Rascasse Audience Intelligence

Captain Morgan Target Market in United States

Captain Morgan has an estimated audience of 2,487 people in United States.

#287among Spirits in United States
#17520among Brand in United States#6505in Food & Beverages

The average Captain Morgan fan in United States is 41.2 years old, more male, and lives primarily in California.

Its fans are 1.9 years older than the group average of 39.3.

Women make up 38.6% of the fan base, 4.7 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, Captain Morgan fans stand out for their interest in Triple sec, Baldur's Gate 3 and Bespoke tailoring.

Most fans live in California, Florida, Texas.

Top affinities include Kraken Rum, Malibu Rum, Triple sec, with strongest over-indexing on Kraken Rum (26.44× the country average).

Demographically, the Captain Morgan audience skews more male with an average age of 41.2, and over-indexes on personality traits such as Patriotism, Need for Security.

The typical Captain Morgan fan in United States is more male, around 41.2 years old, with strong Patriotism tendencies and a notable affinity for Kraken Rum.

Category: Food & Beverages · Type: Brand · Subtype: Spirits

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2K
in United States
Gender
38.6%♀
61.4% male
Age
41.2
average years
Country rank
#175080
among all objects in United States
Fig. 01

Search interest · 12-month trend

+138%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Captain Morgan

38.6% are female, 61.4% are male, average age 41.2.

Fig. 02

Gender split

38.6%
Female
61.4%
Male
Demographic split for Captain Morgan audience in United States
MetricValue
Female38.6%
Male61.4%
Average age41.2
Estimated audience size2,487
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Captain Morgan audience in United States
Age bracketShare%
16-2416%
25-3421%
35-4419%
45-5421%
55+23%
Fig. 04

Worldwide distribution

0.1%

of the worldwide Captain Morgan audience comes from United States.

Worldwide audience distribution share by country for Captain Morgan
CountryShare
Germany13.0%
Indonesia12.8%
Canada7.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Captain Morgan customers by region in United States
#RegionReachAffinity×
01North Dakota<1K1.60×
02Minnesota<1K1.36×
03Wisconsin<1K1.34×
04South Dakota<1K1.31×
05Iowa<1K1.29×
06Nebraska<1K1.27×
07Michigan<1K1.18×
08Pennsylvania<1K1.17×
09West Virginia<1K1.14×
10Alaska<1K1.14×
11Rhode Island<1K1.13×
12Montana<1K1.10×
13New Hampshire<1K1.09×
14Kansas<1K1.07×
15Florida<1K1.06×
16Ohio<1K1.05×
17Indiana<1K1.05×
18Massachusetts<1K1.04×
19Delaware<1K1.04×
20Illinois<1K0.99×
21Connecticut<1K0.99×
22Maine<1K0.99×
23Alabama<1K0.97×
24New Jersey<1K0.95×
25Arizona<1K0.95×
26Nevada<1K0.95×
27Vermont<1K0.95×
28Missouri<1K0.94×
29Oklahoma<1K0.94×
30Kentucky<1K0.93×
31Arkansas<1K0.93×
32Idaho<1K0.92×
33Hawaii<1K0.92×
34North Carolina<1K0.90×
35Mississippi<1K0.88×
36New York<1K0.87×
37Tennessee<1K0.87×
38Maryland<1K0.87×
39Virginia<1K0.86×
40Louisiana<1K0.85×
41Washington, District of Columbia<1K0.85×
42Georgia<1K0.84×
43New Mexico<1K0.84×
44Texas<1K0.83×
45South Carolina<1K0.83×
46Utah<1K0.83×
47Colorado<1K0.80×
48California<1K0.78×
49Oregon<1K0.78×
50Washington<1K0.77×
Fig. 06

Affinity by region

Affinity by region — Captain Morgan, United States
0.77×1.00×1.60×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Captain Morgan audience vs. the country average
#·InterestCategoryAffinity×
01Kraken RumFood & Beverages26.44×
02Malibu RumFood & Beverages15.17×
03Triple secFood & Beverages11.41×
04Baldur's Gate 3Games10.04×
05Bespoke tailoringFashion & Accessoires7.13×
06RumFood & Beverages6.84×
07Savannah GuthrieMovies & TV3.44×
08Scooby-DooMovies & TV3.02×
09Eastern Time ZonePolitics & Society2.09×
10AutoZoneCars & Mobility2.00×
11Pizza HutFood & Beverages1.96×
12Instant messagingInternet & Social Media1.91×
13Video gamesGames1.90×
14Rock musicMusic & Radio1.87×
15TexasTravel & Leisure1.78×
16Little CaesarMusic & Radio1.67×
17NBCMovies & TV1.58×
18United StatesTravel & Leisure1.53×
19Outdoor recreationSports1.52×
20FoodFood & Beverages1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Captain Morgan audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Captain Morgan audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.62×
Need for SecurityCONSERVATISM1.50×
Convenience OrientationPREMIUM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Captain Morgan audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.64×
Design AffinityPREMIUM0.67×
Quality AwarenessPREMIUM0.82×
0×1.00× baseline2×
Appendix

Explore more audiences

More Spirits audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Captain Morgan over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
medium gender data available, but no age data or fewer than 100,000 people; read demographics as a tendency

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/captain-morgan-113” · Methodology