Abstract: The brewing industry in Nigeria appears characterised by a lot of rivalry in its struggle for dominance. In a bid to gain and retain their market share, the firms have adopted product innovation as a strategy. Unfortunately many of the new products seem not to survive long in the market. This study therefore, examined the relationship between organizational culture and innovation in selected breweries in South-East Nigeria. Specifically, it explored the nature of relationship between market culture and product innovation. Survey research design was adopted. Data were collected through questionnaire and hypothesis was tested using Pearson’s Product Moment Correlation Coefficient. The study revealed that there was a significant positive relationship between market culture and product innovation. Therefore, it is recommended that breweries in Southeast, Nigeria, should develop a market culture that focuses more on research and development so as to manufacture innovative products which will survive beyond the introductory stage, withstand competition and satisfy customers taste.