Rascasse Audience Intelligence

Draught beer Audience in Germany

A data profile of the people who buy, follow and care about Draught beer in Germany — modelled from more than twelve digital signal sources. Draught beer has an estimated audience of 1,373,250 people in Germany.

#12among Alcohol in Germany#2555among Topic in Germany#240in Food & Beverages

The average Draught beer fan in Germany is 41.0 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Homebrewing, Stella Artois, Budweiser, with strongest over-indexing on Homebrewing (27.97× the country average).

Demographically, the Draught beer audience skews more male with an average age of 41.0, and over-indexes on personality traits such as Indulgence, Early Adopter Mentality.

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

The typical Draught beer fan in Germany is more male, around 41.0 years old, with strong Indulgence tendencies and a notable affinity for Homebrewing.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

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 Draught beer profile in Germany.

Audience size
1.4M
in Germany
Gender
44.7%♀
55.3% male
Age
41.0
average years
Country rank
#4845
Topic in Germany
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Draught beer fans

44.7% are female, 55.3% are male, average age 41.0.

Fig. 02

Gender split

44.7%
Female
55.3%
Male
Demographic split for Draught beer audience in Germany
MetricValue
Female44.7%
Male55.3%
Average age41.0
Estimated audience size1,373,250
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Draught beer audience in Germany
Age bracketShare%
16-1913%
20-2920%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Draught beer audience comes from Germany.

Worldwide audience distribution share by country for Draught beer
CountryShare
Japan24.8%
United States12.4%
Brazil11.5%
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 Draught beer audience in Germany is strongest.

Fig. 05

Top regions by affinity

Draught beer fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen~100K1.45×
02Thüringen~50K1.32×
03Brandenburg~50K1.11×
04Sachsen-Anhalt~40K1.10×
05Niedersachsen~100K1.09×
06Berlin~60K1.00×
07Saarland~20K0.98×
08Mecklenburg-Vorpommern~30K0.97×
09Nordrhein-Westfalen~300K0.94×
10Hamburg~30K0.94×
11Bayern~200K0.93×
12Hessen~100K0.92×
13Rheinland-Pfalz~60K0.92×
14Schleswig-Holstein~50K0.92×
15Bremen~10K0.89×
16Baden-Württemberg~100K0.77×
Fig. 06

Affinity by region

Affinity by region — Draught beer, Germany
0.77×1.00×1.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Draught beer audience
#·InterestCategoryAffinity×
01Stella ArtoisFood & Beverages48.69×
02BudweiserFood & Beverages33.89×
03StoutFood & Beverages32.46×
04Pale aleFood & Beverages30.66×
05HomebrewingFood & Beverages27.97×
06Cask aleFood & Beverages24.36×
07Beer styleFood & Beverages23.93×
08AleFood & Beverages17.76×
09PilsnerFood & Beverages12.83×
10MicrobreweryFood & Beverages12.35×
11Raw materialBusiness & Career10.65×
12Malt whiskyFood & Beverages9.65×
13Beer festivalFood & Beverages7.68×
14Christmas shoppingShopping7.39×
15Wine & SpiritsFood & Beverages7.28×
16BrewingFood & Beverages7.14×
17DrinkingFood & Beverages5.94×
18LivemusicMusic & Radio3.87×
19FIFA World CupSports2.34×
20dB’sMusic & Radio1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Draught beer 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 Draught beer audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.25×
Early Adopter MentalityPOWER2.15×
IndividualismJOY2.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Draught beer audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.94×
Family OrientationCONSERVATISM0.98×
CreativityOPEN0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Draught beer have in Germany?

Draught beer has an estimated audience of 1,373,250 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Draught beer fans?

44.7% of Draught beer fans are female, 55.3% are male, with an average age of 41.0 years.

03

Which brands do Draught beer fans like most?

Draught beer fans show strongest brand affinity for Homebrewing (27.97×), Stella Artois (48.69×), and Budweiser (33.89×) over the country average.

04

Where do Draught beer fans live in Germany?

Draught beer fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Niedersachsen (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Draught beer fans also like?

Beyond Draught beer itself, the audience over-indexes on Stella Artois (48.69×), Budweiser (33.89×), Microbrewery (12.35×), and Brewing (7.14×) compared to the Germany average.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See Draught beer audiences in other countries

How to read this data

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