The importance of the beer market and the national growth in the production and consumption of craft beers in Brazil is evident. Therefore, it is necessary to know the consumer's attitudes and behavior in relation to sensory and non-sensory characteristics of this beverage, in order to make it possible to maintain the product's success in the market. This work aimed at studying consumer’s attitudes and opinions about industrial and craft beer packaging in focus groups and at applying a modified choice-based conjoint analysis (MCBCA) in order to propose the ideal packaging for a Summer Ale craft beer. Three focus group sessions were carried out with a total of 18 participants and it was observed that brand, alcohol content, type of beer, color/ format of the label, standardization with dishes and illustrations are the important factors in the beer purchase decision process, while price, consumption context and lack of explanation of the type of beer are the limiting factors in this process. Harmonization information with dishes, illustration and brand were the factors selected to be used in MCBCA, aiming at studying the impact of these factors on consumer choice. Thus, three factors with two levels each were selected for the creation of the labels: harmonization ("presence"/"absence"), illustration ("referring to tradition"/ "referring to summer") and brand ("highlighting the brand”/ “highlighting the brand and type of beer”). Based on a complete factorial design, eight labels were created and supplied in an amber bottle to 144 consumers who choose only one of the eight packages. Based on the results of MCBCA, the defined package for the craft beer had the characteristics: presence of harmonization, illustration that refers to tradition and emphasizing the brand and type of beer. Through these results, it was possible to conclude that the determination of the relevant factors for consumers when choosing a craft beer of the Summer Ale type is fundamental to assist in the preparation of their labels, in order that the consumer purchases the product.