Not only can differences in the preferences of alcoholic beverage consumption can result from flavor or price, but also from past experiences or personal values. The correct perception of these effects over purchasing preferences adds a new approach to marketing efforts. The study of the effects of past experiences and its imprinting on individuals for a lifetime has been called cohort-marketing. Cohort is defined as a group of individuals that has grown in the same environment and shared similar life experiences during critical periods of life especially from the end of adolescence to the beginning of adulthood. Through the analysis of cohort in the customers attitudes of purchase, it is possible to identify the influence of belonging to a group on the purchasing behavior. This study investigates if there are vestiges of cohort effects in the preference for alcoholic beverage. By means of a quantitative analysis several beverages were analyzed. Results of the study points to the need of further analysis of the cohort effect and show how they can valuable to marketers.