Underberg Audience in Germany
Underberg has an estimated audience of 272,690 people in Germany. 35.9% are female, 64.1% are male, average age 48.3. Top regions: Nordrhein-Westfalen, Bayern, Niedersachsen. Top brand affinities: Metaxa, Ouzo, Asbach, Grappa, Caipirinha.
The average Underberg fan in Germany is 48.3 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen. Top brand affinities include Metaxa, Ouzo, Asbach, with strongest over-indexing on Metaxa (77.16× the country average). Demographically, the Underberg audience skews more male with an average age of 48.3, and over-indexes on personality traits such as Convenience Orientation, Patriotism. 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 Underberg fans
| Metric | Value |
|---|---|
| Female | 35.9% |
| Male | 64.1% |
| Average age | 48.3 |
| Estimated audience size | 272,690 |
Audience persona
The typical Underberg fan in Germany is more male, around 48.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Metaxa.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 98,058 | 1.64× |
| Bayern | 39,120 | 0.89× |
| Niedersachsen | 33,971 | 1.28× |
| Baden-Württemberg | 31,176 | 0.84× |
| Hessen | 24,353 | 1.17× |
| Rheinland-Pfalz | 14,085 | 1.03× |
| Sachsen | 12,889 | 0.96× |
| Berlin | 11,227 | 0.92× |
| Schleswig-Holstein | 9,326 | 0.95× |
| Hamburg | 7,852 | 1.27× |
| Thüringen | 7,720 | 1.11× |
| Brandenburg | 6,975 | 0.82× |
| Sachsen-Anhalt | 5,517 | 0.78× |
| Mecklenburg-Vorpommern | 4,407 | 0.85× |
| Saarland | 2,297 | 0.69× |
| Bremen | 1,820 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Metaxa | 77.16× | Food & Beverages |
| Ouzo | 56.18× | Food & Beverages |
| Asbach | 24.76× | Food & Beverages |
| Grappa | 46.31× | Food & Beverages |
| Caipirinha | 67.06× | Food & Beverages |
| Brandy | 21.13× | Food & Beverages |
| Cognac | 19.61× | Food & Beverages |
| Daiquiri | 70.13× | Food & Beverages |
| Vermouth | 16.49× | Food & Beverages |
| Bitter (beer) | 34.39× | Food & Beverages |
| Mojito | 18.79× | Food & Beverages |
| Vodka | 6.9× | Food & Beverages |
| Tagesschau | 1.92× | Movies & TV |
| Long drink | 24.43× | Food & Beverages |
| Rum | 5.88× | Food & Beverages |
| FLO | 12.53× | Music & Radio |
| Cuba Libre | 40.64× | Food & Beverages |
| Schnapps | 17.37× | Food & Beverages |
| Drambuie | 36.94× | Food & Beverages |
| Pitú | 21.73× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.74 |
| Patriotism | CONSERVATISM | 1.58 |
| DIY Mentality | THRILL | 1.52 |
| Quality Awareness | PREMIUM | 1.5 |
| Tradition | CONSERVATISM | 1.47 |
| Indulgence | JOY | 1.32 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 37.1% |
| Germany | 36.8% |
| South Africa | 10.7% |
See Underberg 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 Underberg have in Germany?
Underberg has an estimated audience of 272,690 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Underberg fans?
35.9% of Underberg fans are female, 64.1% are male, with an average age of 48.3 years.
Which brands do Underberg fans like most?
Underberg fans show strongest brand affinity for Metaxa (77.16×), Ouzo (56.18×), and Asbach (24.76×) over the country average.
Where do Underberg fans live in Germany?
Underberg fans in Germany are most concentrated in Nordrhein-Westfalen (reach 98,058), Bayern (reach 39,120), and Niedersachsen (reach 33,971). These three regions account for the largest share of the active audience.
What other brands do Underberg fans also like?
Beyond Underberg itself, the audience over-indexes on Ouzo (56.18×), Asbach (24.76×), Grappa (46.31×), and Caipirinha (67.06×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Underberg. 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.