This monography consisted in the analysis of the strategy of labels and packaging in the growing Market of artisanal beers in the act of buying of the consumer. The monograpjy presents a brief introduction of artesanal beer in Brazil and the consolidation of the same in the national Market. Later, the concept of gourmetization and the importance of this concept in the growth of this Market together with the sensorial factors necessary for the labeling and packaging strategy to be applied are discussed. To confirm the theories addressed by secondary means and specialized websites, a field survey was carried out with a total of 58 respondents. It was concluded that the strategy of labels and packaging is very important for this Market, as it reaches the intended target public.