Rascasse Audience Intelligence

Mezcal Target Market in United States

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

#17among Spirits in United States
#1534among brands in United States#861in Food & Beverages

The average Mezcal fan in United States is 40.4 years old, balanced, and lives primarily in California.

By number of fans, Mezcal ranks #19 among the 336 objects in Spirits in United States — 2.3× the group median.

Its fans are 1.1 years older than the group average of 39.3.

Women make up 45.6% of the fan base, 2.2 percentage points more than the group average.

Compared with the other 335 objects in Spirits, Mezcal fans stand out for their interest in Hornitos Tequila, San Bernardino Valley College and Puebla.

Most fans live in California, New Jersey, New York.

Top affinities include Hornitos Tequila, Tequila Rose, Espolòn Tequila, with strongest over-indexing on Hornitos Tequila (42.18× the country average).

Demographically, the Mezcal audience skews balanced with an average age of 40.4, and over-indexes on personality traits such as Tradition, Indulgence.

The typical Mezcal fan in United States is balanced, around 40.4 years old, with strong Tradition tendencies and a notable affinity for Hornitos Tequila.

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
45.6%♀
54.4% male
Age
40.4
average years
Country rank
#14041
among all objects in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Mezcal

45.6% are female, 54.4% are male, average age 40.4.

Fig. 02

Gender split

45.6%
Female
54.4%
Male
Demographic split for Mezcal audience in United States
MetricValue
Female45.6%
Male54.4%
Average age40.4
Estimated audience size2M
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Mezcal audience in United States
Age bracketShare%
16-2414%
25-3423%
35-4423%
45-5422%
55+18%
Fig. 04

Worldwide distribution

36.3%

of the worldwide Mezcal audience comes from United States.

Worldwide audience distribution share by country for Mezcal
CountryShare
United States36.3%
Mexico23.5%
Italy4.9%
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

Mezcal customers by region in United States
#RegionReachAffinity×
01New Jersey~200K4.02×
02Colorado~60K1.81×
03Connecticut~30K1.59×
04New York~200K1.43×
05Massachusetts~60K1.41×
06Washington, District of Columbia~6K1.39×
07South Carolina~40K1.30×
08Michigan~80K1.27×
09California~300K1.25×
10Texas~200K1.18×
11Iowa~20K1.16×
12Nevada~20K1.14×
13Illinois~90K1.13×
14Maryland~40K1.10×
15Oregon~30K1.06×
16Virginia~50K1.03×
17Washington~50K1.02×
18Tennessee~40K1.01×
19Georgia~70K0.99×
20Florida~100K0.98×
21North Carolina~60K0.96×
22Rhode Island~6K0.96×
23Hawaii~8K0.94×
24Arizona~40K0.92×
25New Mexico~10K0.92×
26Nebraska~10K0.92×
27Louisiana~20K0.89×
28Pennsylvania~70K0.88×
29Indiana~40K0.88×
30Maine~7K0.87×
31Minnesota~30K0.85×
32Kansas~10K0.84×
33Wisconsin~30K0.83×
34Idaho~9K0.83×
35Arkansas~10K0.82×
36New Hampshire~6K0.82×
37Alaska~4K0.82×
38Vermont~3K0.82×
39Delaware~5K0.81×
40Montana~5K0.80×
41Ohio~60K0.79×
42Missouri~30K0.79×
43Oklahoma~20K0.77×
44Alabama~20K0.74×
45Utah~10K0.73×
46North Dakota~3K0.72×
47Kentucky~20K0.71×
48South Dakota~4K0.71×
49Mississippi~10K0.59×
50West Virginia~6K0.59×
Fig. 06

Affinity by region

Affinity by region — Mezcal, United States
0.59×1.00×4.02×
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 Mezcal audience vs. the country average
#·InterestCategoryAffinity×
01Hornitos TequilaFood & Beverages42.18×
02Tequila RoseFood & Beverages27.70×
03Espolòn TequilaFood & Beverages23.15×
04Patrón TequilaFood & Beverages19.94×
05Don JulioFood & Beverages15.49×
06San Bernardino Valley CollegeBusiness & Career11.29×
07PueblaTravel & Leisure7.42×
08SocratesLiterature7.19×
09OaxacaTravel & Leisure6.97×
10Lime (fruit)Food & Beverages6.92×
11Liga MXSports4.55×
12UruguayTravel & Leisure4.12×
13TequilaFood & Beverages3.79×
14TacoFood & Beverages3.45×
15AlcoholFood & Beverages2.74×
16FIFA World CupSports2.09×
17FIFA World Cup 2026Sports1.77×
18SoccerSports1.65×
19CuisineFood & Beverages1.64×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Mezcal audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Mezcal audience vs. the country average · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.64×
IndulgenceJOY1.58×
Urban LifestyleOPEN1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Mezcal audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.98×
CreativityOPEN1.01×
PatriotismCONSERVATISM1.06×
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 Mezcal 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/mezcal-42574” · Methodology