Rascasse Audience Intelligence

Absolut Vodka Target Market in United States

A data profile of the people who buy, follow and care about Absolut Vodka in United States — modelled from more than twelve digital signal sources. Absolut Vodka has an estimated audience of 1,950,504 people in United States.

#15among Spirits in United States#1492among Brand in United States#886in Food & Beverages

The average Absolut Vodka fan in United States is 36.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Spain, National Car Rental, Soccer, with strongest over-indexing on Spain (5.43× the country average).

Demographically, the Absolut Vodka audience skews balanced with an average age of 36.3, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Absolut Vodka fan in United States is balanced, around 36.3 years old, with strong Indulgence tendencies and a notable affinity for Spain.

Category: Food & Beverages · Type: Brand · Subtype: Spirits

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Absolut Vodka profile in United States.

Audience size
2M
in United States
Gender
49.2%♀
50.8% male
Age
36.3
average years
Country rank
#14516
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Absolut Vodka

49.2% are female, 50.8% are male, average age 36.3.

Fig. 02

Gender split

49.2%
Female
50.8%
Male
Demographic split for Absolut Vodka audience in United States
MetricValue
Female49.2%
Male50.8%
Average age36.3
Estimated audience size1,950,504
Fig. 03

Age distribution

Ø 36.3
average years
Age distribution of the Absolut Vodka audience in United States
Age bracketShare%
16-1920%
20-2928%
30-3924%
40-4917%
50+12%
Fig. 04

Worldwide distribution

19.1%

of the worldwide Absolut Vodka audience comes from United States.

Worldwide audience distribution share by country for Absolut Vodka
CountryShare
United States19.1%
India7.6%
Brazil7.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Absolut Vodka audience in United States is strongest.

Fig. 05

Top regions by affinity

Absolut Vodka customers by region in United States
#RegionReachAffinity×
01New York~100K1.19×
02Alabama~30K1.18×
03Ohio~70K1.15×
04Oregon~30K1.15×
05North Carolina~70K1.14×
06Louisiana~30K1.13×
07Pennsylvania~70K1.11×
08Virginia~50K1.10×
09Iowa~20K1.10×
10Mississippi~20K1.10×
11West Virginia~10K1.10×
12Connecticut~20K1.09×
13Arkansas~20K1.09×
14Massachusetts~40K1.08×
15Maine~8K1.08×
16Florida~100K1.06×
17Washington, District of Columbia~6K1.05×
18New Jersey~50K1.03×
19New Hampshire~8K1.03×
20Nebraska~10K1.02×
21Alaska~4K1.02×
22North Dakota~4K1.02×
23Nevada~20K1.01×
24Georgia~60K1.00×
25Michigan~50K1.00×
26Kentucky~20K1.00×
27California~200K0.99×
28Maryland~30K0.99×
29Delaware~5K0.98×
30Illinois~60K0.97×
31Indiana~30K0.97×
32Rhode Island~6K0.97×
33Montana~5K0.97×
34Kansas~10K0.96×
35Idaho~9K0.96×
36Texas~200K0.95×
37South Carolina~30K0.95×
38Vermont~3K0.95×
39Tennessee~40K0.94×
40Washington~40K0.93×
41Wisconsin~30K0.93×
42Minnesota~30K0.93×
43Arizona~40K0.90×
44Oklahoma~20K0.90×
45South Dakota~4K0.90×
46Colorado~30K0.88×
47New Mexico~8K0.86×
48Utah~10K0.85×
49Missouri~30K0.84×
50Hawaii~7K0.80×
Fig. 06

Affinity by region

Affinity by region — Absolut Vodka, United States
0.80×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Absolut Vodka audience
#·InterestCategoryAffinity×
01KahlúaFood & Beverages17.06×
02SKYY vodkaFood & Beverages16.99×
03Tito's VodkaFood & Beverages16.25×
04San PellegrinoFood & Beverages15.56×
05Angelique BoyerMovies & TV13.07×
06National Car RentalCars & Mobility10.41×
07Mario LopezMovies & TV8.74×
08SpainTravel & Leisure5.43×
09PeruTravel & Leisure5.33×
10GuatemalaTravel & Leisure3.93×
11MenardsHome & Garden2.76×
12Popeyes Louisiana KitchenFood & Beverages2.74×
13SoccerSports2.63×
14MexicoTravel & Leisure2.25×
15WingstopFood & Beverages2.25×
16Texas RoadhouseFood & Beverages2.24×
17United StatesTravel & Leisure1.78×
18FamilyKids & Family1.56×
19FIFA World Cup 2026Sports1.54×
20PhotographyArts & Culture1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Absolut Vodka 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 Absolut Vodka audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.57×
Urban LifestyleOPEN1.34×
Family OrientationCONSERVATISM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Absolut Vodka audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.96×
Risk AppetiteTHRILL0.99×
TraditionCONSERVATISM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Absolut Vodka's target market in United States?

Absolut Vodka's target market in United States covers an estimated 1,950,504 people, concentrated in California and Texas.

02

What is the gender split and age of Absolut Vodka customers?

49.2% of the Absolut Vodka audience are female, 50.8% are male, with an average age of 36.3 years.

03

Which brands do Absolut Vodka fans like most?

Absolut Vodka fans show strongest brand affinity for Spain (5.43×), National Car Rental (10.41×), and Soccer (2.63×) over the country average.

04

Where do Absolut Vodka fans live in United States?

Absolut Vodka fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Absolut Vodka fans also like?

Beyond Absolut Vodka itself, the audience over-indexes on National Car Rental (10.41×), Soccer (2.63×), Tito's Vodka (16.25×), and Angelique Boyer (13.07×) compared to the United States average.

Appendix

Explore more audiences

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

More Spirits audiences in United States

See Absolut Vodka audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Absolut Vodka. 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 United States. 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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