Homebrewing Audience in Germany
Homebrewing has an estimated audience of 939,300 people in Germany. 42.5% are female, 57.5% are male, average age 39.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Draught beer, Anheuser-Busch InBev, Budweiser, Stella Artois, Ale.
The average Homebrewing fan in Germany is 39.0 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Draught beer, Anheuser-Busch InBev, Budweiser, with strongest over-indexing on Draught beer (119.58× the country average). Demographically, the Homebrewing audience skews more male with an average age of 39.0, and over-indexes on personality traits such as DIY Mentality, 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: Topic
Demographics of Homebrewing fans
| Metric | Value |
|---|---|
| Female | 42.5% |
| Male | 57.5% |
| Average age | 39.0 |
| Estimated audience size | 939,300 |
Audience persona
The typical Homebrewing fan in Germany is more male, around 39.0 years old, with strong DIY Mentality tendencies and a notable affinity for Draught beer.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 210,273 | 1.02× |
| Bayern | 188,048 | 1.25× |
| Baden-Württemberg | 147,371 | 1.15× |
| Hessen | 97,114 | 1.36× |
| Berlin | 83,314 | 1.98× |
| Niedersachsen | 74,817 | 0.82× |
| Rheinland-Pfalz | 40,197 | 0.85× |
| Sachsen | 40,117 | 0.87× |
| Schleswig-Holstein | 32,119 | 0.95× |
| Hamburg | 27,955 | 1.32× |
| Brandenburg | 22,832 | 0.78× |
| Thüringen | 16,354 | 0.68× |
| Sachsen-Anhalt | 13,606 | 0.56× |
| Bremen | 9,102 | 1.13× |
| Mecklenburg-Vorpommern | 8,962 | 0.5× |
| Saarland | 8,856 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Draught beer | 119.58× | Food & Beverages |
| Anheuser-Busch InBev | 85.17× | Food & Beverages |
| Budweiser | 92× | Food & Beverages |
| Stella Artois | 114.96× | Food & Beverages |
| Ale | 64.62× | Food & Beverages |
| Beer festival | 29.7× | Food & Beverages |
| Pale ale | 110.75× | Food & Beverages |
| Blue Moon (beer) | 140.99× | Food & Beverages |
| Beer style | 67.89× | Food & Beverages |
| Pilsner | 42.89× | Food & Beverages |
| India Pale Ale | 77.14× | Food & Beverages |
| Malt | 33.82× | Food & Beverages |
| Pale lager | 32.91× | Food & Beverages |
| Guinness | 29.43× | Food & Beverages |
| Lager | 24.03× | Food & Beverages |
| Brewing | 14.17× | Food & Beverages |
| Flensburger | 17.16× | Food & Beverages |
| Miller Lite | 89.31× | Food & Beverages |
| Microbrewery | 20× | Food & Beverages |
| Folk costume | 20.45× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.78 |
| Sustainability | BALANCE | 1.77 |
| Sports Activity | POWER | 1.61 |
| Indulgence | JOY | 1.6 |
| Travelling | THRILL | 1.58 |
| Luxury Orientation | PREMIUM | 1.57 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.0% |
| Japan | 21.0% |
| China | 6.3% |
See Homebrewing audiences in other countries
More Food & Beverages audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Homebrewing have in Germany?
Homebrewing has an estimated audience of 939,300 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Homebrewing fans?
42.5% of Homebrewing fans are female, 57.5% are male, with an average age of 39.0 years.
Which brands do Homebrewing fans like most?
Homebrewing fans show strongest brand affinity for Draught beer (119.58×), Anheuser-Busch InBev (85.17×), and Budweiser (92×) over the country average.
Where do Homebrewing fans live in Germany?
Homebrewing fans in Germany are most concentrated in Nordrhein-Westfalen (reach 210,273), Bayern (reach 188,048), and Baden-Württemberg (reach 147,371). These three regions account for the largest share of the active audience.
What other brands do Homebrewing fans also like?
Beyond Homebrewing itself, the audience over-indexes on Anheuser-Busch InBev (85.17×), Budweiser (92×), Stella Artois (114.96×), and Ale (64.62×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Homebrewing. 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.