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In the present thesis the preferences and consumer’s behavior are investigated regarding the domestic and imported alcoholic beverages. In the first place, a literature review is presented with an extensive reference to the alcoholic beverage industry and consumer behavior in terms of the alcohol consumption. Specifically these elements are related to the description of the sector in Greece as well as the economics of the sector. Subsequently, relevant information refers to the demand of alcoholic beverages and consumer trends on domestic and imported consumption. In this context parts the consumer behavior for the selection criteria of alcoholic beverages and preferences to them. Nearing the end of the bibliographic research a presentation is made with photos of some coffee-bars of Thessaloniki’s center that reflect their cellars. Primarily it was found that the cellars of café-bars own imported alcoholic beverages. Then, the research methodology is indicated in order to be shown the steps that are followed for the conduction of this study. Also follows the analysis of the questionnaire. In the final stage the field research is made out and the research results are presented in tables as they collected from the statistical analysis program SPSS. To sum up, there are the conclusions of the research - study and the literature which is Harvard type.