If you're on social media chances are you've seen pictures like women guzzling oversized glasses of wine with hashtags like #daydrinking or #hidingfromthekids.
While many people get a chuckle out of these photos not everyone is laughing.
From movies like 'Bad Moms' to wine called Mommy's Time Out, companies are marketing to women feeling the growing stress of juggling demanding careers and raising children.
Heather Wendland is a nurse and mother to 8-year-old twins.
Wendland says it's not unusual to see overwhelmed moms sharing memes on social media.
Tina Marie Baeten, who is a recovering alcoholic - turned counselor and clinical supervisor - says sharing memes of moms overindulging to deal with parenting could be perceived as giving permission to others to do the same.
The Centers for Disease Control says women absorb more alcohol and take longer to break it down and release it from their bodies, which makes it more likely that women will suffer serious health problems - such as liver, brain and heart damage, and an increased risk of breast cancer.
It's worth noting that a recent study in the medical journal Jama Psychiatry found between 2002 and 2013 high-risk drinking or consuming four or more drinks a day, skyrocketed among women by 58 percent.