BrewDog Audience in Germany
BrewDog has an estimated audience of 442,674 people in Germany. 39.2% are female, 60.8% are male, average age 39.5. Top regions: Berlin, Hessen, Bayern. Top brand affinities: Homebrewing, Microbrewery, Beer festival, Beer bottle, Brewery.
The average BrewDog fan in Germany is 39.5 years old, more male, and lives primarily in Berlin. The audience is concentrated in Berlin, Hessen, Bayern. Top brand affinities include Homebrewing, Microbrewery, Beer festival, with strongest over-indexing on Homebrewing (45.21× the country average). Demographically, the BrewDog audience skews more male with an average age of 39.5, and over-indexes on personality traits such as Travelling, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Brand · Subtype: Beer
Demographics of BrewDog fans
| Metric | Value |
|---|---|
| Female | 39.2% |
| Male | 60.8% |
| Average age | 39.5 |
| Estimated audience size | 442,674 |
Audience persona
The typical BrewDog fan in Germany is more male, around 39.5 years old, with strong Travelling tendencies and a notable affinity for Homebrewing.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Berlin | 121,352 | 6.13× |
| Hessen | 46,093 | 1.37× |
| Bayern | 28,139 | 0.4× |
| Nordrhein-Westfalen | 28,066 | 0.29× |
| Baden-Württemberg | 23,027 | 0.38× |
| Brandenburg | 22,284 | 1.62× |
| Hamburg | 21,746 | 2.17× |
| Niedersachsen | 19,424 | 0.45× |
| Rheinland-Pfalz | 10,023 | 0.45× |
| Schleswig-Holstein | 9,838 | 0.62× |
| Sachsen | 9,030 | 0.42× |
| Sachsen-Anhalt | 4,945 | 0.43× |
| Mecklenburg-Vorpommern | 2,949 | 0.35× |
| Thüringen | 2,912 | 0.26× |
| Bremen | 1,511 | 0.4× |
| Saarland | 1,432 | 0.26× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Homebrewing | 45.21× | Food & Beverages |
| Microbrewery | 16.49× | Food & Beverages |
| Beer festival | 14.04× | Food & Beverages |
| Beer bottle | 36.72× | Food & Beverages |
| Brewery | 7.77× | Food & Beverages |
| Brewing | 8.16× | Food & Beverages |
| Ale | 20.14× | Food & Beverages |
| India Pale Ale | 36.58× | Food & Beverages |
| Wirtz | 4.89× | Music & Radio |
| Beer style | 21.21× | Food & Beverages |
| Beer | 3.47× | Food & Beverages |
| Rodenbach | 20.1× | Food & Beverages |
| Borussia Dortmund | 1.69× | Sports |
| Shopping | 1.76× | Shopping |
| Germany | 1.75× | Travel & Leisure |
| Pale ale | 27.31× | Food & Beverages |
| Movies | 1.82× | Movies & TV |
| Draught beer | 8.66× | Food & Beverages |
| Friends | 3.22× | Movies & TV |
| Sportschau | 2.8× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Travelling | THRILL | 1.6 |
| Sustainability | BALANCE | 1.59 |
| Sports Activity | POWER | 1.54 |
| DIY Mentality | THRILL | 1.53 |
| Early Adopter Mentality | POWER | 1.52 |
| Indulgence | JOY | 1.44 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 36.2% |
| United States | 12.2% |
| Germany | 8.4% |
See BrewDog audiences in other countries
More Beer audiences in Germany
- Flensburger (2,155,463)
- Paulaner Brewery (935,316)
- Guinness (799,830)
- Warsteiner (681,168)
- Bass Brewery (561,665)
Frequently asked questions
How many fans does BrewDog have in Germany?
BrewDog has an estimated audience of 442,674 people in Germany, concentrated in Berlin and Hessen.
What is the gender split and age of BrewDog fans?
39.2% of BrewDog fans are female, 60.8% are male, with an average age of 39.5 years.
Which brands do BrewDog fans like most?
BrewDog fans show strongest brand affinity for Homebrewing (45.21×), Microbrewery (16.49×), and Beer festival (14.04×) over the country average.
Where do BrewDog fans live in Germany?
BrewDog fans in Germany are most concentrated in Berlin (reach 121,352), Hessen (reach 46,093), and Bayern (reach 28,139). These three regions account for the largest share of the active audience.
What other brands do BrewDog fans also like?
Beyond BrewDog itself, the audience over-indexes on Microbrewery (16.49×), Beer festival (14.04×), Beer bottle (36.72×), and Brewery (7.77×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for BrewDog. 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.