Rascasse Audience Intelligence

Absolut Vodka Target Market in United States

Absolut Vodka has an estimated audience of 2M people in United States.

#20among Spirits in United States
#1594among brands in United States#895in Food & Beverages

The average Absolut Vodka fan in United States is 37.0 years old, balanced, and lives primarily in California.

By number of fans, Absolut Vodka ranks #20 among the 336 objects in Spirits in United States — 2.3× the group median.

Its fans are 2.3 years younger than the group average of 39.3.

Women make up 49.2% of the fan base, 5.9 percentage points more than the group average.

Compared with the other 335 objects in Spirits, Absolut Vodka fans stand out for their interest in San Pellegrino, Angelique Boyer and National Car Rental.

Most fans live in California, New York, Florida.

Top affinities include Kahlúa, SKYY vodka, Tito's Vodka, with strongest over-indexing on Kahlúa (17.06× the country average).

Demographically, the Absolut Vodka audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

The typical Absolut Vodka fan in United States is balanced, around 37.0 years old, with strong Indulgence tendencies and a notable affinity for Kahlúa.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2M
in United States
Gender
49.2%♀
50.8% male
Age
37.0
average years
Country rank
#14444
among all objects in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Absolut Vodka

49.2% are female, 50.8% are male, average age 37.0.

Fig. 02

Gender split

49.2%
Female
50.8%
Male
Demographic split for Absolut Vodka audience in United States
MetricValue
Female49.2%
Male50.8%
Average age37.0
Estimated audience size2M
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Absolut Vodka audience in United States
Age bracketShare%
16-2420%
25-3428%
35-4424%
45-5417%
55+12%
Fig. 04

Worldwide distribution

19.3%

of the worldwide Absolut Vodka audience comes from United States.

Worldwide audience distribution share by country for Absolut Vodka
CountryShare
United States19.3%
India7.7%
Brazil7.5%
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

Absolut Vodka customers by region in United States
#RegionReachAffinity×
01New York~100K1.19×
02Alabama~30K1.18×
03Ohio~80K1.15×
04Oregon~30K1.15×
05North Carolina~70K1.14×
06Louisiana~30K1.13×
07Pennsylvania~80K1.11×
08Virginia~60K1.10×
09Iowa~20K1.10×
10Mississippi~20K1.10×
11West Virginia~10K1.10×
12Connecticut~20K1.09×
13Arkansas~20K1.09×
14Massachusetts~40K1.08×
15Maine~9K1.08×
16Florida~100K1.06×
17Washington, District of Columbia~4K1.05×
18New Jersey~60K1.03×
19New Hampshire~8K1.03×
20Nebraska~10K1.02×
21North Dakota~5K1.02×
22Alaska~4K1.02×
23Nevada~20K1.01×
24Georgia~70K1.00×
25Michigan~60K1.00×
26Kentucky~30K1.00×
27California~200K0.99×
28Maryland~40K0.99×
29Delaware~6K0.98×
30Illinois~70K0.97×
31Indiana~40K0.97×
32Montana~6K0.97×
33Rhode Island~6K0.97×
34Kansas~20K0.96×
35Idaho~10K0.96×
36Texas~100K0.95×
37South Carolina~30K0.95×
38Vermont~4K0.95×
39Tennessee~40K0.94×
40Washington~40K0.93×
41Wisconsin~30K0.93×
42Minnesota~30K0.93×
43Arizona~40K0.90×
44Oklahoma~20K0.90×
45South Dakota~5K0.90×
46Colorado~30K0.88×
47New Mexico~10K0.86×
48Utah~20K0.85×
49Missouri~30K0.84×
50Hawaii~7K0.80×
Fig. 06

Affinity by region

Affinity by region — Absolut Vodka, United States
0.80×1.00×1.19×
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 Absolut Vodka audience vs. the country average
#·InterestCategoryAffinity×
01KahlúaFood & Beverages17.06×
02SKYY vodkaFood & Beverages16.99×
03Tito's VodkaFood & Beverages16.25×
04San PellegrinoFood & Beverages15.56×
05Angelique BoyerMovies & TV13.07×
06National Car RentalCars & Mobility10.41×
07Mario LopezMovies & TV8.74×
08SpainTravel & Leisure5.43×
09PeruTravel & Leisure5.33×
10GuatemalaTravel & Leisure3.93×
11MenardsHome & Garden2.76×
12Popeyes Louisiana KitchenFood & Beverages2.74×
13SoccerSports2.63×
14MexicoTravel & Leisure2.25×
15Texas RoadhouseFood & Beverages2.24×
16United StatesTravel & Leisure1.78×
17FamilyKids & Family1.56×
18FIFA World Cup 2026Sports1.54×
19PhotographyArts & Culture1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Absolut Vodka audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Absolut Vodka audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.57×
Urban LifestyleOPEN1.34×
Family OrientationCONSERVATISM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Absolut Vodka audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.96×
Risk AppetiteTHRILL0.99×
TraditionCONSERVATISM0.99×
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 Absolut Vodka 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/absolut-vodka-11428” · Methodology