Students were given their choice of a regular or light beer or the LAC beer throughout the evening. Results indicate that the students' overwhelming preference was for the light and regular beers. When the light beer ran out, consumption of regular and LAC beer increased dramatically, although regular beer consumption increased to a far greater extent. When regular beer ran out, consumption of LAC beer increased by 300 percent immediately thereafter and then declined toward the end of the party. A taste preference test indicated that students preferred the LAC beer. Males drank significantly more beer than females, although gender was not predictive of the type of beer chosen. Factors contributing to this pattern of alcohol consumption may include a brand-name label preference, a desire for higher alcohol content beer, and a non-macho stigma associated with LAC beer. Implications for drunk driving and marketing of LAC beer are briefly noted. 1 figure and 11 references.