Rascasse Audience Intelligence

Captain Morgan Target Market in Germany

A data profile of the people who buy, follow and care about Captain Morgan in Germany — modelled from more than twelve digital signal sources. Captain Morgan has an estimated audience of 310,084 people in Germany.

#25among Spirits in Germany#2162among Brand in Germany#831in Food & Beverages

The average Captain Morgan fan in Germany is 37.4 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen.

Top brand affinities include Carpet cleaning, Wild Turkey (bourbon), Rye whiskey, with strongest over-indexing on Carpet cleaning (22.23× the country average).

Demographically, the Captain Morgan audience skews more male with an average age of 37.4, 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 Captain Morgan fan in Germany is more male, around 37.4 years old, with strong Patriotism tendencies and a notable affinity for Carpet cleaning.

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 Captain Morgan profile in Germany.

Audience size
310K
in Germany
Gender
34.2%♀
65.8% male
Age
37.4
average years
Country rank
#16914
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Captain Morgan

34.2% are female, 65.8% are male, average age 37.4.

Fig. 02

Gender split

34.2%
Female
65.8%
Male
Demographic split for Captain Morgan audience in Germany
MetricValue
Female34.2%
Male65.8%
Average age37.4
Estimated audience size310,084
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Captain Morgan audience in Germany
Age bracketShare%
16-1919%
20-2926%
30-3922%
40-4919%
50+14%
Fig. 04

Worldwide distribution

13.1%

of the worldwide Captain Morgan audience comes from Germany.

Worldwide audience distribution share by country for Captain Morgan
CountryShare
Germany13.1%
Indonesia12.8%
Canada7.2%
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 Captain Morgan audience in Germany is strongest.

Fig. 05

Top regions by affinity

Captain Morgan customers by region in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~10K1.36×
02Mecklenburg-Vorpommern~8K1.33×
03Niedersachsen~40K1.25×
04Schleswig-Holstein~10K1.16×
05Brandenburg~10K1.16×
06Hamburg~8K1.15×
07Thüringen~8K1.05×
08Sachsen~10K0.91×
09Bremen~2K0.90×
10Berlin~10K0.89×
11Nordrhein-Westfalen~60K0.84×
12Hessen~20K0.82×
13Rheinland-Pfalz~10K0.82×
14Saarland~3K0.81×
15Bayern~40K0.79×
16Baden-Württemberg~30K0.78×
Fig. 06

Affinity by region

Affinity by region — Captain Morgan, Germany
0.78×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Captain Morgan audience
#·InterestCategoryAffinity×
01American Craft Beer WeekFood & Beverages143.33×
02Tito's VodkaFood & Beverages64.94×
03Wild Turkey (bourbon)Food & Beverages54.76×
04Burgundy wineFood & Beverages46.38×
05Miller LiteFood & Beverages45.85×
06CachaçaFood & Beverages38.60×
07Rye whiskeyFood & Beverages34.56×
08Carpet cleaningHome & Garden22.23×
09MissouriTravel & Leisure20.00×
10Tuborg BreweryFood & Beverages20.00×
11Hors d'oeuvreFood & Beverages12.55×
12limeCars & Mobility12.23×
13HomemakingHome & Garden7.83×
14RumFood & Beverages7.43×
15PeacemakerMovies & TV3.23×
16Distilled beverageFood & Beverages2.31×
17SportschauSports2.02×
18SV Werder BremenSports1.78×
19Lieferando.deFood & Beverages1.77×
20Borussia DortmundSports1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Captain Morgan 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 Captain Morgan audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.54×
Convenience OrientationPREMIUM1.12×
DIY MentalityTHRILL1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Captain Morgan audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.56×
SustainabilityBALANCE0.57×
IndividualismJOY0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Captain Morgan's target market in Germany?

Captain Morgan's target market in Germany covers an estimated 310,084 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Captain Morgan customers?

34.2% of the Captain Morgan audience are female, 65.8% are male, with an average age of 37.4 years.

03

Which brands do Captain Morgan fans like most?

Captain Morgan fans show strongest brand affinity for Carpet cleaning (22.23×), Wild Turkey (bourbon) (54.76×), and Rye whiskey (34.56×) over the country average.

04

Where do Captain Morgan fans live in Germany?

Captain Morgan fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~40K), and Niedersachsen (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Captain Morgan fans also like?

Beyond Captain Morgan itself, the audience over-indexes on Wild Turkey (bourbon) (54.76×), Rye whiskey (34.56×), Burgundy wine (46.38×), and Tito's Vodka (64.94×) 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 Captain Morgan audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →