This study examined the utility of an implicit measure of cognitive associations, the Implicit Association Test (IAT; ), to assess alcohol-related approach dispositions. Forty-seven hazardous drinkers completed a modified IAT procedure that assessed the relation between alcohol and behavioral categories (i.e., approach and avoid). Participants completed a series of individual difference measures before an alcohol cue exposure task in which they anticipated alcohol consumption. Results indicate that the modified IAT is associated with binge drinking episodes, perceived difficulty controlling alcohol use, and appetitive responses to alcohol cues. Findings are discussed in terms of the potential value of this measure to assess alcohol-related memory associations among those whose alcohol use puts them at risk for harm.