Rascasse Audience Intelligence

Havana Club Target Market in Germany

A data profile of the people who buy, follow and care about Havana Club in Germany — modelled from more than twelve digital signal sources. Havana Club has an estimated audience of 450,455 people in Germany.

#15among Spirits in Germany#1653among Brand in Germany#625in Food & Beverages

The average Havana Club fan in Germany is 34.6 years old, more male, and lives primarily in Bayern.

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

Top brand affinities include FRITZ!Box, Redbreast (whiskey), Esso, with strongest over-indexing on FRITZ!Box (7.06× the country average).

Demographically, the Havana Club audience skews more male with an average age of 34.6, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Havana Club fan in Germany is more male, around 34.6 years old, with strong Patriotism tendencies and a notable affinity for FRITZ!Box.

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 Havana Club profile in Germany.

Audience size
450K
in Germany
Gender
34.3%♀
65.7% male
Age
34.6
average years
Country rank
#12749
Brand in Germany
Fig. 01

Search interest · 12-month trend

-20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Havana Club

34.3% are female, 65.7% are male, average age 34.6.

Fig. 02

Gender split

34.3%
Female
65.7%
Male
Demographic split for Havana Club audience in Germany
MetricValue
Female34.3%
Male65.7%
Average age34.6
Estimated audience size450,455
Fig. 03

Age distribution

Ø 34.6
average years
Age distribution of the Havana Club audience in Germany
Age bracketShare%
16-1920%
20-2935%
30-3922%
40-4915%
50+8%
Fig. 04

Worldwide distribution

18.9%

of the worldwide Havana Club audience comes from Germany.

Worldwide audience distribution share by country for Havana Club
CountryShare
Germany18.9%
United States12.7%
United Kingdom8.4%
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 Havana Club audience in Germany is strongest.

Fig. 05

Top regions by affinity

Havana Club customers by region in Germany
#RegionReachAffinity×
01Bayern~100K1.44×
02Sachsen~30K1.34×
03Berlin~30K1.21×
04Sachsen-Anhalt~10K1.20×
05Brandenburg~20K1.19×
06Thüringen~10K1.14×
07Niedersachsen~50K1.13×
08Mecklenburg-Vorpommern~10K1.09×
09Hamburg~10K0.97×
10Schleswig-Holstein~20K0.95×
11Bremen~4K0.92×
12Hessen~30K0.78×
13Nordrhein-Westfalen~80K0.75×
14Baden-Württemberg~50K0.75×
15Saarland~4K0.67×
16Rheinland-Pfalz~20K0.66×
Fig. 06

Affinity by region

Affinity by region — Havana Club, Germany
0.66×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Havana Club audience
#·InterestCategoryAffinity×
01Wild Turkey (bourbon)Food & Beverages43.58×
02Bulleit BourbonFood & Beverages38.79×
03SKYY vodkaFood & Beverages35.63×
04SmirnoffFood & Beverages30.41×
05Grey Goose (vodka)Food & Beverages21.46×
06Redbreast (whiskey)Food & Beverages19.79×
07Small batch whiskeyFood & Beverages16.67×
08Jensen AcklesMovies & TV16.07×
09Draught beerFood & Beverages9.68×
10EssoCars & Mobility7.22×
11FRITZ!BoxTechnology & Electronics7.06×
12Deutsche BankBusiness & Career4.96×
13PostbankBusiness & Career4.09×
14TipicoGames3.74×
15Netto Marken-DiscountShopping3.48×
16McDonald'sFood & Beverages3.10×
17AutoScout24Cars & Mobility2.90×
18EdekaShopping2.63×
19REWEShopping2.55×
20MusicBusiness & Career1.89×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Havana Club 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 Havana Club audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.42×
Need for SecurityCONSERVATISM1.68×
Quality AwarenessPREMIUM1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Havana Club audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.55×
SustainabilityBALANCE0.69×
IndividualismJOY0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Havana Club's target market in Germany?

Havana Club's target market in Germany covers an estimated 450,455 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Havana Club customers?

34.3% of the Havana Club audience are female, 65.7% are male, with an average age of 34.6 years.

03

Which brands do Havana Club fans like most?

Havana Club fans show strongest brand affinity for FRITZ!Box (7.06×), Redbreast (whiskey) (19.79×), and Esso (7.22×) over the country average.

04

Where do Havana Club fans live in Germany?

Havana Club fans in Germany are most concentrated in Bayern (reach ~100K), Nordrhein-Westfalen (reach ~80K), and Niedersachsen (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Havana Club fans also like?

Beyond Havana Club itself, the audience over-indexes on Redbreast (whiskey) (19.79×), Esso (7.22×), Wild Turkey (bourbon) (43.58×), and Jensen Ackles (16.07×) 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 Havana Club audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Havana Club. 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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