Just thinking about tequila, whiskey or wine shifts your mindset – new research

Most celebrations in the U.S. involve alcohol, in large part due to marketing and advertising. Arturo Peña Romano Medina/E+ via Getty Images

Thinking about certain types of alcohol can alter your mood and trigger certain mindsets, especially among young consumers. For instance, tequila calls up a party mindset, whiskey activates a masculine mindset, and wine primes a sophistication mindset.

Those are the key takeaways of a new study my team and I published in the journal Young Consumers.