This work aims to understand what are the main elements considered by the consumers of artisanal beers during the purchase decision making process, increasing the understanding about the perception of this market segment, enabling the improvement of the communication of artisanal breweries with their public-target. For this, an exploratory research step was used with market entrepreneurs, bibliographical references and a questionnaire with consumers and non-consumers of artisanal beers in the state of Rio de Janeiro. Thus, enabling an improvement in the communication of the producers with the consumer market of artisan beers, encouraging the application of resources in factors with the greatest impact on consumption.