The craft beers are outlined as a distinctively flavored, brewed and distributed regionally, using top-fermenting (ale) yeast, bottom-fermenting (lager) yeast or spontaneously fermentation. Craft beers are largely consumed and produced in Brazil and presents great level of polyphenols, which would affect the consumer’s preference. In this way, we analyzed the relation between polyphenols, bitterness and composition of main different styles of craft beers and the consumer´s preference. Six different styles were analyzed according its polyphenol content, bitterness, chemical composition, sensory profile and preference. For preference, a panel with 62 non-trained assessors was used. For sensory profile, the quantitative descriptive analysis was performed, using expert assessors (n = 8). The preferred style was Classic American Pilsner and the style less preferred was Standard American Lager. The craft beer more preferred showed a decreased bitterness (9.52), polyphenol content (0.61 mg EAG/mL), total solids (6.75 ºBrix) and turbidity (7.27 NTU). This beer exhibited reduced sensory notes of malty, fruity, smoked, hoppy and phenolic, but a higher perception of floral, sweet and yeast notes. The bitter attribute has a reduced perception. This study advances understanding the sensory profile and complexity of craft beers styles from Southern Brazilian.