Alcoholism is like a punch to the face. It's extremely difficult not to flinch when somepony rears back to punch you. Hard not to yelp, back away, tense up, even blink. You have to keep absolutely still as if nothing was happening, like trying to keep from drinking any cider or grape juice.

But if you flinch... you drink.

(A sort of memorial-type thing to remind people of those suffering from alcoholism, or any kind of addiction. These people don't choose to relapse. They have no choice but to because of the disease of addiction...)