Why are legacy beer brands struggling? Why are younger consumers quietly opting out?
And why does every conversation about declining alcohol sales still avoid the obvious conclusion?

Why Reality TV Needs Drunk Men

Shane Ramer is the founder and host of That Sober Guy Podcast, a culture and performance platform examining what happens when high-performing men remove alcohol and reclaim clarity, focus, and leverage.
 
Since launching the show in 2014, Shane has reached millions of listeners across 100+ countries by challenging conventional narratives around masculinity, success, and sobriety. His work sits at the intersection of identity, discipline, and modern performance.
 
Shane works privately with executives, founders, athletes, and creatives who are no longer interested in numbing high performance with low-level coping tools. His approach reframes sobriety not as healing, but as optimization, removing friction so men can operate with precision in business, health, and leadership.
 
He is also the creator of the Sober Male Index, a performance-focused data project tracking how sobriety impacts focus, productivity, income, and social dynamics in men.
 
Shane is a husband of 20 years, a father of two, and lives his work through faith, fitness, and daily discipline.