Consumers interact with products using three mental systems: affects, senses, and cognition. These systems give rise to“consumer experience”. Two studies were conducted to measure the experience of drinking craft and industrial beers. The firststudy consisted in an online survey with 75 consumers whose goal was to select phrases related to each system. A set of 18phrases was selected to perform the second study in which consumers had to drink industrial beers, rate liking and selectphrases that best described their experience of drinking in a CATA list. CATA phrases were related to the affective, sensory orcognitive systems. Beers were rated similar in liking, however, significant differences were observed for the CATA phrases.Cognitive phrases were more frequently checked for craft beers while sensory and affective phrases were more frequentlychecked for industrial beers.