Researchers and the lay public have long known of a link between alcohol and aggression. However, whether this link results from alcohol's pharmacological effects or is merely an artifact of the belief that alcohol has been consumed (i.e., placebo effect) has been debated. The current experiments examined the propensity for alcohol-related cues to elicit aggressive thoughts and hostile perceptions in the absence of alcohol or placebo consumption. In Experiment 1, participants made faster lexical decisions concerning aggression-related words following alcohol-related primes compared with neutral primes. In Experiment 2, participants who first were exposed to alcohol advertisements subsequently rated the behavior of a target person as more hostile than participants who initially viewed control advertisements. Furthermore, this effect was largest among participants who most strongly associated alcohol and aggression. Findings are discussed in terms of semantic network theory and links in memory between alcohol and its anticipated effects.