Rascasse Audience Intelligence

Bacardi Target Market in Germany

A data profile of the people who buy, follow and care about Bacardi in Germany — modelled from more than twelve digital signal sources. Bacardi has an estimated audience of 528,395 people in Germany.

#10among Spirits in Germany#1466among Brand in Germany#535in Food & Beverages

The average Bacardi fan in Germany is 34.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Wild Turkey (bourbon), Rye whiskey, Burgundy wine, with strongest over-indexing on Wild Turkey (bourbon) (69.7× the country average).

Demographically, the Bacardi audience skews more male with an average age of 34.6, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Bacardi fan in Germany is more male, around 34.6 years old, with strong Patriotism tendencies and a notable affinity for Wild Turkey (bourbon).

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Bacardi profile in Germany.

Audience size
528K
in Germany
Gender
38.7%♀
61.3% male
Age
34.6
average years
Country rank
#11228
Brand in Germany
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Bacardi

38.7% are female, 61.3% are male, average age 34.6.

Fig. 02

Gender split

38.7%
Female
61.3%
Male
Demographic split for Bacardi audience in Germany
MetricValue
Female38.7%
Male61.3%
Average age34.6
Estimated audience size528,395
Fig. 03

Age distribution

Ø 34.6
average years
Age distribution of the Bacardi audience in Germany
Age bracketShare%
16-1927%
20-2928%
30-3919%
40-4915%
50+12%
Fig. 04

Worldwide distribution

5.3%

of the worldwide Bacardi audience comes from Germany.

Worldwide audience distribution share by country for Bacardi
CountryShare
United States20.1%
India15.0%
Mexico11.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Bacardi audience in Germany is strongest.

Fig. 05

Top regions by affinity

Bacardi customers by region in Germany
#RegionReachAffinity×
01Niedersachsen~70K1.34×
02Hamburg~10K1.24×
03Nordrhein-Westfalen~100K1.10×
04Hessen~40K1.05×
05Schleswig-Holstein~20K1.04×
06Baden-Württemberg~70K1.01×
07Brandenburg~20K0.99×
08Mecklenburg-Vorpommern~10K0.99×
09Bremen~5K0.99×
10Sachsen-Anhalt~10K0.98×
11Rheinland-Pfalz~30K0.97×
12Bayern~80K0.94×
13Sachsen~20K0.92×
14Thüringen~10K0.86×
15Berlin~20K0.85×
16Saarland~5K0.75×
Fig. 06

Affinity by region

Affinity by region — Bacardi, Germany
0.75×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Bacardi audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bacardi audience
#·InterestCategoryAffinity×
01Wild Turkey (bourbon)Food & Beverages69.70×
02Tito's VodkaFood & Beverages68.87×
03Burgundy wineFood & Beverages57.42×
04Miller LiteFood & Beverages55.40×
05CachaçaFood & Beverages47.79×
06Rye whiskeyFood & Beverages42.78×
07Bombay SapphireFood & Beverages28.89×
08HopsFood & Beverages24.25×
09Don JulioFood & Beverages22.92×
10HighballFood & Beverages20.38×
11PitúFood & Beverages20.36×
12Santiago de CubaTravel & Leisure14.44×
13Grey Goose (vodka)Food & Beverages13.23×
14Baccarat (company)Fashion & Accessoires8.89×
15RumFood & Beverages5.06×
16Distilled beverageFood & Beverages2.70×
17SV Werder BremenSports1.95×
18Lieferando.deFood & Beverages1.82×
19Borussia DortmundSports1.52×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bacardi audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Bacardi audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.71×
Convenience OrientationPREMIUM1.43×
ExtroversionTHRILL1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bacardi audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.86×
Design AffinityPREMIUM0.91×
SustainabilityBALANCE0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bacardi's target market in Germany?

Bacardi's target market in Germany covers an estimated 528,395 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Bacardi customers?

38.7% of the Bacardi audience are female, 61.3% are male, with an average age of 34.6 years.

03

Which brands do Bacardi fans like most?

Bacardi fans show strongest brand affinity for Wild Turkey (bourbon) (69.7×), Rye whiskey (42.78×), and Burgundy wine (57.42×) over the country average.

04

Where do Bacardi fans live in Germany?

Bacardi fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~80K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Bacardi fans also like?

Beyond Bacardi itself, the audience over-indexes on Rye whiskey (42.78×), Burgundy wine (57.42×), Bombay Sapphire (28.89×), and Miller Lite (55.4×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Spirits audiences in Germany

See Bacardi audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Bacardi. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. 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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