The research problem studied was the influence of reference groups on the beer consumer s brand choice. This study is relevant and it can help those who seek for a better understanding of the relationship between beer consumer decisions and reference groups as friends, family, people from work and celebrities. The study involves others aspects as brand choice, consumer behavior, consumer decisions, reference groups and marketing. The following authors were the most cited: Mowen e Minor (2003); Senecal (2004); Solomon (2002); Schiffman e Kanuk (2000); Lee (2007); KROPP, et al, (1999); Bertolo and Romera (2011); Terry and Akshay (1992); Aaker (1998). Also for more information on the subject, a qualitative analysis was used through personalized interviews with six people. It could be concluded that people modify their consumption level of beer and their brand choices across the influence of the references groups.