Country of origin effects on consumers’ evaluations of products have been of interest to researchers since the 1960s[1-4]. While it seems to be widely acknowledged today that country of origin has an impact on product evaluations[5], there is an ongoing debate concerning the magnitude of the effect, particularly in the presence of other extrinsic and intrinsic product information cues[6-9], and about the environmental[10-12] and individual factors[13-16] that may facilitate or inhibit reliance on country of origin. Consumer knowledge has been mentioned as one such individual factor in various publications[17-19]. However, relatively few publications have addressed the issue in detail, either conceptually or empirically. The purpose of this article, therefore, is to explore various dimensions of consumer knowledge as it relates to country of origin effects and then investigate how these dimensions of knowledge affect consumers’ use of country of origin in evaluating an alcoholic beverage, i.e. lager.