Experience marketing has been increasingly adopted in the approach to consumers, because through it is possible to create or strengthen consumer relations with brands or companies. With the change in the profile of parties, events and nightclubs, they became suspicious of a possible change in consumption habits by young people, who began to look for consumer experiences instead of just products or services. The following study seeks to identify through qualitative research, consumption habits and understand which the main factors that influence young people in deciding which alcoholic beverage to consume at Premium night events in Rio de Janeiro.