This study focuses on comparative evaluations Brazilian consumers make in regard to attributes of brand, price and flavor concerning different bottles of vodka available on the market. The work aims at broadening the information net that might be necessary to underpin launching strategies in Brazil of Sweden-made vodka. Laboratory research and Conjoint Analysis methodology are used to collect and approach the data. The results lead to the understanding of the utility values of the attributes behind consumers preferences and choices. Finally, some suggestions for the product s marketing campaign are made, based on data collected through further qualitative approaches