Researchers conducted an observational study with the aim to determine if drinking occurrence, drinking continuation, and drinking quantity could be predicted via assessing moment-to-moment fluctuations in alcohol demand in individuals’ natural drinking environments.

• A total of 89 young adults (56% female; M age = 24.8) participated and described 14.5 drinking days (SD = 8.1) and 4.1 drinks per occasion (SD = 2.5) during ecological momentary assessment (EMA).

• The Alcohol Purchase Task was completed by the participants at baseline.

• Thereafter, data were retrieved from participants on their alcohol demand (breakpoint, Omax, intensity) and drinking behavior during EMA at daily, timed prompts from 6:00pm to 2:00am.

• Analyses revealed an association of alcohol demand with both when and how much individuals drink in their natural drinking environments.

• An association of elevations in alcohol demand was observed with raised likelihood of drinking and continuing to drink, and greater total alcohol consumption, both within and across drinking days.