Rascasse Audience Intelligence

Jim Beam Target Market in United States

Jim Beam has an estimated audience of 2.3M people in United States.

#12among Spirits in United States
#1392among brands in United States#790in Food & Beverages

The average Jim Beam fan in United States is 40.5 years old, more male, and lives primarily in California.

By number of fans, Jim Beam ranks #12 among the 336 objects in Spirits in United States — 2.8× the group median.

Its fans are 1.2 years older than the group average of 39.3.

Women make up 35.6% of the fan base, 7.7 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, Jim Beam fans stand out for their interest in Fortune Brands, Moray and Rye whiskey.

Most fans live in California, Texas, Florida.

Top affinities include Fortune Brands, Moray, Chivas Regal, with strongest over-indexing on Fortune Brands (55.07× the country average).

Demographically, the Jim Beam audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Patriotism, Quality Awareness.

The typical Jim Beam fan in United States is more male, around 40.5 years old, with strong Patriotism tendencies and a notable affinity for Fortune Brands.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.3M
in United States
Gender
35.6%♀
64.4% male
Age
40.5
average years
Country rank
#12823
among all objects in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Jim Beam

35.6% are female, 64.4% are male, average age 40.5.

Fig. 02

Gender split

35.6%
Female
64.4%
Male
Demographic split for Jim Beam audience in United States
MetricValue
Female35.6%
Male64.4%
Average age40.5
Estimated audience size2.3M
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Jim Beam audience in United States
Age bracketShare%
16-2414%
25-3424%
35-4422%
45-5420%
55+20%
Fig. 04

Worldwide distribution

32.1%

of the worldwide Jim Beam audience comes from United States.

Worldwide audience distribution share by country for Jim Beam
CountryShare
United States32.1%
India5.9%
Germany5.7%
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

Jim Beam customers by region in United States
#RegionReachAffinity×
01Kentucky~100K3.59×
02Indiana~60K1.42×
03West Virginia~20K1.30×
04Tennessee~60K1.28×
05Alabama~40K1.16×
06Arkansas~20K1.15×
07Maine~10K1.14×
08Nebraska~10K1.13×
09Missouri~50K1.12×
10Ohio~90K1.11×
11North Carolina~80K1.07×
12Pennsylvania~90K1.06×
13South Carolina~40K1.06×
14Illinois~90K1.04×
15Virginia~60K1.04×
16Kansas~20K1.04×
17Oklahoma~30K1.01×
18New Mexico~10K1.01×
19Wisconsin~40K1.00×
20Iowa~20K0.99×
21Michigan~70K0.98×
22Louisiana~30K0.97×
23North Dakota~5K0.97×
24Mississippi~20K0.96×
25Alaska~5K0.95×
26Texas~100K0.94×
27South Dakota~6K0.94×
28Georgia~70K0.93×
29Vermont~4K0.93×
30Minnesota~30K0.90×
31Connecticut~20K0.90×
32New Hampshire~8K0.88×
33Washington, District of Columbia~4K0.88×
34Maryland~40K0.86×
35Delaware~6K0.86×
36Washington~40K0.85×
37Colorado~30K0.85×
38Florida~100K0.84×
39Massachusetts~40K0.84×
40Montana~6K0.84×
41Rhode Island~6K0.84×
42New York~100K0.83×
43Oregon~20K0.82×
44Hawaii~8K0.82×
45Idaho~10K0.80×
46Arizona~40K0.79×
47Utah~20K0.77×
48New Jersey~50K0.75×
49Nevada~20K0.72×
50California~200K0.70×
Fig. 06

Affinity by region

Affinity by region — Jim Beam, United States
0.70×1.00×3.59×
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 Jim Beam audience vs. the country average
#·InterestCategoryAffinity×
01Fortune BrandsBusiness & Career55.07×
02MorayTravel & Leisure38.50×
03Chivas RegalFood & Beverages35.64×
04Elijah CraigFood & Beverages33.51×
05Laphroaig distilleryFood & Beverages31.09×
06Woodford ReserveFood & Beverages28.87×
07GlenfiddichFood & Beverages28.24×
08Maker's MarkFood & Beverages27.96×
09Buffalo Trace DistilleryFood & Beverages27.79×
10Bulleit BourbonFood & Beverages25.13×
11Small batch whiskeyFood & Beverages18.67×
12Rye whiskeyFood & Beverages14.67×
13Tennessee whiskeyFood & Beverages13.31×
14Blended whiskeyFood & Beverages9.69×
15Total Wine & MoreFood & Beverages7.24×
16Bourbon whiskeyFood & Beverages6.58×
17Indiana Hoosiers footballSports6.25×
18WaterfowlPets & Animals5.87×
19MenardsHome & Garden4.28×
20TexasTravel & Leisure2.64×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Jim Beam audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Jim Beam audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.81×
Quality AwarenessPREMIUM1.70×
DIY MentalityTHRILL1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Jim Beam audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.74×
MindfulnessBALANCE0.77×
SustainabilityBALANCE0.79×
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 Jim Beam 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/jim-beam-19234” · Methodology