Snippet
Comment
Eating
Fun & play
Resurrection
2 min read

How do you drink religiously?

A Dry January ad catches the eye.

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. 

Snippet
Creed
Eating
Time
1 min read

So, after Easter what comes next on the chocolate calendar?

Time for some innovation when marking the seasons.

Imogen is a writer, mum, and priest on a new housing development in the South-West of England. 

Broken bars of chocolate piled upon each other.

Mini eggs, creamy eggs, filled fancy eggs, and mini bunnies. The aisle ends of the supermarket have heralded the Easter season for several months. But now Easter is over, what chocolate delights are left to tempt us and keep our calendars on track? 

Some people mark the turning of the year with calendar notifications, some with key gardening tasks, and some with weather apps and temperature checks. I like to track the seasons with chocolate.  

Around September time, the Halloween snack-packs and pumpkin-shaped lollies hallow our shelves with spooky sugar-filled delights. As soon as November 1st hits, Halloween is usurped by Christmas cheer. Family sized chocolate boxes, snowball dusted truffles, and of course the essential stocking filler, the chocolate orange. Christmas is not long over when the colour of chocolate changes from brown (or orange) to pink. Valentine’s Day turns the world into love hearts and fluffy bears, including our chocolatey friends. Once commercialised affection has told us how to woo our loved ones, pink retreats making way for bunnies and eggs.  

In years gone by, Lent would have meant the restriction of chocolate in the run up to Easter Sunday. Pancake day was designed to use up the sweet treats in the home so that Lent could be a time of simplicity and prayerfulness. No longer. Pancake day is now an opportunity to buy additional sweet treats and the, once restricted, Easter Egg is front and centre of our aisle ends. Easter is now an extended season of feasting.  

Although it may sound like I’m complaining, I actually love the seasons. I find the markers of the year hold me as I navigate the, sometimes, monotonous days. The cocoa-themed calendar guides all of us through the year, pointing to the next big thing. The Church of England’s calendar, with its traditional liturgical seasons, colours, phrases, and festivals has declined in usefulness as churches are less frequently the focal point of communities. Perhaps the chocolate calendar can provide an alternative rhythm to the year for supermarket shoppers.  

So, after Easter, what comes next? The Halloween chocolate theme feels a long way off. In the Church of England ‘ordinary time’ marks this summer space between Pentecost and the anticipation of Advent. Days without especially special celebrations or rituals are simply ordinary days. But the ordinary days can also be sacred in their own way. They too carry meaning, hope, and an opportunity to encounter God. So in this ordinary time what should our chocolate calendar promote? Probably just a really good bar of chocolate.  

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