Rascasse Audience Intelligence

Beer Audience in Indonesia

Name: Beer — Indonesia
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Beer in Indonesia — modelled from more than twelve digital signal sources. Beer has an estimated audience of 3,350,403 people in Indonesia.

#1among Alcohol in Indonesia

#434among Topic in Indonesia

#62in Food & Beverages

The average Beer fan in Indonesia is 37.5 years old, more male, and lives primarily in West Java.

The audience is concentrated in West Java, Jakarta, East Java.

Top brand affinities include Pale lager, Chocolate cake, Non-fiction books, with strongest over-indexing on Pale lager (4.41× the country average).

Demographically, the Beer audience skews more male with an average age of 37.5, and over-indexes on personality traits such as Need for Security, Healthy Lifestyle.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.

The typical Beer fan in Indonesia is more male, around 37.5 years old, with strong Need for Security tendencies and a notable affinity for Pale lager.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Beer profile in Indonesia.

Audience size

3.4M

in Indonesia

Gender

38.5%♀

61.5% male

Age

37.5

average years

Country rank

#585

Topic in Indonesia

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Demographics of Beer fans

38.5% are female, 61.5% are male, average age 37.5.

Fig. 02

Gender split

38.5%

Female

61.5%

Male

Demographic split for Beer audience in Indonesia
Metric	Value
Female	38.5%
Male	61.5%
Average age	37.5
Estimated audience size	3,350,403

Fig. 03

Age distribution

Age distribution of the Beer audience in Indonesia
Age bracket	Share	%
16-19		15%
20-29		27%
30-39		26%
40-49		20%
50+		12%

Fig. 04

Worldwide distribution

1.1%

of the worldwide Beer audience comes from Indonesia.

Worldwide audience distribution share by country for Beer
Country	Share
United States	23.4%
Brazil	5.9%
Italy	5.5%

Section 03

Affinity (×) = how much more likely a member of this audience is to live in a region than the Indonesia average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Beer audience in Indonesia is strongest.

Fig. 05

Top regions by affinity

Beer fans by region: top regions in Indonesia
#	Region	Reach	×
01	Bali	~300K	4.05×
02	Special Region of Yogyakarta	~200K	2.73×
03	Jakarta	~700K	2.42×
04	Banten	~300K	1.91×
05	Riau Islands	~60K	1.65×
06	West Java	~800K	1.46×
07	West Nusa Tenggara	~60K	1.40×
08	North Sulawesi	~40K	1.07×
09	Bangka-Belitung Islands	~20K	1.03×
10	West Kalimantan	~50K	1.00×
11	East Java	~400K	0.98×
12	Central Java	~300K	0.98×
13	East Kalimantan	~50K	0.97×
14	Central Kalimantan	~30K	0.95×
15	West Papua	~10K	0.93×
16	West Sulawesi	~10K	0.91×
17	North Kalimantan	~9K	0.89×
18	North Maluku	~10K	0.87×
19	Gorontalo (disambiguation)(2)	~10K	0.86×
20	Maluku	~10K	0.84×
21	East Nusa Tenggara	~30K	0.83×
22	Papua (province)	~20K	0.83×
23	South Kalimantan	~40K	0.82×
24	Central Sulawesi	~30K	0.82×
25	Bengkulu	~20K	0.82×
26	Southeast Sulawesi	~20K	0.81×
27	Lampung	~50K	0.72×
28	Jambi	~30K	0.72×
29	South Sumatra	~60K	0.70×
30	Riau	~50K	0.68×
31	West Sumatra	~40K	0.67×
32	South Sulawesi	~70K	0.66×
33	Aceh	~30K	0.66×
34	North Sumatra	~100K	0.64×

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Beer audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Beer audience
#	Interest	Category	×
01	Pale lager	Food & Beverages	4.41×
02	Heineken	Food & Beverages	3.28×
03	ikon	Music & Radio	2.35×
04	Blended whiskey	Food & Beverages	2.35×
05	Guinness	Food & Beverages	2.33×
06	Wonder Girls	Music & Radio	2.20×
07	Bintang Beer	Food & Beverages	2.20×
08	White wine	Food & Beverages	1.87×
09	Pizza delivery	Food & Beverages	1.80×
10	Cheddar cheese	Food & Beverages	1.80×
11	Taeyang	Music & Radio	1.70×
12	Mexican cuisine	Food & Beverages	1.67×
13	Shinee	Music & Radio	1.65×
14	Chocolate cake	Food & Beverages	1.63×
15	Red Velvet (band)	Music & Radio	1.61×
16	Got7	Music & Radio	1.60×
17	Winery	Food & Beverages	1.58×
18	BTS	Music & Radio	1.56×
19	Non-fiction books	Literature	1.52×
20	Wine tasting	Food & Beverages	1.52×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Beer audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out

The strongest tendencies

Top personality traits over-indexed by Beer audience · What stands out
Trait	Cluster	Score
Need for Security	CONSERVATISM	1.14×
Healthy Lifestyle	BALANCE	1.07×
Individualism	JOY	1.03×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Beer audience · Rather not
Trait	Cluster	Score
Travelling	THRILL	0.68×
Patriotism	CONSERVATISM	0.75×
Early Adopter Mentality	POWER	0.82×

0×1.00× baseline2×

Section 06

Frequently asked questions

How many fans does Beer have in Indonesia?

Beer has an estimated audience of 3,350,403 people in Indonesia, concentrated in West Java and Jakarta.

What is the gender split and age of Beer fans?

38.5% of Beer fans are female, 61.5% are male, with an average age of 37.5 years.

Which brands do Beer fans like most?

Beer fans show strongest brand affinity for Pale lager (4.41×), Chocolate cake (1.63×), and Non-fiction books (1.52×) over the country average.

Where do Beer fans live in Indonesia?

Beer fans in Indonesia are most concentrated in West Java (reach ~800K), Jakarta (reach ~700K), and East Java (reach ~400K). These three regions account for the largest share of the active audience.

What other brands do Beer fans also like?

Beyond Beer itself, the audience over-indexes on Chocolate cake (1.63×), Non-fiction books (1.52×), Mexican cuisine (1.67×), and Heineken (3.28×) compared to the Indonesia average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Alcohol audiences in Indonesia

Whisky (673,846)
Scotch whisky (493,265)
Pale lager (478,002)
Lager (445,355)
Vodka (404,341)

See Beer audiences in other countries

How to read this data

Audience size is the estimated number of people in Indonesia who actively search for Beer. 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 Indonesia. 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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