Rascasse Audience Intelligence

Captain Morgan Target Market in United States

A data profile of the people who buy, follow and care about Captain Morgan in United States — modelled from more than twelve digital signal sources. Captain Morgan has an estimated audience of 2,487 people in United States.

#146among Spirits in United States#16515among Brand in United States#6353in Food & Beverages

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, Florida, Texas.

Top brand affinities include Malibu Rum, Rum, Bespoke tailoring, with strongest over-indexing on Malibu Rum (15.17× 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 Patriotism, Need for Security.

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

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

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 Captain Morgan profile in United States.

Audience size
2K
in United States
Gender
38.6%♀
61.4% male
Age
40.5
average years
Country rank
#170816
Brand in United States
Fig. 01

Search interest · 12-month trend

+138%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Captain Morgan

38.6% are female, 61.4% are male, average age 40.5.

Fig. 02

Gender split

38.6%
Female
61.4%
Male
Demographic split for Captain Morgan audience in United States
MetricValue
Female38.6%
Male61.4%
Average age40.5
Estimated audience size2,487
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Captain Morgan audience in United States
Age bracketShare%
16-1916%
20-2921%
30-3919%
40-4921%
50+23%
Fig. 04

Worldwide distribution

0.1%

of the worldwide Captain Morgan audience comes from United States.

Worldwide audience distribution share by country for Captain Morgan
CountryShare
Germany13.1%
Indonesia12.8%
Canada7.2%
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 Captain Morgan audience in United States is strongest.

Fig. 05

Top regions by affinity

Captain Morgan customers by region in United States
#RegionReachAffinity×
01North Dakota~5K1.60×
02Minnesota~30K1.36×
03Wisconsin~30K1.34×
04South Dakota~4K1.31×
05Iowa~20K1.29×
06Nebraska~9K1.27×
07Michigan~40K1.18×
08Pennsylvania~60K1.17×
09West Virginia~8K1.14×
10Alaska~3K1.14×
11Rhode Island~5K1.13×
12Montana~4K1.10×
13New Hampshire~6K1.09×
14Kansas~10K1.07×
15Florida~100K1.06×
16Ohio~50K1.05×
17Indiana~30K1.05×
18Massachusetts~30K1.04×
19Delaware~4K1.04×
20Illinois~50K0.99×
21Connecticut~10K0.99×
22Maine~5K0.99×
23Alabama~20K0.97×
24New Jersey~30K0.95×
25Arizona~30K0.95×
26Nevada~10K0.95×
27Vermont~2K0.95×
28Missouri~20K0.94×
29Oklahoma~10K0.94×
30Kentucky~20K0.93×
31Arkansas~10K0.93×
32Idaho~7K0.92×
33Hawaii~6K0.92×
34North Carolina~40K0.90×
35Mississippi~10K0.88×
36New York~70K0.87×
37Tennessee~20K0.87×
38Maryland~20K0.87×
39Virginia~30K0.86×
40Louisiana~20K0.85×
41Washington, District of Columbia~4K0.85×
42Georgia~40K0.84×
43New Mexico~6K0.84×
44Texas~100K0.83×
45South Carolina~20K0.83×
46Utah~10K0.83×
47Colorado~20K0.80×
48California~100K0.78×
49Oregon~10K0.78×
50Washington~20K0.77×
Fig. 06

Affinity by region

Affinity by region — Captain Morgan, United States
0.77×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Captain Morgan audience
#·InterestCategoryAffinity×
01Kraken RumFood & Beverages26.44×
02Malibu RumFood & Beverages15.17×
03Triple secFood & Beverages11.41×
04Baldur's Gate 3Games10.04×
05Bespoke tailoringFashion & Accessoires7.13×
06RumFood & Beverages6.84×
07Savannah GuthrieMovies & TV3.44×
08Scooby-DooMovies & TV3.02×
09Midwestern United StatesTravel & Leisure2.23×
10Eastern Time ZonePolitics & Society2.09×
11AutoZoneCars & Mobility2.00×
12Pizza HutFood & Beverages1.96×
13Instant messagingInternet & Social Media1.91×
14Video gamesGames1.90×
15Rock musicMusic & Radio1.87×
16TexasTravel & Leisure1.78×
17NBCMovies & TV1.58×
18United StatesTravel & Leisure1.53×
19Outdoor recreationSports1.52×
20FoodFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Captain Morgan 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 Captain Morgan audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.62×
Need for SecurityCONSERVATISM1.50×
Convenience OrientationPREMIUM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Captain Morgan audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.64×
Design AffinityPREMIUM0.67×
Quality AwarenessPREMIUM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Captain Morgan's target market in United States?

Captain Morgan's target market in United States covers an estimated 2,487 people, concentrated in California and Florida.

02

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

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

03

Which brands do Captain Morgan fans like most?

Captain Morgan fans show strongest brand affinity for Malibu Rum (15.17×), Rum (6.84×), and Bespoke tailoring (7.13×) over the country average.

04

Where do Captain Morgan fans live in United States?

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

05

What other brands do Captain Morgan fans also like?

Beyond Captain Morgan itself, the audience over-indexes on Rum (6.84×), Bespoke tailoring (7.13×), Video games (1.9×), and Rock music (1.87×) compared to the United States average.

Appendix

Explore more audiences

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

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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.

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