Yesterday marked the start of FebFast 2015, an annual fundraising campaign that challenges Kiwis to go a month without alcohol.
For many readers that would be no hardship - you may not drink at all or only drink occasionally, meaning a month without it would be no big deal.
But for a significant portion of our society, FebFast does present a real challenge, even for those that don't normally drink to excess or consider their alcohol consumption problematic.
Our culture is such that many social occasions involve alcohol - catching up for a drink at the pub, dinner and wine with friends, or a drink while watching the cricket or rugby.
It's perhaps only when you consciously make an effort not to drink alcohol that you realise just how difficult it is to avoid.