Rascasse Audience Intelligence

Guinness Target Market in Germany

A data profile of the people who buy, follow and care about Guinness in Germany — modelled from more than twelve digital signal sources. Guinness has an estimated audience of 817,837 people in Germany.

#2among Beer in Germany#1012among Brand in Germany#373in Food & Beverages

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 Tradition, Community Orientation.

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

The typical Guinness fan in Germany is more male, around 38.8 years old, with strong Tradition tendencies and a notable affinity for Singles Day.

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 Guinness profile in Germany.

Audience size
818K
in Germany
Gender
38.5%♀
61.5% male
Age
38.8
average years
Country rank
#7744
Brand in Germany
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Guinness

38.5% are female, 61.5% are male, average age 38.8.

Fig. 02

Gender split

38.5%
Female
61.5%
Male
Demographic split for Guinness audience in Germany
MetricValue
Female38.5%
Male61.5%
Average age38.8
Estimated audience size817,837
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Guinness audience in Germany
Age bracketShare%
16-1917%
20-2922%
30-3924%
40-4919%
50+18%
Fig. 04

Worldwide distribution

5.6%

of the worldwide Guinness audience comes from Germany.

Worldwide audience distribution share by country for Guinness
CountryShare
United States17.3%
United Kingdom13.2%
Italy6.1%
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 Guinness audience in Germany is strongest.

Fig. 05

Top regions by affinity

Guinness customers by region in Germany
#RegionReachAffinity×
01Berlin~40K1.23×
02Hamburg~20K1.19×
03Bayern~100K1.14×
04Hessen~70K1.11×
05Nordrhein-Westfalen~200K1.05×
06Niedersachsen~80K1.04×
07Sachsen~40K1.00×
08Baden-Württemberg~100K0.98×
09Rheinland-Pfalz~40K0.98×
10Schleswig-Holstein~30K0.96×
11Saarland~9K0.95×
12Sachsen-Anhalt~20K0.94×
13Thüringen~20K0.92×
14Brandenburg~20K0.88×
15Mecklenburg-Vorpommern~10K0.87×
16Bremen~6K0.86×
Fig. 06

Affinity by region

Affinity by region — Guinness, Germany
0.86×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Guinness audience
#·InterestCategoryAffinity×
01MillerCoorsBusiness & Career92.73×
02Coors LightFood & Beverages81.78×
03Payday: The HeistGames64.00×
04Singles DayPolitics & Society63.45×
05PayDay (confection)Games38.24×
06Miller LiteFood & Beverages28.75×
07StoutFood & Beverages27.94×
08Wild Turkey (bourbon)Food & Beverages25.95×
09Shaft (company)Movies & TV22.11×
10Folk music of IrelandMusic & Radio19.68×
11Chocolate (2008 film)Movies & TV17.24×
12Draught beerFood & Beverages6.64×
13Gina TricotFashion & Accessoires4.80×
14SkirtFashion & Accessoires3.27×
15BerlinTravel & Leisure2.85×
16C&AShopping2.73×
17TagesschauMovies & TV2.70×
18Harry PotterMovies & TV1.68×
19DesignHome & Garden1.63×
20ShoppingShopping1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Guinness 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 Guinness audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM2.03×
Community OrientationOPEN1.71×
Design AffinityPREMIUM1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Guinness audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.03×
Family OrientationCONSERVATISM1.04×
Social Media UsageJOY1.11×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Guinness's target market in Germany?

Guinness's target market in Germany covers an estimated 817,837 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Guinness customers?

38.5% of the Guinness audience are female, 61.5% are male, with an average age of 38.8 years.

03

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.

04

Where do Guinness fans live in Germany?

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

05

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.

Appendix

Explore more audiences

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

More Beer audiences in Germany

See Guinness audiences in other countries

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.

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