Rascasse Audience Intelligence

Bacardi Target Market in United States

A data profile of the people who buy, follow and care about Bacardi in United States — modelled from more than twelve digital signal sources. Bacardi has an estimated audience of 1,986,217 people in United States.

#14among Spirits in United States#1460among Brand in United States#869in Food & Beverages

The average Bacardi fan in United States is 36.6 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Grey Goose (vodka), FIFA World Cup 2026, United States, with strongest over-indexing on Grey Goose (vodka) (32.03× the country average).

Demographically, the Bacardi audience skews more male with an average age of 36.6, 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 50 regions tracked by Rascasse.

The typical Bacardi fan in United States is more male, around 36.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Grey Goose (vodka).

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 Bacardi profile in United States.

Audience size
2M
in United States
Gender
43.0%♀
57.0% male
Age
36.6
average years
Country rank
#14310
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Bacardi

43.0% are female, 57.0% are male, average age 36.6.

Fig. 02

Gender split

43.0%
Female
57.0%
Male
Demographic split for Bacardi audience in United States
MetricValue
Female43.0%
Male57.0%
Average age36.6
Estimated audience size1,986,217
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Bacardi audience in United States
Age bracketShare%
16-1918%
20-2934%
30-3917%
40-4916%
50+15%
Fig. 04

Worldwide distribution

20.1%

of the worldwide Bacardi audience comes from United States.

Worldwide audience distribution share by country for Bacardi
CountryShare
United States20.1%
India15.0%
Mexico11.0%
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 Bacardi audience in United States is strongest.

Fig. 05

Top regions by affinity

Bacardi customers by region in United States
#RegionReachAffinity×
01Florida~200K1.47×
02North Carolina~80K1.29×
03New York~100K1.27×
04New Jersey~60K1.26×
05Connecticut~20K1.25×
06Georgia~70K1.21×
07Texas~200K1.18×
08Maryland~40K1.18×
09Massachusetts~50K1.17×
10Pennsylvania~80K1.16×
11Washington, District of Columbia~7K1.13×
12Alabama~30K1.12×
13Delaware~6K1.11×
14Rhode Island~7K1.09×
15Virginia~50K1.08×
16Indiana~40K1.07×
17Arizona~40K1.06×
18Illinois~70K1.05×
19California~200K1.03×
20Kentucky~30K1.02×
21Arkansas~20K1.02×
22Alaska~4K1.02×
23Tennessee~40K1.01×
24Minnesota~30K1.01×
25Oklahoma~20K1.00×
26New Mexico~10K1.00×
27North Dakota~4K0.98×
28Nevada~20K0.97×
29South Carolina~30K0.95×
30Mississippi~20K0.95×
31Kansas~10K0.95×
32Nebraska~9K0.95×
33Wisconsin~30K0.94×
34Michigan~50K0.93×
35Utah~20K0.92×
36Washington~40K0.91×
37West Virginia~8K0.90×
38New Hampshire~7K0.89×
39Colorado~30K0.88×
40Louisiana~20K0.88×
41Maine~6K0.87×
42South Dakota~4K0.87×
43Hawaii~7K0.85×
44Oregon~20K0.84×
45Vermont~3K0.84×
46Iowa~10K0.83×
47Ohio~50K0.82×
48Missouri~30K0.81×
49Montana~4K0.74×
50Idaho~7K0.73×
Fig. 06

Affinity by region

Affinity by region — Bacardi, United States
0.73×1.00×1.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bacardi audience
#·InterestCategoryAffinity×
01Grey Goose (vodka)Food & Beverages32.03×
02MexicoTravel & Leisure2.74×
03WingstopFood & Beverages2.67×
04The UPS StoreShopping2.51×
05Instant messagingInternet & Social Media2.38×
06Domino's PizzaFood & Beverages2.27×
07Pizza HutFood & Beverages2.20×
08AutoZoneCars & Mobility2.09×
09SoccerSports1.84×
10Video gamesGames1.82×
11United StatesTravel & Leisure1.71×
12Alcoholic beveragesFood & Beverages1.69×
13Hip hop musicMusic & Radio1.69×
14ComputersTechnology & Electronics1.67×
15Mobile phonesTechnology & Electronics1.58×
16FIFA World Cup 2026Sports1.57×
17Outdoor recreationSports1.52×
18TelevisionsTechnology & Electronics1.52×
19Comedy moviesMovies & TV1.52×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bacardi 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 Bacardi audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.37×
PatriotismCONSERVATISM1.35×
Need for SecurityCONSERVATISM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bacardi audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.80×
SustainabilityBALANCE0.85×
CreativityOPEN0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bacardi's target market in United States?

Bacardi's target market in United States covers an estimated 1,986,217 people, concentrated in California and Texas.

02

What is the gender split and age of Bacardi customers?

43.0% of the Bacardi audience are female, 57.0% are male, with an average age of 36.6 years.

03

Which brands do Bacardi fans like most?

Bacardi fans show strongest brand affinity for Grey Goose (vodka) (32.03×), FIFA World Cup 2026 (1.57×), and United States (1.71×) over the country average.

04

Where do Bacardi fans live in United States?

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

05

What other brands do Bacardi fans also like?

Beyond Bacardi itself, the audience over-indexes on FIFA World Cup 2026 (1.57×), United States (1.71×), Movies (1.51×), and Mexico (2.74×) 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 Bacardi audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →