Rum Audience in Germany
Rum has an estimated audience of 2,252,800 people in Germany. 45.2% are female, 54.8% are male, average age 38.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Distilled beverage, IHF World Men's Handball Championship, Alcoholic beverages, Gala, Burger King.
The average Rum fan in Germany is 38.8 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Distilled beverage, IHF World Men's Handball Championship, Alcoholic beverages, with strongest over-indexing on Distilled beverage (3.06× the country average). Demographically, the Rum audience skews balanced with an average age of 38.8, and over-indexes on personality traits such as Indulgence, DIY Mentality. 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 · Subtype: Alcohol
Demographics of Rum fans
| Metric | Value |
|---|---|
| Female | 45.2% |
| Male | 54.8% |
| Average age | 38.8 |
| Estimated audience size | 2,252,800 |
Audience persona
The typical Rum fan in Germany is balanced, around 38.8 years old, with strong Indulgence tendencies and a notable affinity for Distilled beverage.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 485,446 | 0.98× |
| Bayern | 347,308 | 0.96× |
| Baden-Württemberg | 267,312 | 0.87× |
| Niedersachsen | 223,347 | 1.02× |
| Hessen | 161,128 | 0.94× |
| Sachsen | 120,898 | 1.09× |
| Berlin | 99,410 | 0.99× |
| Rheinland-Pfalz | 89,626 | 0.79× |
| Schleswig-Holstein | 85,257 | 1.05× |
| Brandenburg | 72,378 | 1.04× |
| Sachsen-Anhalt | 63,863 | 1.09× |
| Hamburg | 60,464 | 1.19× |
| Thüringen | 58,829 | 1.02× |
| Mecklenburg-Vorpommern | 52,611 | 1.22× |
| Saarland | 23,916 | 0.86× |
| Bremen | 16,719 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Distilled beverage | 3.06× | Food & Beverages |
| IHF World Men's Handball Championship | 3.11× | Sports |
| Alcoholic beverages | 1.75× | Food & Beverages |
| Gala | 1.69× | News |
| Burger King | 1.73× | Food & Beverages |
| Cocktail | 2.45× | Food & Beverages |
| Drinking | 2.89× | Food & Beverages |
| Wine | 1.95× | Food & Beverages |
| Snacking | 4.09× | Food & Beverages |
| Beer | 1.81× | Food & Beverages |
| Hermès | 1.67× | Fashion & Accessoires |
| Gin | 3.21× | Food & Beverages |
| Wine & Spirits | 3.21× | Food & Beverages |
| Whisky | 2.6× | Food & Beverages |
| Tchibo | 1.71× | Shopping |
| Let's Dance (German TV series) | 1.72× | Movies & TV |
| Sustainable energy | 1.74× | Home & Garden |
| Sugar | 2.42× | Food & Beverages |
| QVC | 1.83× | Movies & TV |
| Breuninger | 1.6× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.45 |
| DIY Mentality | THRILL | 1.27 |
| Healthy Lifestyle | BALANCE | 1.2 |
| Sports Activity | POWER | 1.19 |
| Design Affinity | PREMIUM | 1.16 |
| Luxury Orientation | PREMIUM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.3% |
| Japan | 11.5% |
| United Kingdom | 6.5% |
See Rum audiences in other countries
More Alcohol audiences in Germany
- Beer (10,287,936)
- Whisky (4,218,913)
- Gin (3,170,714)
- Scotch whisky (1,922,741)
- Vodka (1,879,131)
Frequently asked questions
How many fans does Rum have in Germany?
Rum has an estimated audience of 2,252,800 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Rum fans?
45.2% of Rum fans are female, 54.8% are male, with an average age of 38.8 years.
Which brands do Rum fans like most?
Rum fans show strongest brand affinity for Distilled beverage (3.06×), IHF World Men's Handball Championship (3.11×), and Alcoholic beverages (1.75×) over the country average.
Where do Rum fans live in Germany?
Rum fans in Germany are most concentrated in Nordrhein-Westfalen (reach 485,446), Bayern (reach 347,308), and Baden-Württemberg (reach 267,312). These three regions account for the largest share of the active audience.
What other brands do Rum fans also like?
Beyond Rum itself, the audience over-indexes on IHF World Men's Handball Championship (3.11×), Alcoholic beverages (1.75×), Gala (1.69×), and Burger King (1.73×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for 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.