Three principal findings emerged from this study: 1) Compared to appetitive control odors, aromas of preferred alcoholic drinks produced extensive medial prefrontal activation in heavy drinkers. 2) Right medial prefrontal activation by AO (compared to ApCO) separated HD-FHP from HD-FHN under placebo. 3) Intravenously infused and clamped (50 mg%) alcohol dampened the contrast between the odor classes in HD-FHP’s medial prefrontal cortex, but enhanced this stimulus class difference in the HD-FHN.