A data profile of the people who buy, follow and care about Rum in United Kingdom — modelled from more than twelve digital signal sources. Rum has an estimated audience of 4,100,426 people in United Kingdom.
The average Rum fan in United Kingdom is 42.6 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Alcoholic beverages, Distilled beverage, Cocktail, with strongest over-indexing on Alcoholic beverages (1.53× the country average).
Demographically, the Rum audience skews balanced with an average age of 42.6, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Rum fan in United Kingdom is balanced, around 42.6 years old, with strong Indulgence tendencies and a notable affinity for Alcoholic beverages.
The key figures that characterise the Rum profile in United Kingdom.
54.3% are female, 45.7% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 54.3% |
| Male | 45.7% |
| Average age | 42.6 |
| Estimated audience size | 4,100,426 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 25% |
of the worldwide Rum audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.2% |
| Japan | 11.5% |
| United Kingdom | 6.4% |
Where the Rum audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.37× | |
| 02 | Yorkshire and the Humber | ~400K | 1.31× | |
| 03 | Scotland | ~400K | 1.18× | |
| 04 | North East | ~200K | 1.14× | |
| 05 | East of England | ~400K | 1.09× | |
| 06 | England | ~3M | 1.07× | |
| 07 | Wales | ~200K | 0.98× | |
| 08 | South East | ~500K | 0.89× | |
| 09 | South West | ~300K | 0.86× | |
| 10 | East Midlands | ~200K | 0.86× | |
| 11 | Northern Ireland | ~100K | 0.80× | |
| 12 | North West | ~200K | 0.54× |
The strongest cross-interests of the Rum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tequila | Food & Beverages | 2.81× | ||
| 02 | Mixed drink | Food & Beverages | 2.50× | ||
| 03 | Vodka | Food & Beverages | 2.28× | ||
| 04 | Gin | Food & Beverages | 2.18× | ||
| 05 | Whisky | Food & Beverages | 2.18× | ||
| 06 | Microbrewery | Food & Beverages | 2.16× | ||
| 07 | Distillation | Health | 2.15× | ||
| 08 | Wine & Spirits | Food & Beverages | 2.04× | ||
| 09 | Distilled beverage | Food & Beverages | 1.91× | ||
| 10 | Cask ale | Food & Beverages | 1.91× | ||
| 11 | Cocktail | Food & Beverages | 1.81× | ||
| 12 | Brewing | Food & Beverages | 1.77× | ||
| 13 | Naked Wines | Food & Beverages | 1.76× | ||
| 14 | Drinking | Food & Beverages | 1.72× | ||
| 15 | Champagne | Food & Beverages | 1.71× | ||
| 16 | Cider | Food & Beverages | 1.70× | ||
| 17 | Brewery | Food & Beverages | 1.67× | ||
| 18 | Alcohol | Food & Beverages | 1.55× | ||
| 19 | Alcoholic beverages | Food & Beverages | 1.53× | ||
| 20 | Cream | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.33× | |
| Convenience Orientation | PREMIUM | 1.16× | |
| Urban Lifestyle | OPEN | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.90× | |
| Risk Appetite | THRILL | 0.91× | |
| Spirituality | BALANCE | 0.99× |
Rum has an estimated audience of 4,100,426 people in United Kingdom, concentrated in England and South East.
54.3% of Rum fans are female, 45.7% are male, with an average age of 42.6 years.
Rum fans show strongest brand affinity for Alcoholic beverages (1.53×), Distilled beverage (1.91×), and Cocktail (1.81×) over the country average.
Rum fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~500K), and Scotland (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Rum itself, the audience over-indexes on Distilled beverage (1.91×), Cocktail (1.81×), Gin (2.18×), and Whisky (2.18×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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