The present study sought to evaluate the influence of different musical genres on the temporal description of sensations and the global acceptability of IPA New England style craft beer. The dominant sensations were determined using the temporal dominance of sensations (TDS) method with 50 participants submitted to five sound conditions: absence of music and four musical genres (classic rock, sertanejo, pop and soft rock). The sensorial acceptability of craft beer was assessed using the 9-point hedonic scale, with 140 consumers, in the same consumption contexts. The TDS curves indicated significant diferences (p < 0.05) in sensory perception of the beverage in the different consumption environments. The bitterness sensation was present in all sound conditions. However, for each musical genre a different sensation was present, reported as fruity flavor for classic rock, refreshing for pop, lightness for soft rock and astringency for sertanejo. Craft beer showed greater acceptance when consumed to the sound of classic rock. Thus, some musical genres can be effectively used to influence the experience of tasting and consuming food and beverages, such as craft beer, making it possible to modify or intensify the dominant sensation and acceptability of the beverage. In addition, ambient music can be used by producers and traders as a tool to differentiate and expand the attractions for the target audience of this product.