Sober coach Lucy Rocca has been at the forefront of efforts to deal with a wide spectrum alcohol drinking problems since 2011, when she began to remake an alcohol relationship shaped in boozy 90s Britain. The effort led her to create Soberistas, a large online community that has since supported many thousands. She explores some of her own difficulties and worries that are more often faced by women, as well as policies which might improve the situation. We end by asking if the personal touch will still matter as we move into the age of AI? ■