Product experience is shaped by the interaction between the human systems and the product. Human systems include a sensory system to perceive the surrounding world, an affective system that evokes emotional responses to certain stimuli, and a cognitive system that makes meaning and processes information. We hypothesise that experience is a combination between these three systems rather than a linear continuum of hedonic reactions. In order to test this hypothesis, we conducted a study measuring the experience of drinking craft and industrial beers. A total of 400 consumers were invited to drink beer, rate their liking and select a set of phrases that better described their drinking experience. Results showed no significant difference in expected liking and purchase intention between the eight beers evaluated. However, a difference between beers was observed for the CATA phrases. Cognitive phrases were more frequently checked for craft beers, while sensory, and affective phrases were more frequently checked for industrial beers. A Multiple Factor Analysis for Contingency Tables showed that the sensory and cognitive systems were more related to liking than the affective system.