This study attempted to investigate the structural relationship between brand makgeolli selection attributes and brand image, attitude, and loyalty for those who have experienced drinking brand makgeolli. IBM SPSS25.0 and AMOS23.0 were used as statistical analysis tools to achieve the purpose of the study, and 346 copies of the study were used for analysis. In summary, the brand image showed a significant positive effect in the order of external quality, internal quality, and price quality of the selection attribute, and the brand attitude showed a significant positive effect in the order of internal quality, external quality, and price quality of the selection attribute. Brand image and brand attitude were verified to be major variables in the formation of brand loyalty, and all factors were not significantly influenced by brand loyalty in the brand makgeolli selection attribute. Based on these results, it is valuable to identify the measurement items that have proven the reliability and validity of the makgeolli selection attribute for consumers of brand makgeolli, and it is suggested that marketing strategies and long-term plans to build trust are needed to gain an upper hand in competition with other brands. Finally, as the liquor consumption trend changes rapidly, the difference between generations was verified, or the need for more detailed follow-up research was proposed by reducing the research subject.