This article surveys British consumers’ preference for domestic and imported beef identified by country of origin labels (COOLs). Like previous studies related to COOL, we found a strong preference for domestic beef. Furthermore, the factors influencing such preference were examined. Using consumer patriotism and country of origin image perception, we found that stronger preference against imports was linked to higher perceived level of patriotism of the respondents toward their country, while better country of origin image improved the likelihood of the foreign country’s beef being selected.