set up a 24-hour hotline for people feeling isolated, expand one-on-one mental health counseling services, and open four locations next year where people can have meals and talk to others.

Closer to home, the Welsh Government has just announced a £1.5m funding package to support Warm Spaces this winter as a way to tackle both fuel poverty and social isolation. I’ve had the privilege over the last three years to lead the Warm Welcome Campaign, a network of over 4000 community spaces across the UK who initially came together in the height of the energy crisis to keep people warm through the winter. What we have learned is that people might come for the warmth but they stay for the welcome, with rates of chronic loneliness plummeting through engagement with a local community space.

Given the slow but steady erosion over the last decades of physical spaces in communities where people can connect, the new Government would be wise to consider how we can turn the tide on this and develop a flourishing national network of spaces of connection and belonging.

Government funding for this kind of social infrastructure might seem outside of the norm for a Budget, but it would represent an investment of public funding which could reap huge long-term dividends.