‘Some days I am a lunatic that thinks I can moderate’: Amalgamating recovery and neo-liberal discourses within accounts of non-drinking among women active in the ‘positive sobriety’ community on Instagram in the UK

•Online sober communities offer alternative spaces of support to Alcoholics Anonymous.•Women rejected and reproduced the discourse of alcoholics anonymous in their accounts of sobriety.•Abstinence was promoted as the most effective way of gaining control over drinking.•Online sober communities may fail resonate with people on the Alcohol Use Disorder spectrum.