Guinness Audience in Germany
Guinness has an estimated audience of 799,830 people in Germany. 38.5% are female, 61.5% are male, average age 38.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Singles Day, Coors Light, Payday: The Heist, Tagesschau, Wild Turkey (bourbon).
The average Guinness fan in Germany is 38.8 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Singles Day, Coors Light, Payday: The Heist, with strongest over-indexing on Singles Day (63.45× the country average). Demographically, the Guinness audience skews more male with an average age of 38.8, and over-indexes on personality traits such as Indulgence, 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 Guinness fans
| Metric | Value |
|---|---|
| Female | 38.5% |
| Male | 61.5% |
| Average age | 38.8 |
| Estimated audience size | 799,830 |
Audience persona
The typical Guinness fan in Germany is more male, around 38.8 years old, with strong Indulgence tendencies and a notable affinity for Singles Day.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 190,668 | 1.09× |
| Bayern | 156,734 | 1.22× |
| Baden-Württemberg | 109,249 | 1× |
| Niedersachsen | 78,893 | 1.02× |
| Hessen | 74,391 | 1.22× |
| Berlin | 46,934 | 1.31× |
| Sachsen | 39,299 | 1× |
| Rheinland-Pfalz | 38,224 | 0.95× |
| Schleswig-Holstein | 26,008 | 0.91× |
| Hamburg | 22,536 | 1.25× |
| Brandenburg | 19,440 | 0.78× |
| Sachsen-Anhalt | 18,595 | 0.9× |
| Thüringen | 18,257 | 0.9× |
| Mecklenburg-Vorpommern | 11,983 | 0.78× |
| Saarland | 9,144 | 0.93× |
| Bremen | 5,071 | 0.74× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Singles Day | 63.45× | Politics & Society |
| Coors Light | 81.78× | Food & Beverages |
| Payday: The Heist | 64× | Games |
| Tagesschau | 2.7× | Movies & TV |
| Wild Turkey (bourbon) | 25.95× | Food & Beverages |
| PayDay (confection) | 38.24× | Games |
| Shopping | 1.57× | Shopping |
| Shaft (company) | 22.11× | Movies & TV |
| Harry Potter | 1.68× | Movies & TV |
| MillerCoors | 92.73× | Business & Career |
| Stout | 27.94× | Food & Beverages |
| Design | 1.63× | Home & Garden |
| Skirt | 3.27× | Fashion & Accessoires |
| Chocolate (2008 film) | 17.24× | Movies & TV |
| C&A | 2.73× | Shopping |
| Folk music of Ireland | 19.68× | Music & Radio |
| Berlin | 2.85× | Travel & Leisure |
| Miller Lite | 28.75× | Food & Beverages |
| Draught beer | 6.64× | Food & Beverages |
| Six Nations Championship | 17.45× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.69 |
| Sustainability | BALANCE | 1.54 |
| Travelling | THRILL | 1.41 |
| Price Sensitivity | PREMIUM | 1.38 |
| Sports Activity | POWER | 1.37 |
| Patriotism | CONSERVATISM | 1.36 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.4% |
| United Kingdom | 13.3% |
| Italy | 6.1% |
See Guinness audiences in other countries
More Beer audiences in Germany
- Flensburger (2,155,463)
- Paulaner Brewery (935,316)
- Warsteiner (681,168)
- Bass Brewery (561,665)
- Krombacher Brauerei (558,330)
Frequently asked questions
How many fans does Guinness have in Germany?
Guinness has an estimated audience of 799,830 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Guinness fans?
38.5% of Guinness fans are female, 61.5% are male, with an average age of 38.8 years.
Which brands do Guinness fans like most?
Guinness fans show strongest brand affinity for Singles Day (63.45×), Coors Light (81.78×), and Payday: The Heist (64×) over the country average.
Where do Guinness fans live in Germany?
Guinness fans in Germany are most concentrated in Nordrhein-Westfalen (reach 190,668), Bayern (reach 156,734), and Baden-Württemberg (reach 109,249). These three regions account for the largest share of the active audience.
What other brands do Guinness fans also like?
Beyond Guinness itself, the audience over-indexes on Coors Light (81.78×), Payday: The Heist (64×), Tagesschau (2.7×), and Wild Turkey (bourbon) (25.95×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Guinness. 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.