Rascasse Audience Intelligence

Bourbon whiskey Audience in United States

A data profile of the people who buy, follow and care about Bourbon whiskey in United States — modelled from more than twelve digital signal sources. Bourbon whiskey has an estimated audience of 17,626,707 people in United States.

#6among Alcohol in United States#1319among Topic in United States#164in Food & Beverages

The average Bourbon whiskey fan in United States is 41.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Whisky, Tennessee whiskey, Small batch whiskey, with strongest over-indexing on Whisky (4.8× the country average).

Demographically, the Bourbon whiskey audience skews more male with an average age of 41.0, and over-indexes on personality traits such as Patriotism, Community Orientation.

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

The typical Bourbon whiskey fan in United States is more male, around 41.0 years old, with strong Patriotism tendencies and a notable affinity for Whisky.

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 2026-08-10.

Section 01

At a glance

The key figures that characterise the Bourbon whiskey profile in United States.

Audience size
17.6M
in United States
Gender
41.0%♀
59.0% male
Age
41.0
average years
Country rank
#1924
Topic in United States
Fig. 01

Search interest · 12-month trend

-44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Bourbon whiskey fans

41.0% are female, 59.0% are male, average age 41.0.

Fig. 02

Gender split

41.0%
Female
59.0%
Male
Demographic split for Bourbon whiskey audience in United States
MetricValue
Female41.0%
Male59.0%
Average age41.0
Estimated audience size17,626,707
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Bourbon whiskey audience in United States
Age bracketShare%
16-1913%
20-2921%
30-3922%
40-4922%
50+22%
Fig. 04

Worldwide distribution

37.5%

of the worldwide Bourbon whiskey audience comes from United States.

Worldwide audience distribution share by country for Bourbon whiskey
CountryShare
United States37.5%
Japan13.0%
United Kingdom4.2%
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 Bourbon whiskey audience in United States is strongest.

Fig. 05

Top regions by affinity

Bourbon whiskey fans by region: top regions in United States
#RegionReachAffinity×
01Kentucky~500K2.43×
02Montana~100K2.16×
03South Carolina~400K1.61×
04Ohio~800K1.39×
05Michigan~600K1.37×
06Indiana~400K1.34×
07Louisiana~300K1.22×
08Tennessee~400K1.14×
09North Carolina~600K1.13×
10Virginia~500K1.10×
11Wisconsin~300K1.06×
12Pennsylvania~600K1.04×
13Georgia~600K1.04×
14Massachusetts~400K1.04×
15Illinois~600K1.03×
16Alabama~300K1.03×
17Florida~1M1.02×
18New Jersey~500K1.01×
19Nebraska~90K1.01×
20West Virginia~80K1.01×
21Maryland~300K0.99×
22Missouri~300K0.99×
23Connecticut~200K0.98×
24Washington, District of Columbia~50K0.97×
25Delaware~50K0.97×
26Mississippi~100K0.95×
27Kansas~100K0.94×
28Arkansas~100K0.93×
29New York~900K0.92×
30Oklahoma~200K0.89×
31South Dakota~40K0.89×
32Alaska~30K0.89×
33Texas~1.5M0.88×
34Minnesota~200K0.87×
35Iowa~100K0.86×
36North Dakota~30K0.86×
37Colorado~200K0.84×
38New Hampshire~60K0.84×
39Arizona~300K0.83×
40Maine~50K0.83×
41Rhode Island~50K0.83×
42Nevada~100K0.82×
43New Mexico~70K0.79×
44Hawaii~60K0.79×
45Vermont~20K0.79×
46Oregon~200K0.78×
47Idaho~70K0.77×
48California~1.5M0.75×
49Washington~300K0.75×
50Utah~90K0.58×
Fig. 06

Affinity by region

Affinity by region — Bourbon whiskey, United States
0.58×1.00×2.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bourbon whiskey audience
#·InterestCategoryAffinity×
01American whiskeyFood & Beverages7.81×
02Small batch whiskeyFood & Beverages7.63×
03Rye whiskeyFood & Beverages7.60×
04Tennessee whiskeyFood & Beverages7.49×
05Blended whiskeyFood & Beverages7.05×
06Irish whiskeyFood & Beverages6.38×
07Single malt whiskyFood & Beverages5.88×
08Scotch whiskyFood & Beverages5.30×
09WhiskyFood & Beverages4.80×
10KentuckyTravel & Leisure3.29×
11VodkaFood & Beverages3.29×
12WingstopFood & Beverages2.40×
13AlcoholFood & Beverages2.13×
14Melania TrumpPolitics & Society1.79×
15Texas RoadhouseFood & Beverages1.71×
16RedditInternet & Social Media1.67×
17Mitch McConnellPolitics & Society1.65×
18Distilled beverageFood & Beverages1.63×
19McDonald'sFood & Beverages1.56×
20Donald TrumpPolitics & Society1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bourbon whiskey 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 Bourbon whiskey audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.49×
Community OrientationOPEN1.44×
IndulgenceJOY1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bourbon whiskey audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM1.02×
Pet OwnershipJOY1.06×
Early Adopter MentalityPOWER1.07×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Bourbon whiskey have in United States?

Bourbon whiskey has an estimated audience of 17,626,707 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Bourbon whiskey fans?

41.0% of Bourbon whiskey fans are female, 59.0% are male, with an average age of 41.0 years.

03

Which brands do Bourbon whiskey fans like most?

Bourbon whiskey fans show strongest brand affinity for Whisky (4.8×), Tennessee whiskey (7.49×), and Small batch whiskey (7.63×) over the country average.

04

Where do Bourbon whiskey fans live in United States?

Bourbon whiskey fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Bourbon whiskey fans also like?

Beyond Bourbon whiskey itself, the audience over-indexes on Tennessee whiskey (7.49×), Small batch whiskey (7.63×), Irish whiskey (6.38×), and Scotch whisky (5.3×) compared to the United States average.

Appendix

Explore more audiences

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

More Alcohol audiences in United States

See Bourbon whiskey audiences in other countries

How to read this data

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