University of Manitoba Studies Urgent Impact of ‘Wine Mom’ Culture

UPDATE: The University of Manitoba has launched an urgent study into the rising phenomenon of “wine mom” culture, a trend that some experts warn could normalize excessive alcohol use among women. Natalie Riediger, an associate professor in the Department of Food and Nutritional Science, is spearheading this critical research, which aims to explore the impact of this culture on alcohol consumption.

The term “wine mom” has permeated popular culture, often depicted in films, TV shows, and social media as mothers coping with parenting stress by consuming wine. Riediger noted that products like T-shirts and baby onesies that reference this culture, such as “They whine. I wine.” and “I’m the reason mommy drinks,” are widely available online, reflecting its normalization.

Riediger’s interest in the topic intensified during the pandemic, as conversations surrounding the implications of “wine mom” culture began to shift. “Initially celebrated for its humor, this culture is now under scrutiny for potentially promoting alcohol use,” she stated.

Dr. Erin Knight, an addictions physician in Winnipeg, echoed these concerns, emphasizing the risks of normalizing high alcohol consumption. “We already observe significant alcohol-related harms, and the increasing acceptability of regular drinking can obscure the associated risks,” she cautioned.

In 2023, the Canadian Centre on Substance Use and Addiction revised its guidelines on alcohol consumption, stating that no level of alcohol use is considered safe. The new recommendations suggest reducing low-risk alcohol consumption from two drinks a day to two drinks per week, highlighting the escalating health risks associated with alcohol, including cardiovascular disease and liver complications.

While Statistics Canada data from 2023 revealed that men still drink more than women, Dr. Knight pointed out a worrying trend: more women sought treatment for alcohol-related issues during and after the pandemic. Notably, there has been an increase in alcohol-related liver disease among women, who metabolize alcohol differently than men.

The upcoming study will delve into how the perception and framing of “wine mom” culture have evolved. Riediger aims to understand why this trend resonated with mothers and how it influences their drinking behaviors. “We are committed to examining the full scope of wine mom culture over the next five years,” she said.

As the conversation surrounding alcohol consumption continues to evolve, this study could have significant implications for public health and the way women perceive drinking in the context of parenting. With the normalization of such behaviors at stake, Riediger’s research is timely and necessary.

Stay tuned for further updates on this developing story as the University of Manitoba begins its vital investigation into the impacts of “wine mom” culture.