Rascasse Audience Intelligence

Smirnoff Target Market in United States

Smirnoff has an estimated audience of 2.5M people in United States.

#8among Spirits in United States
#1293among brands in United States#746in Food & Beverages

The average Smirnoff fan in United States is 37.4 years old, balanced, and lives primarily in California.

By number of fans, Smirnoff ranks #8 among the 336 objects in Spirits in United States — 3.1× the group median.

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

Women make up 50.6% of the fan base, 7.4 percentage points more than the group average.

Compared with the other 335 objects in Spirits, Smirnoff fans stand out for their interest in Ted Danson, Quinceañera (telenovela) and Savannah Guthrie.

Most fans live in California, Texas, Florida.

Top affinities include Ted Danson, Quinceañera (telenovela), Vodka, with strongest over-indexing on Ted Danson (12.16× the country average).

Demographically, the Smirnoff audience skews balanced with an average age of 37.4, and over-indexes on personality traits such as Need for Security, Convenience Orientation.

The typical Smirnoff fan in United States is balanced, around 37.4 years old, with strong Need for Security tendencies and a notable affinity for Ted Danson.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.5M
in United States
Gender
50.6%♀
49.4% male
Age
37.4
average years
Country rank
#11909
among all objects in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Smirnoff

50.6% are female, 49.4% are male, average age 37.4.

Fig. 02

Gender split

50.6%
Female
49.4%
Male
Demographic split for Smirnoff audience in United States
MetricValue
Female50.6%
Male49.4%
Average age37.4
Estimated audience size2.5M
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Smirnoff audience in United States
Age bracketShare%
16-2419%
25-3428%
35-4424%
45-5417%
55+13%
Fig. 04

Worldwide distribution

24.1%

of the worldwide Smirnoff audience comes from United States.

Worldwide audience distribution share by country for Smirnoff
CountryShare
United States24.1%
Brazil9.2%
India6.3%
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

Smirnoff customers by region in United States
#RegionReachAffinity×
01Texas~300K1.72×
02New Mexico~20K1.47×
03West Virginia~20K1.40×
04Kentucky~50K1.36×
05Oklahoma~40K1.30×
06Kansas~30K1.28×
07Arkansas~30K1.24×
08Indiana~60K1.20×
09California~300K1.18×
10New Jersey~80K1.14×
11Arizona~60K1.14×
12Alabama~40K1.14×
13North Carolina~90K1.13×
14Louisiana~40K1.13×
15Florida~200K1.11×
16Mississippi~20K1.10×
17North Dakota~6K1.09×
18Tennessee~60K1.08×
19Maryland~50K1.08×
20Iowa~30K1.08×
21Georgia~80K1.02×
22Nevada~20K1.01×
23Nebraska~10K0.99×
24South Dakota~6K0.99×
25New York~100K0.96×
26Ohio~80K0.95×
27Missouri~40K0.95×
28Colorado~40K0.95×
29South Carolina~40K0.95×
30Massachusetts~50K0.94×
31Alaska~5K0.94×
32Pennsylvania~90K0.91×
33Connecticut~20K0.91×
34Hawaii~10K0.91×
35Illinois~80K0.88×
36Virginia~60K0.88×
37Montana~7K0.88×
38Wyoming~4K0.88×
39Idaho~10K0.87×
40Rhode Island~7K0.86×
41Michigan~60K0.85×
42Minnesota~40K0.84×
43Utah~20K0.83×
44Delaware~6K0.83×
45Washington, District of Columbia~4K0.77×
46Wisconsin~30K0.76×
47Washington~40K0.70×
48Oregon~20K0.70×
49New Hampshire~7K0.67×
50Maine~7K0.65×
Fig. 06

Affinity by region

Affinity by region — Smirnoff, United States
0.65×1.00×1.72×
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 Smirnoff audience vs. the country average
#·InterestCategoryAffinity×
01Ted DansonMovies & TV12.16×
02Quinceañera (telenovela)Movies & TV5.68×
03VodkaFood & Beverages4.48×
04Savannah GuthrieMovies & TV3.96×
05Concurrent Versions SystemTechnology & Electronics3.59×
06MenardsHome & Garden3.33×
07GodzillaMovies & TV3.22×
08Instant messagingInternet & Social Media2.95×
09AdventureTravel & Leisure2.37×
10CleverMusic & Radio2.25×
11TelevisionsTechnology & Electronics2.20×
12PhilosophyBusiness & Career2.12×
13Video gamesGames1.90×
14Mobile phonesTechnology & Electronics1.85×
15United StatesTravel & Leisure1.78×
16Alcoholic beveragesFood & Beverages1.78×
17Food and drinkFood & Beverages1.70×
18FoodFood & Beverages1.65×
19BeveragesFood & Beverages1.65×
20MoviesMovies & TV1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Smirnoff audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Smirnoff audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.63×
Convenience OrientationPREMIUM1.51×
PatriotismCONSERVATISM1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Smirnoff audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.65×
Design AffinityPREMIUM0.69×
Early Adopter MentalityPOWER0.74×
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 Smirnoff 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
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/smirnoff-1961” · Methodology