This research focused on factors that may influence consumers’ intention to purchase Arada hard seltzer product in Bahir Dar city. Factors examined are intrinsic factors (i.e. perceived quality, perceived risk and perceived value) and extrinsic factors which include perceived price, packaging, advertisement and store image. All responses were collected by using questionnaire through convenience sampling (n=330).closed ended Questionnaire was employed to gather data. The research instrument for the study is designed through conducting the quantitative method. Data was analyzed through descriptive statistics, comparing mean analysis (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions).According to the study findings, five factors: advertisement, perceived quality, Packaging, perceived price and store image were identified as critical factors that consumers of Arada hard seltzer products perceive to be important in influencing their purchase intention. The study also finds out that perceived risk and perceived value also have least significant effect on consumers purchase intention of Arada hard seltzer products in Bahir Dar city. The Finding of the study shows that there is a significance difference between sex of consumers of Arada hard seltzer products. The product is more consumed by female consumer which affected by advertisement and perceived quality than male consumer. the study also shows that there is a significance difference between consumers of Arada hard seltzer products who belongs to different age groups with regard to packaging and store image, perceived quality, perceived price and advertisement. The study also concludes that there is significant difference between the respondents‟ educational level and the factors they consider to be important in influencing their purchase intention are perceived quality, advertisement, store image and packaging. Respondents with low income group consider the important factor influencing their purchase intention is perceived price and medium and high income generator group think product quality, advertisement and store image. respondents who have a larger family size give more attention to advertisement and perceived quality when they buy Arada hard seltzer products.