Currently breweries are spending a large sum of money to attract consumers in using theirrnbrand. Customers consider certain attributes before loyal to certain beer brand. The objective ofrnthis study was to investigate underlying factors of consumers beer brand loyalty in Addis Ababa,rnEthiopia. Two sub-cites was selected from the target population of ten sub cites by using simplernrandom sampling method .A questionnaire survey was administered to conveniently selectedrn366 samples of respondents. The data were analysed using descriptive statistics, one wayrnANOVA, independent sample t- test and multiple regressions. The findings of the study showedrnthat brand name, availability, promotional mixes, price, quality, Social & situational influencernand packaging were identified as critical to brand loyalty decision and are major determinants ofrnbrand loyalty for brewery sector. Brand name is most important factor that directly influencernbrand loyalty. Particularly St. George beer is a top- of- mind brand for most consumers in AddisrnAbaba. Furthermore, the study found out that St. George beer brand is the most loyal brandrnfollowed by Habesha beer and Walia beer by majority of beer consumers in Addis Ababa.rnFurthermore, in one way ANOVA result the finding of the study shows that consumers of beerrnwho belongs to different income groups, age groups and educational levels perceive thernunderlying factors of beer loyalty differently. Regarding the brand loyalty level, most ofrnconsumers of beer are loyal to different brands available in Ethiopia. It is good if breweriesrnwisely choose the proper brand name that is memorable & meaningful and formrnassociations between the brand, the product and its attributes for emerging brands.rnBreweries can use process of manufacturing or the quality of ingredients used in the process ofrnbrewing, test and alcohol content of beer to position their beer as having quality.