A series of studies focusing on behavioral mechanisms of alcohol reward have shown that compared to Asn40 homozygotes, Asp40 carriers report greater subjective reinforcement from alcohol consumption in the laboratory (Ray and Hutchison, 2004) and in the natural environment, measured using ecological momentary assessment (EMA) methods (Ray et al., 2010d). EMA data revealed that Asp40 carriers consumed more alcohol per drinking episode and that although craving was positively associated with alcohol use, in general, among Asp40 carriers, craving was less strongly related to alcohol use as compared to Asn40 homozygotes (Ray et al., 2010d). These studies are consistent with the hypothesized role of endogenous opioids as mediators of the reinforcing effects of alcohol and suggest that favorable phenotypes to probe for the effect of the Asn40Asp SNP may involve assays of the rewarding effects of alcohol.