Rascasse Audience Intelligence

Dewar's Target Market in United States

A data profile of the people who buy, follow and care about Dewar's in United States — modelled from more than twelve digital signal sources. Dewar's has an estimated audience of 332,387 people in United States.

#4742among Brand in United States#2382in Food & Beverages

The average Dewar's fan in United States is 39.9 years old, more male, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Single malt whisky, Malt whisky, Glenfiddich, with strongest over-indexing on Single malt whisky (26.47× the country average).

Demographically, the Dewar's audience skews more male with an average age of 39.9, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

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

The typical Dewar's fan in United States is more male, around 39.9 years old, with strong Quality Awareness tendencies and a notable affinity for Single malt whisky.

Category: Food & Beverages · Type: Brand

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 Dewar's profile in United States.

Audience size
332K
in United States
Gender
43.9%♀
56.1% male
Age
39.9
average years
Country rank
#45853
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 Dewar's

43.9% are female, 56.1% are male, average age 39.9.

Fig. 02

Gender split

43.9%
Female
56.1%
Male
Demographic split for Dewar's audience in United States
MetricValue
Female43.9%
Male56.1%
Average age39.9
Estimated audience size332,387
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Dewar's audience in United States
Age bracketShare%
16-1914%
20-2923%
30-3923%
40-4921%
50+19%
Fig. 04

Worldwide distribution

24.3%

of the worldwide Dewar's audience comes from United States.

Worldwide audience distribution share by country for Dewar's
CountryShare
United States24.3%
India18.6%
Spain12.0%
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 Dewar's audience in United States is strongest.

Fig. 05

Top regions by affinity

Dewar's customers by region in United States
#RegionReachAffinity×
01California~100K2.98×
02Oklahoma~9K2.46×
03Iowa~6K2.28×
04Massachusetts~10K1.55×
05Connecticut~4K1.17×
06New York~20K1.15×
07Rhode Island~1K1.14×
08New Jersey~10K1.12×
09Pennsylvania~10K1.09×
10New Hampshire~1K1.09×
11Washington, District of Columbia~1K1.04×
12Maine~1K1.02×
13Florida~20K1.01×
14Delaware<1K0.97×
15Montana<1K0.97×
16Vermont<1K0.97×
17Colorado~5K0.96×
18Alaska<1K0.96×
19Ohio~10K0.95×
20Maryland~5K0.95×
21Hawaii~1K0.95×
22Illinois~10K0.94×
23Wisconsin~5K0.94×
24Oregon~4K0.94×
25Nebraska~2K0.93×
26Georgia~9K0.92×
27Washington~6K0.92×
28South Dakota<1K0.92×
29North Dakota<1K0.92×
30North Carolina~9K0.91×
31Virginia~7K0.91×
32West Virginia~1K0.91×
33Kansas~2K0.90×
34Idaho~2K0.90×
35Michigan~8K0.89×
36Minnesota~4K0.89×
37Nevada~3K0.89×
38New Mexico~1K0.89×
39South Carolina~4K0.88×
40Missouri~5K0.87×
41Tennessee~6K0.86×
42Indiana~5K0.86×
43Alabama~4K0.84×
44Louisiana~4K0.84×
45Arkansas~2K0.83×
46Mississippi~2K0.83×
47Arizona~6K0.82×
48Utah~2K0.79×
49Kentucky~3K0.78×
50Texas~20K0.76×
Fig. 06

Affinity by region

Affinity by region — Dewar's, United States
0.76×1.00×2.98×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Dewar's audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dewar's audience
#·InterestCategoryAffinity×
01LeffeFood & Beverages70.80×
02Grand MarnierTravel & Leisure60.02×
03AbsintheFood & Beverages59.45×
04Paulaner BreweryFood & Beverages51.81×
05GlenfiddichFood & Beverages47.06×
06James MayMovies & TV45.83×
07Blended malt whiskyFood & Beverages36.56×
08Jim BeamFood & Beverages30.59×
09Malt whiskyFood & Beverages28.88×
10Single malt scotchFood & Beverages27.62×
11Single malt whiskyFood & Beverages26.47×
12Johnnie WalkerFood & Beverages25.41×
13Blanton'sFood & Beverages25.08×
14BacardiFood & Beverages18.35×
15Malibu RumFood & Beverages15.13×
16Art dealerArts & Culture14.85×
17Scotch whiskyFood & Beverages7.94×
18WhiskyFood & Beverages4.71×
19American AirlinesTravel & Leisure2.51×
20Alcoholic beveragesFood & Beverages1.95×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dewar's 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 Dewar's audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.34×
Luxury OrientationPREMIUM2.12×
IndulgenceJOY1.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dewar's audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.66×
Pet OwnershipJOY0.67×
TraditionCONSERVATISM0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dewar's's target market in United States?

Dewar's's target market in United States covers an estimated 332,387 people, concentrated in California and Florida.

02

What is the gender split and age of Dewar's customers?

43.9% of the Dewar's audience are female, 56.1% are male, with an average age of 39.9 years.

03

Which brands do Dewar's fans like most?

Dewar's fans show strongest brand affinity for Single malt whisky (26.47×), Malt whisky (28.88×), and Glenfiddich (47.06×) over the country average.

04

Where do Dewar's fans live in United States?

Dewar's fans in United States are most concentrated in California (reach ~100K), Florida (reach ~20K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Dewar's fans also like?

Beyond Dewar's itself, the audience over-indexes on Malt whisky (28.88×), Glenfiddich (47.06×), Grand Marnier (60.02×), and Jim Beam (30.59×) compared to the United States average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Dewar's audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Dewar's. 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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