Bourbon whiskey Audience in United States

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Bourbon whiskey has an estimated audience of 17,626,707 people in United States. 41.0% are female, 59.0% are male, average age 41.0. Top regions: California, Texas, Florida. Top brand affinities: Whisky, Tennessee whiskey, Small batch whiskey, Irish whiskey, Scotch whisky.

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

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

Demographics of Bourbon whiskey fans

Demographic split for Bourbon whiskey audience in United States
MetricValue
Female41.0%
Male59.0%
Average age41.0
Estimated audience size17,626,707

Audience persona

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

Top regions in United States

Top regions ranked by reach for Bourbon whiskey in United States
RegionReachAffinity
California1,545,2690.8×
Texas1,414,3650.93×
Florida1,253,9911.05×
New York953,1120.97×
Ohio772,7381.42×
Michigan643,9531.4×
Illinois642,5671.09×
Pennsylvania635,0031.07×
North Carolina625,9901.18×
Georgia586,3671.08×
Kentucky539,7002.44×
Virginia487,9621.14×
New Jersey468,0441.04×
Indiana441,4191.37×
South Carolina434,1581.64×
Tennessee411,9461.17×
Massachusetts369,9871.07×
Maryland300,2570.99×
Arizona298,9870.83×
Missouri286,6461.01×
Wisconsin281,7991.06×
Louisiana275,9551.21×
Washington275,5970.78×
Alabama254,4691.03×
Colorado235,2200.85×
Minnesota223,9090.89×
Oklahoma177,3280.91×
Connecticut172,7970.98×
Oregon157,3870.78×
Nevada138,1930.81×
Mississippi134,8960.93×
Arkansas132,1230.91×
Kansas129,3920.93×
Iowa124,8570.86×
Montana103,9892.13×
Nebraska89,1821.01×
Utah88,8760.56×
West Virginia78,8470.96×
Idaho66,0060.75×
New Mexico64,9950.74×
Hawaii57,5640.76×
New Hampshire55,6430.8×
Washington, District of Columbia50,8610.96×
Maine50,0650.79×
Delaware45,2870.93×
Rhode Island44,4190.79×
South Dakota33,3990.82×
Alaska29,1160.77×
North Dakota28,0480.77×
Vermont21,9840.71×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Bourbon whiskey audience
BrandAffinityCategory
Whisky4.8×Food & Beverages
Tennessee whiskey7.49×Food & Beverages
Small batch whiskey7.63×Food & Beverages
Irish whiskey6.38×Food & Beverages
Scotch whisky5.3×Food & Beverages
American whiskey7.81×Food & Beverages
Blended whiskey7.05×Food & Beverages
Kentucky3.29×Travel & Leisure
Wingstop2.4×Food & Beverages
Single malt whisky5.88×Food & Beverages
Vodka3.29×Food & Beverages
Texas Roadhouse1.71×Food & Beverages
Reddit1.67×Internet & Social Media
Rye whiskey7.6×Food & Beverages
Distilled beverage1.63×Food & Beverages
Alcohol2.13×Food & Beverages
AutoZone1.62×Cars & Mobility
Drinking2.42×Food & Beverages
Chick-fil-A1.52×Food & Beverages
The UPS Store1.78×Shopping

Psychographic profile

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

Top personality traits over-indexed by Bourbon whiskey audience
TraitClusterScore
IndulgenceJOY1.42
Luxury OrientationPREMIUM1.37
LGBTQ+ IdentityOPEN1.35
Early Adopter MentalityPOWER1.35
ExtroversionTHRILL1.31
Sports ActivityPOWER1.3

Worldwide distribution

Worldwide audience distribution share by country for Bourbon whiskey
CountryShare
United States37.6%
Japan13.0%
United Kingdom4.2%

See Bourbon whiskey audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

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.

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.

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.

Where do Bourbon whiskey fans live in United States?

Bourbon whiskey fans in United States are most concentrated in California (reach 1,545,269), Texas (reach 1,414,365), and Florida (reach 1,253,991). These three regions account for the largest share of the active audience.

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.

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.