Background: Urgent action is required to identify socially acceptable alcohol reduction options for heavy-drinking midlife Australian women. This study represents innovation in public health research to explore how current trends in popular wellness culture toward ‘sober curiosity’ (i.e., an interest in what reducing alcohol consumption would or could be like) and normalising non-drinking could increase women’s preparedness to reduce alcohol consumption.

Methods: Qualitative interviews were undertaken with 27 midlife Australian women (aged 45–64) living in Adelaide, Melbourne and Sydney in different social class groups (working, middle and affluent-class) to explore their perceptions of sober curiosity. Results: Women were unequally distributed across social-classes and accordingly the social-class analysis considered proportionally the volume of data at particular codes. Regardless, social-class patterns in women’s preparedness to reduce alcohol consumption were generated through data analysis. Affluent women’s preparedness to reduce alcohol consumption stemmed from a desire for self-regulation and to retain control; middle-class women’s preparedness to reduce alcohol was part of performing civility and respectability and working-class women’s preparedness to reduce alcohol was highly challenging. Options are provided for alcohol reduction targeting the social contexts of consumption (the things that lead midlife women to feel prepared to reduce drinking) according to levels of disadvantage.

Conclusion: Our findings reinstate the importance of recognising social class in public health disease prevention; validating that socially determined factors which shape daily living also shape health outcomes and this results in inequities for women in the lowest class positions to reduce alcohol and related risks.