Rascasse Audience Intelligence

BrewDog Target Market in Germany

A data profile of the people who buy, follow and care about BrewDog in Germany — modelled from more than twelve digital signal sources. BrewDog has an estimated audience of 428,790 people in Germany.

#13among Beer in Germany#1719among Brand in Germany#648in Food & Beverages

The average BrewDog fan in Germany is 39.5 years old, more male, and lives primarily in Berlin.

The audience is concentrated in Berlin, Nordrhein-Westfalen, Hessen.

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 Patriotism, Community Orientation.

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

The typical BrewDog fan in Germany is more male, around 39.5 years old, with strong Patriotism tendencies and a notable affinity for Homebrewing.

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

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 BrewDog profile in Germany.

Audience size
429K
in Germany
Gender
39.2%♀
60.8% male
Age
39.5
average years
Country rank
#13276
Brand in Germany
Fig. 01

Search interest · 12-month trend

-43%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of BrewDog

39.2% are female, 60.8% are male, average age 39.5.

Fig. 02

Gender split

39.2%
Female
60.8%
Male
Demographic split for BrewDog audience in Germany
MetricValue
Female39.2%
Male60.8%
Average age39.5
Estimated audience size428,790
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the BrewDog audience in Germany
Age bracketShare%
16-1917%
20-2918%
30-3925%
40-4922%
50+17%
Fig. 04

Worldwide distribution

8.3%

of the worldwide BrewDog audience comes from Germany.

Worldwide audience distribution share by country for BrewDog
CountryShare
United Kingdom35.6%
United States12.1%
Germany8.3%
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 BrewDog audience in Germany is strongest.

Fig. 05

Top regions by affinity

BrewDog customers by region in Germany
#RegionReachAffinity×
01Berlin~100K5.90×
02Hamburg~20K2.07×
03Brandenburg~20K1.57×
04Hessen~40K1.22×
05Schleswig-Holstein~10K0.64×
06Bremen~2K0.63×
07Sachsen~10K0.54×
08Saarland~3K0.54×
09Sachsen-Anhalt~6K0.53×
10Rheinland-Pfalz~10K0.51×
11Mecklenburg-Vorpommern~4K0.50×
12Niedersachsen~20K0.49×
13Thüringen~6K0.49×
14Bayern~30K0.48×
15Nordrhein-Westfalen~40K0.44×
16Baden-Württemberg~30K0.42×
Fig. 06

Affinity by region

Affinity by region — BrewDog, Germany
0.42×1.00×5.90×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for BrewDog audience
#·InterestCategoryAffinity×
01HomebrewingFood & Beverages45.21×
02Beer bottleFood & Beverages36.72×
03India Pale AleFood & Beverages36.58×
04Pale aleFood & Beverages27.31×
05Beer styleFood & Beverages21.21×
06AleFood & Beverages20.14×
07RodenbachFood & Beverages20.10×
08MicrobreweryFood & Beverages16.49×
09Beer festivalFood & Beverages14.04×
10Draught beerFood & Beverages8.66×
11BrewingFood & Beverages8.16×
12BreweryFood & Beverages7.77×
13Christian UlmenMovies & TV3.69×
14BeerFood & Beverages3.47×
15SportschauSports2.80×
16TikTokInternet & Social Media1.89×
17MoviesMovies & TV1.82×
18ShoppingShopping1.76×
19GermanyTravel & Leisure1.75×
20FC Bayern MunichSports1.73×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the BrewDog 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 BrewDog audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.30×
Community OrientationOPEN1.80×
IndulgenceJOY1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by BrewDog audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.76×
CreativityOPEN0.86×
Luxury OrientationPREMIUM0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is BrewDog's target market in Germany?

BrewDog's target market in Germany covers an estimated 428,790 people, concentrated in Berlin and Nordrhein-Westfalen.

02

What is the gender split and age of BrewDog customers?

39.2% of the BrewDog audience are female, 60.8% are male, with an average age of 39.5 years.

03

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.

04

Where do BrewDog fans live in Germany?

BrewDog fans in Germany are most concentrated in Berlin (reach ~100K), Nordrhein-Westfalen (reach ~40K), and Hessen (reach ~40K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Beer audiences in Germany

See BrewDog audiences in other countries

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.

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