The beer market is becoming stronger in Brazil. It is currently the 4th largest producer in the world. In addition, a survey entitled National Survey on Alcohol Consumption Patterns in the Brazilian Population revealed that beer is the beverage most consumed by Brazilians and there is no statistical difference in gender for beer consumption, being 62 per cent among men and 58 per cent among women. Although it is seen that women are earning more money, being extremely influential in purchase decisions and breweries still maintain advertising campaigns targeted primarily to men. The present work aims to study the behaviour of female purchase and consumption of beer. The research developed during the work raises some perceptions, opportunities and issues that stimulate the consumption of drinking by women, identifying their preferences and habits. In order to answer the ultimate goal of the research, questionnaires were administered to 102 women in the city of Rio de Janeiro that consume beer, supplemented with a semi-structured interview. Data were analyzed using descriptive statistics, creating spreadsheets and graphs to better conclusions. It is concluded that women believe that beer advertising violates the female audience and that would favor the use of handsome men in beer commercials, the same way that women use. Still, beers with less alcohol or no alcohol are not attractive, but the possibility of specifying a beer at a female audience, with lighter taste and less fattening would be attractive.