Hard liquor is absorbed faster than beer which leads to a stronger rush effect. It's similar to snorting vs shooting cocaine. When the effect hits faster, the psychological association between the stimuli and the effect (sensitization) becomes stronger.
This effect has been demonstrated with rat studies using cocaine:
This effect has been demonstrated with rat studies using cocaine:
https://onlinelibrary.wiley.com/doi/10.1111/j.1460-9568.2005...