Malibu Rum Audience in Germany
Malibu Rum has an estimated audience of 156,147 people in Germany. 51.8% are female, 48.2% are male, average age 32.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Redbreast (whiskey), Bauhaus, Netto Marken-Discount, FRITZ!Box, Aral AG.
The average Malibu Rum fan in Germany is 32.2 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Redbreast (whiskey), Bauhaus, Netto Marken-Discount, with strongest over-indexing on Redbreast (whiskey) (64.2× the country average). Demographically, the Malibu Rum audience skews balanced with an average age of 32.2, and over-indexes on personality traits such as Indulgence, Extroversion. 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: Spirits
Demographics of Malibu Rum fans
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 32.2 |
| Estimated audience size | 156,147 |
Audience persona
The typical Malibu Rum fan in Germany is balanced, around 32.2 years old, with strong Indulgence tendencies and a notable affinity for Redbreast (whiskey).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 71,983 | 1.2× |
| Bayern | 53,049 | 1.2× |
| Baden-Württemberg | 43,884 | 1.17× |
| Niedersachsen | 28,891 | 1.08× |
| Hessen | 24,835 | 1.19× |
| Rheinland-Pfalz | 14,574 | 1.06× |
| Berlin | 12,277 | 1× |
| Sachsen | 11,967 | 0.89× |
| Schleswig-Holstein | 9,057 | 0.92× |
| Brandenburg | 7,139 | 0.84× |
| Hamburg | 6,497 | 1.05× |
| Thüringen | 6,112 | 0.87× |
| Sachsen-Anhalt | 5,627 | 0.79× |
| Mecklenburg-Vorpommern | 4,080 | 0.78× |
| Saarland | 3,598 | 1.07× |
| Bremen | 2,113 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Redbreast (whiskey) | 64.2× | Food & Beverages |
| Bauhaus | 6.66× | Shopping |
| Netto Marken-Discount | 5.01× | Shopping |
| FRITZ!Box | 4.73× | Technology & Electronics |
| Aral AG | 3.5× | Cars & Mobility |
| Rossmann | 3.41× | Shopping |
| The Whisky Exchange | 74.26× | Shopping |
| AutoScout24 | 3.2× | Cars & Mobility |
| REWE | 2.81× | Shopping |
| The Famous Grouse | 115.74× | Food & Beverages |
| Tipico | 4.17× | Games |
| Postbank | 3.52× | Business & Career |
| Deichmann | 3.17× | Shopping |
| Balvenie distillery | 69.63× | Food & Beverages |
| Edeka | 2.61× | Shopping |
| Deutsche Bank | 4.23× | Business & Career |
| Premier Inn | 11.05× | Travel & Leisure |
| Obi (store) | 2.47× | Shopping |
| Deutsche Post | 4.44× | Business & Career |
| Rum | 6.94× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.73 |
| Extroversion | THRILL | 1.62 |
| Convenience Orientation | PREMIUM | 1.54 |
| DIY Mentality | THRILL | 1.52 |
| Individualism | JOY | 1.5 |
| Creativity | OPEN | 1.43 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 27.7% |
| United Kingdom | 6.3% |
| China | 5.0% |
See Malibu Rum audiences in other countries
More Spirits audiences in Germany
- Aperol Spritz (1,220,972)
- Aperol (1,008,873)
- Asbach (678,939)
- Baileys Irish Cream (654,751)
- Belvedere (vodka) (635,920)
Frequently asked questions
How many fans does Malibu Rum have in Germany?
Malibu Rum has an estimated audience of 156,147 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Malibu Rum fans?
51.8% of Malibu Rum fans are female, 48.2% are male, with an average age of 32.2 years.
Which brands do Malibu Rum fans like most?
Malibu Rum fans show strongest brand affinity for Redbreast (whiskey) (64.2×), Bauhaus (6.66×), and Netto Marken-Discount (5.01×) over the country average.
Where do Malibu Rum fans live in Germany?
Malibu Rum fans in Germany are most concentrated in Nordrhein-Westfalen (reach 71,983), Bayern (reach 53,049), and Baden-Württemberg (reach 43,884). These three regions account for the largest share of the active audience.
What other brands do Malibu Rum fans also like?
Beyond Malibu Rum itself, the audience over-indexes on Bauhaus (6.66×), Netto Marken-Discount (5.01×), FRITZ!Box (4.73×), and Aral AG (3.5×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Malibu Rum. 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.