The Makgeolli industry had expanded rapidly since the late 2008 in response to significant increase of exports as well as various government supports. However, the expansion of Makgeolli industry has slowed down in recent years due to the various reasons. It is essential for Makgeolli industry to correctly examine consumer purchasing behavior in order to restore its increasing market share in the alcohol market. This study classified Makgeolli consumers based on the patterns of lifestyle and analyzed purchasing behavior using survey data. Empirical results showed that the perceptions, places to drink, choice attributes of Makgeolli are statistically significantly different depending on the lifestyle of consumers. The findings of this study would provide empirical basis to develop proper market segmentation strategies in the Makgeolli industry to expand its market.