It's an idea that's used a bit around here, the idea that our urges and thoughts to drink are the alcoholic voice we are hearing, and its source is The Beast, which is really just the pleasure center in our brains. We all have one of these, it's just that ours has gone haywire from too much drinking.
Another way to describe the source of these urges is The Parasite. I like that one better I think, a thing inside us that is just along for that boozy ride. More on this at the Rational Recovery website.