This study aims to determine the segmentation of beer consumers of the Company Backus and Johnston S.A.A. in the district of Trujillo in the year 2018; for which, a survey was applied to a sample representative of 196 settlers selected at random in their homes, using two questionnaires, which collected the demographic characteristics of the respondent and their preference over the product. It was determined that there are two segments of consumers, the experimenters and the winners. The Experimenters are characterized by consuming the company's beer more frequently, since 67% do it once a month or less, and 78% prefer to do it at home or at the bar, while 22% also do it at home. Do in restaurants, open spaces or others; the most preferred brand is Pilsen Trujillo 47%, but 53% also consume Pilsen Callao, Cusqueña or Cristal; Regarding the format, 53% prefer to consume in normal, but 36% ...