Rascasse Audience Intelligence

Chivas Regal Target Market in United States

A data profile of the people who buy, follow and care about Chivas Regal in United States — modelled from more than twelve digital signal sources. Chivas Regal has an estimated audience of 1,505,139 people in United States.

#20among Spirits in United States#1846among Brand in United States#1050in Food & Beverages

The average Chivas Regal fan in United States is 37.6 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include The Conjuring, Buffalo Trace Bourbon, Rye whiskey, with strongest over-indexing on The Conjuring (37.43× the country average).

Demographically, the Chivas Regal audience skews more male with an average age of 37.6, and over-indexes on personality traits such as Indulgence, Pet Ownership.

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

The typical Chivas Regal fan in United States is more male, around 37.6 years old, with strong Indulgence tendencies and a notable affinity for The Conjuring.

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 Chivas Regal profile in United States.

Audience size
1.5M
in United States
Gender
42.4%♀
57.6% male
Age
37.6
average years
Country rank
#17722
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 Chivas Regal

42.4% are female, 57.6% are male, average age 37.6.

Fig. 02

Gender split

42.4%
Female
57.6%
Male
Demographic split for Chivas Regal audience in United States
MetricValue
Female42.4%
Male57.6%
Average age37.6
Estimated audience size1,505,139
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Chivas Regal audience in United States
Age bracketShare%
16-1918%
20-2927%
30-3922%
40-4920%
50+14%
Fig. 04

Worldwide distribution

14.6%

of the worldwide Chivas Regal audience comes from United States.

Worldwide audience distribution share by country for Chivas Regal
CountryShare
United States14.6%
Brazil13.1%
India11.6%
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 Chivas Regal audience in United States is strongest.

Fig. 05

Top regions by affinity

Chivas Regal customers by region in United States
#RegionReachAffinity×
01New Jersey~60K1.61×
02New York~100K1.50×
03Florida~100K1.45×
04Texas~200K1.35×
05Hawaii~9K1.33×
06Massachusetts~40K1.24×
07Nevada~20K1.21×
08California~200K1.19×
09Connecticut~20K1.19×
10Arizona~40K1.16×
11Washington~30K1.15×
12Maryland~30K1.13×
13Virginia~40K1.12×
14Illinois~60K1.11×
15Washington, District of Columbia~5K1.11×
16Rhode Island~5K1.08×
17Alaska~3K1.05×
18New Mexico~8K1.03×
19Georgia~50K1.02×
20Pennsylvania~50K1.01×
21Louisiana~20K1.01×
22Kansas~10K1.01×
23Colorado~20K0.99×
24Nebraska~7K0.98×
25Michigan~40K0.97×
26North Carolina~40K0.96×
27Delaware~4K0.96×
28Oklahoma~20K0.95×
29Tennessee~30K0.94×
30Missouri~20K0.94×
31Arkansas~10K0.94×
32New Hampshire~6K0.94×
33Indiana~30K0.93×
34Oregon~20K0.92×
35Minnesota~20K0.91×
36Alabama~20K0.91×
37Kentucky~20K0.91×
38Ohio~40K0.89×
39South Carolina~20K0.89×
40Iowa~10K0.88×
41North Dakota~3K0.88×
42Vermont~2K0.88×
43Mississippi~10K0.87×
44South Dakota~3K0.87×
45Maine~5K0.86×
46Wisconsin~20K0.85×
47Idaho~6K0.84×
48Montana~4K0.84×
49West Virginia~6K0.81×
50Utah~10K0.72×
Fig. 06

Affinity by region

Affinity by region — Chivas Regal, United States
0.72×1.00×1.61×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Chivas Regal audience
#·InterestCategoryAffinity×
01The ConjuringMovies & TV37.43×
02Buffalo Trace BourbonFood & Beverages25.03×
03GlenmorangieFood & Beverages18.40×
04Japanese whiskyFood & Beverages14.98×
05The Macallan distilleryFood & Beverages14.67×
06Rye whiskeyFood & Beverages13.59×
07Malt whiskyFood & Beverages9.86×
08Single malt whiskyFood & Beverages8.85×
09American whiskeyFood & Beverages8.82×
10Blended whiskeyFood & Beverages8.45×
11Irish whiskeyFood & Beverages7.20×
12Tennessee whiskeyFood & Beverages7.10×
13Scotch whiskyFood & Beverages6.32×
14Hospitality serviceTravel & Leisure5.33×
15RumFood & Beverages5.25×
16Bourbon whiskeyFood & Beverages4.74×
17WhiskyFood & Beverages3.84×
18AlcoholFood & Beverages3.07×
19Distilled beverageFood & Beverages2.25×
20Alcoholic beveragesFood & Beverages1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Chivas Regal 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 Chivas Regal audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.51×
Pet OwnershipJOY1.47×
Luxury OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Chivas Regal audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.00×
CreativityOPEN1.02×
Community OrientationOPEN1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Chivas Regal's target market in United States?

Chivas Regal's target market in United States covers an estimated 1,505,139 people, concentrated in California and Texas.

02

What is the gender split and age of Chivas Regal customers?

42.4% of the Chivas Regal audience are female, 57.6% are male, with an average age of 37.6 years.

03

Which brands do Chivas Regal fans like most?

Chivas Regal fans show strongest brand affinity for The Conjuring (37.43×), Buffalo Trace Bourbon (25.03×), and Rye whiskey (13.59×) over the country average.

04

Where do Chivas Regal fans live in United States?

Chivas Regal fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Chivas Regal fans also like?

Beyond Chivas Regal itself, the audience over-indexes on Buffalo Trace Bourbon (25.03×), Rye whiskey (13.59×), Single malt whisky (8.85×), and Scotch whisky (6.32×) 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 Chivas Regal audiences in other countries

How to read this data

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