Whereas rodents generally reject high alcohol concentrations, access to 66% alcohol can reinforce operant licking in a progressive ratio situation. Three experiments were conducted to identify a potential mechanism underlying this effect. In Experiment 1, food-restricted male and female Wistar rats received access to either 66% alcohol or water in their home cage for one hour over four sessions. Consumption of alcohol and water was similar, showing that rats neither preferred nor rejected 66% alcohol. Peripheral (but not central) activity in an open field (OF) was higher after access to 66% alcohol than water, a result inconsistent with motor impairment. Blood alcohol concentration was higher after 66% alcohol than water and was positively correlated with fluid displacement and peripheral distance in the OF. c-Fos immunoreactivity after exposure to 66% alcohol vs. water showed increased activation in the nucleus accumbens shell, anterior cingulate cortex, and insular cortex. In Experiment 2, whether access to food was restricted (to an 81–84% of the ad libitum weight) or free (ad libitum), female Wistar rats licked at similar frequency from a sipper tube delivering 66% alcohol. This result is inconsistent with an account based on the caloric content of 66% alcohol. In Experiment 3, food-restricted male and female Wistar rats exhibited a positive correlation between activity in the central area of an OF (an index of sensation/novelty seeking) and licking for 66% alcohol. These results are consistent with the hypothesis that the reinforcing value of 66% alcohol is related to sensation/novelty seeking.