Background. Behavioral economic research has revealed significant increases in alcohol demand following exposure to alcohol-related cues. Prior research has focused exclusively on non-treatment-seeking heavy drinkers, included only male participants, or used heterogeneous methods. The current studies sought to replicate and extend existing findings in treatment-seeking and non-treatment seeking heavy drinkers while also examining sex effects and moderation by AUD severity. Methods. Study 1 included 117 non-treatment seeking heavy drinkers (51.5% women; M age 34.69; 56.4% AUD+), and Study 2 included 89 treatment-seeking heavy drinkers with AUD (40.4% women; M age = 41.35). In both studies, alcohol demand was measured using a state-based alcohol purchase task (APT) and subjective alcohol craving was measured using visual analog scales. Measures were collected following exposure to neutral (water) cues in a standard room and alcohol cues in a bar lab.Results. Alcohol demand (intensity, Omax, breakpoint, and elasticity) and craving were significantly increased following alcohol cues compared to neutral cues (ps < .005) with effect sizes ranging from small to large (partial eta squared = .074-.480). Participants with AUD (Study 1) or with higher AUD severity (Study 2) reported higher craving and higher demand for most indices (i.e., main effects; ps < .032, partial eta squared = .043-.239), and a larger alcohol cue increase in Omax was found for AUD+ participants in Study 1 compared to non-AUD (p = .028, partial eta squared = .041). There were no significant sex effects. Conclusions. These findings replicate and extend prior research by offering additional insight into alcohol cue effects on the reinforcing value of alcohol and subjective motivation to drink. Results also suggest that the presence of an AUD may amplify cue effects on maximum alcohol expenditure but not for other indices of alcohol demand.