This study evaluates the impact of consumer constructs, including Wine Cellar ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan.A quantitative survey was administered to collect the data and a path analysis conducted to test the model.Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect charger to local brands.Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.