Gowe is a sweetish paste of malted, fermented, and cooked sorghum and/or maize flour, consumed in its pure state, but preferentially as a beverage after homogenizing with water, sugar, milk, and ice. A survey was carried out at different localities in the traditional gowe producing areas to investigate the diversity of the processing techniques, consumers’ characteristics, and the quality attributes. Producers and sellers were women exclusively while consumers cut across all classes of age, socio-cultural groups, and educational levels. Gowe varied in cereal and processing techniques, with maize and sorghum being used either singly or in combination (maize/sorghum ratio varying from 1 to 3) through four processes. Apart from the alternative process which leaves out the malting step, gowe processing techniques aim at producing sweetish and acidic tasting products through malting, saccharification, and fermentation. A principal component analysis plot of quality criteria of gowe indicated that the preference of consumers was directly associated with the perceptions of producers.