Captain Morgan Audience in United States

Captain Morgan logo

Captain Morgan has an estimated audience of 1,412,920 people in United States. 38.6% are female, 61.4% are male, average age 40.5. Top regions: California, Texas, Florida. Top brand affinities: Rum, Friends, Bespoke tailoring, Video games, Rock music.

The average Captain Morgan fan in United States is 40.5 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Rum, Friends, Bespoke tailoring, with strongest over-indexing on Rum (6.84× the country average). Demographically, the Captain Morgan audience skews more male with an average age of 40.5, 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: Brand · Subtype: Spirits

Demographics of Captain Morgan fans

Demographic split for Captain Morgan audience in United States
MetricValue
Female38.6%
Male61.4%
Average age40.5
Estimated audience size1,412,920

Audience persona

The typical Captain Morgan fan in United States is more male, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Rum.

Top regions in United States

Top regions ranked by reach for Captain Morgan in United States
RegionReachAffinity
California127,3790.82×
Texas106,6010.88×
Florida103,6521.08×
New York72,8890.92×
Pennsylvania58,0111.22×
Illinois49,0591.04×
Ohio47,2221.08×
Michigan45,3001.23×
North Carolina40,2310.95×
Georgia37,7670.87×
New Jersey35,3500.98×
Virginia30,5270.89×
Massachusetts29,9461.08×
Wisconsin29,3311.38×
Minnesota28,6111.41×
Indiana28,2771.1×
Arizona27,7000.96×
Tennessee24,9190.88×
Washington22,3830.79×
Missouri21,8190.96×
Maryland21,0280.87×
Alabama19,2150.97×
Colorado17,9300.81×
South Carolina17,8260.84×
Kentucky16,6290.94×
Louisiana15,2570.84×
Iowa15,2521.31×
Oklahoma14,8900.95×
Connecticut14,2281×
Nevada13,0590.96×
Oregon12,5090.77×
Kansas12,1731.09×
Arkansas10,6730.92×
Utah10,3210.82×
Mississippi9,6030.82×
Nebraska9,1621.29×
West Virginia7,3251.11×
Idaho6,1930.87×
New Hampshire5,9811.07×
New Mexico5,3830.76×
Hawaii5,3260.88×
Rhode Island5,0031.11×
Maine4,9070.97×
North Dakota4,7401.63×
South Dakota4,3231.32×
Montana4,2051.07×
Delaware3,8971×
Washington, District of Columbia3,3380.79×
Alaska3,1711.05×
Vermont2,0550.83×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Captain Morgan audience
BrandAffinityCategory
Rum6.84×Food & Beverages
Friends2.14×Movies & TV
Bespoke tailoring7.13×Fashion & Accessoires
Video games1.9×Games
Rock music1.87×Music & Radio
Food1.5×Food & Beverages
Outdoor recreation1.52×Sports
Baldur's Gate 310.04×Games
Kraken Rum26.44×Food & Beverages
United States1.53×Travel & Leisure
Scooby-Doo3.02×Movies & TV
Savannah Guthrie3.44×Movies & TV
Eastern Time Zone2.09×Politics & Society
Malibu Rum15.17×Food & Beverages
AutoZone2×Cars & Mobility
Triple sec11.41×Food & Beverages
Instant messaging1.91×Internet & Social Media
Texas1.78×Travel & Leisure
NBC1.58×Movies & TV
Midwestern United States2.23×Travel & Leisure

Psychographic profile

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

Top personality traits over-indexed by Captain Morgan audience
TraitClusterScore
IndulgenceJOY1.4
Luxury OrientationPREMIUM1.34
ExtroversionTHRILL1.3
Convenience OrientationPREMIUM1.19
Social Media UsageJOY1.12
LGBTQ+ IdentityOPEN1.11

Worldwide distribution

Worldwide audience distribution share by country for Captain Morgan
CountryShare
United States30.8%
United Kingdom9.1%
Germany6.7%

See Captain Morgan audiences in other countries

More Spirits audiences in United States

Frequently asked questions

How many fans does Captain Morgan have in United States?

Captain Morgan has an estimated audience of 1,412,920 people in United States, concentrated in California and Texas.

What is the gender split and age of Captain Morgan fans?

38.6% of Captain Morgan fans are female, 61.4% are male, with an average age of 40.5 years.

Which brands do Captain Morgan fans like most?

Captain Morgan fans show strongest brand affinity for Rum (6.84×), Friends (2.14×), and Bespoke tailoring (7.13×) over the country average.

Where do Captain Morgan fans live in United States?

Captain Morgan fans in United States are most concentrated in California (reach 127,379), Texas (reach 106,601), and Florida (reach 103,652). These three regions account for the largest share of the active audience.

What other brands do Captain Morgan fans also like?

Beyond Captain Morgan itself, the audience over-indexes on Friends (2.14×), Bespoke tailoring (7.13×), Video games (1.9×), and Rock music (1.87×) 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 Captain Morgan. 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.