Carlsberg Group Audience in Germany
Carlsberg Group has an estimated audience of 421,205 people in Germany. 48.9% are female, 51.1% are male, average age 44.6. Top regions: Nordrhein-Westfalen, Rheinland-Pfalz, Baden-Württemberg. Top brand affinities: Lars Ulrich, Ekstra Bladet, Bitter (beer), Lars von Trier, Blue Moon (beer).
The average Carlsberg Group fan in Germany is 44.6 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Rheinland-Pfalz, Baden-Württemberg. Top brand affinities include Lars Ulrich, Ekstra Bladet, Bitter (beer), with strongest over-indexing on Lars Ulrich (64.17× the country average). Demographically, the Carlsberg Group audience skews balanced with an average age of 44.6, and over-indexes on personality traits such as Indulgence, LGBTQ+ Identity. 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 Carlsberg Group fans
| Metric | Value |
|---|---|
| Female | 48.9% |
| Male | 51.1% |
| Average age | 44.6 |
| Estimated audience size | 421,205 |
Audience persona
The typical Carlsberg Group fan in Germany is balanced, around 44.6 years old, with strong Indulgence tendencies and a notable affinity for Lars Ulrich.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 72,359 | 0.61× |
| Rheinland-Pfalz | 54,930 | 2.03× |
| Baden-Württemberg | 44,098 | 0.6× |
| Bayern | 39,789 | 0.46× |
| Niedersachsen | 35,090 | 0.67× |
| Hessen | 32,877 | 0.8× |
| Brandenburg | 27,425 | 1.64× |
| Schleswig-Holstein | 26,861 | 1.38× |
| Berlin | 26,300 | 1.09× |
| Sachsen | 25,634 | 0.97× |
| Hamburg | 19,094 | 1.56× |
| Mecklenburg-Vorpommern | 15,784 | 1.53× |
| Thüringen | 8,339 | 0.61× |
| Sachsen-Anhalt | 7,778 | 0.56× |
| Saarland | 5,875 | 0.89× |
| Bremen | 2,848 | 0.62× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lars Ulrich | 64.17× | Music & Radio |
| Ekstra Bladet | 95.59× | News |
| Bitter (beer) | 79.7× | Food & Beverages |
| Lars von Trier | 66.67× | Movies & TV |
| Blue Moon (beer) | 80.95× | Food & Beverages |
| Tuborg Brewery | 60× | Food & Beverages |
| Tivoli Gardens | 85.56× | Travel & Leisure |
| Hans Christian Andersen | 31.89× | Literature |
| Tapir! | 20× | Music & Radio |
| Wim Wenders | 20× | Movies & TV |
| Somersby cider | 32.08× | Food & Beverages |
| Tagesschau | 2.68× | Movies & TV |
| Lübzer | 35.24× | Food & Beverages |
| Aalborg | 55× | Travel & Leisure |
| Bauhaus | 2.47× | Shopping |
| Consumer electronics | 1.75× | Technology & Electronics |
| F.C. Hansa Rostock | 4.57× | Sports |
| Germany | 1.65× | Travel & Leisure |
| Setlist.fm | 13.12× | Music & Radio |
| Business and industry | 1.51× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.83 |
| LGBTQ+ Identity | OPEN | 1.55 |
| Patriotism | CONSERVATISM | 1.47 |
| Pet Ownership | JOY | 1.38 |
| Early Adopter Mentality | POWER | 1.31 |
| Convenience Orientation | PREMIUM | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 22.1% |
| India | 20.4% |
| Vietnam | 8.0% |
See Carlsberg Group 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 Carlsberg Group have in Germany?
Carlsberg Group has an estimated audience of 421,205 people in Germany, concentrated in Nordrhein-Westfalen and Rheinland-Pfalz.
What is the gender split and age of Carlsberg Group fans?
48.9% of Carlsberg Group fans are female, 51.1% are male, with an average age of 44.6 years.
Which brands do Carlsberg Group fans like most?
Carlsberg Group fans show strongest brand affinity for Lars Ulrich (64.17×), Ekstra Bladet (95.59×), and Bitter (beer) (79.7×) over the country average.
Where do Carlsberg Group fans live in Germany?
Carlsberg Group fans in Germany are most concentrated in Nordrhein-Westfalen (reach 72,359), Rheinland-Pfalz (reach 54,930), and Baden-Württemberg (reach 44,098). These three regions account for the largest share of the active audience.
What other brands do Carlsberg Group fans also like?
Beyond Carlsberg Group itself, the audience over-indexes on Ekstra Bladet (95.59×), Bitter (beer) (79.7×), Lars von Trier (66.67×), and Blue Moon (beer) (80.95×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Carlsberg Group. 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.