A data profile of the people who buy, follow and care about Heineken in Brazil — modelled from more than twelve digital signal sources. Heineken has an estimated audience of 4,682,463 people in Brazil.
The average Heineken fan in Brazil is 41.5 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Bahia.
Top brand affinities include Pale lager, Brewery, Beer, with strongest over-indexing on Pale lager (5.45× the country average).
Demographically, the Heineken audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Heineken fan in Brazil is balanced, around 41.5 years old, with strong Patriotism tendencies and a notable affinity for Pale lager.
The key figures that characterise the Heineken profile in Brazil.
48.6% are female, 51.4% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 48.6% |
| Male | 51.4% |
| Average age | 41.5 |
| Estimated audience size | 4,682,463 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 21% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 23% |
of the worldwide Heineken audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 20.5% |
| United States | 10.4% |
| Italy | 9.4% |
Where the Heineken audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bahia | ~400K | 1.44× | |
| 02 | Sergipe | ~70K | 1.43× | |
| 03 | Pernambuco | ~300K | 1.31× | |
| 04 | Alagoas | ~80K | 1.22× | |
| 05 | Maranhão | ~100K | 1.11× | |
| 06 | Tocantins | ~30K | 1.11× | |
| 07 | Goiás | ~200K | 1.09× | |
| 08 | Pará | ~200K | 1.09× | |
| 09 | Piauí | ~70K | 1.06× | |
| 10 | Amapá | ~20K | 1.06× | |
| 11 | Mato Grosso do Sul | ~70K | 1.05× | |
| 12 | Mato Grosso | ~90K | 1.04× | |
| 13 | Roraima | ~10K | 1.00× | |
| 14 | Minas Gerais | ~500K | 0.96× | |
| 15 | Ceará | ~200K | 0.93× | |
| 16 | Rio de Janeiro | ~400K | 0.92× | |
| 17 | Rio Grande do Norte | ~70K | 0.92× | |
| 18 | Rondônia | ~40K | 0.92× | |
| 19 | Amazonas | ~70K | 0.91× | |
| 20 | Acre | ~10K | 0.88× | |
| 21 | Federal District | ~70K | 0.85× | |
| 22 | São Paulo | ~1M | 0.83× | |
| 23 | Espírito Santo | ~80K | 0.83× | |
| 24 | Paraíba | ~80K | 0.81× | |
| 25 | Paraná | ~200K | 0.78× | |
| 26 | Santa Catarina | ~200K | 0.75× | |
| 27 | Rio Grande do Sul | ~200K | 0.72× |
The strongest cross-interests of the Heineken audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Guinness | Food & Beverages | 6.62× | ||
| 02 | Beer style | Food & Beverages | 5.68× | ||
| 03 | Pale lager | Food & Beverages | 5.45× | ||
| 04 | Lager | Food & Beverages | 3.66× | ||
| 05 | Beer festival | Food & Beverages | 3.46× | ||
| 06 | Stella Artois | Food & Beverages | 3.46× | ||
| 07 | Wine & Spirits | Food & Beverages | 3.28× | ||
| 08 | Brewery | Food & Beverages | 3.16× | ||
| 09 | Budweiser | Food & Beverages | 2.70× | ||
| 10 | Draught beer | Food & Beverages | 2.38× | ||
| 11 | Brewing | Food & Beverages | 2.10× | ||
| 12 | Happy hour | Food & Beverages | 2.06× | ||
| 13 | Mouthwash | Health | 2.05× | ||
| 14 | Beer | Food & Beverages | 1.86× | ||
| 15 | Batman | Movies & TV | 1.69× | ||
| 16 | Localiza | Cars & Mobility | 1.65× | ||
| 17 | Khan Academy | Business & Career | 1.64× | ||
| 18 | Distilled beverage | Food & Beverages | 1.63× | ||
| 19 | Electrolux | Home & Garden | 1.54× | ||
| 20 | Soft drinks | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.06× | |
| Need for Security | CONSERVATISM | 1.03× | |
| Quality Awareness | PREMIUM | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.59× | |
| Early Adopter Mentality | POWER | 0.63× | |
| Career Orientation | POWER | 0.70× |
Heineken's target market in Brazil covers an estimated 4,682,463 people, concentrated in São Paulo and Minas Gerais.
48.6% of the Heineken audience are female, 51.4% are male, with an average age of 41.5 years.
Heineken fans show strongest brand affinity for Pale lager (5.45×), Brewery (3.16×), and Beer (1.86×) over the country average.
Heineken fans in Brazil are most concentrated in São Paulo (reach ~1M), Minas Gerais (reach ~500K), and Bahia (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Heineken itself, the audience over-indexes on Brewery (3.16×), Beer (1.86×), Batman (1.69×), and Beer festival (3.46×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Heineken. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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