Rascasse Audience Intelligence

Founders Brewing Company Target Market in United States

A data profile of the people who buy, follow and care about Founders Brewing Company in United States — modelled from more than twelve digital signal sources. Founders Brewing Company has an estimated audience of 620,529 people in United States.

#37among Beer in United States#3319among Brand in United States#1738in Food & Beverages

The average Founders Brewing Company fan in United States is 41.0 years old, more male, and lives primarily in Michigan.

The audience is concentrated in Michigan, Illinois, California.

Top brand affinities include Dos Equis, New Belgium Brewing Company, Paulaner Brewery, with strongest over-indexing on Dos Equis (50.54× the country average).

Demographically, the Founders Brewing Company audience skews more male with an average age of 41.0, and over-indexes on personality traits such as Convenience Orientation, Sustainability.

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

The typical Founders Brewing Company fan in United States is more male, around 41.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Dos Equis.

Category: Food & Beverages · Type: Brand · Subtype: Beer

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 Founders Brewing Company profile in United States.

Audience size
621K
in United States
Gender
41.4%♀
58.6% male
Age
41.0
average years
Country rank
#32162
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Founders Brewing Company

41.4% are female, 58.6% are male, average age 41.0.

Fig. 02

Gender split

41.4%
Female
58.6%
Male
Demographic split for Founders Brewing Company audience in United States
MetricValue
Female41.4%
Male58.6%
Average age41.0
Estimated audience size620,529
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Founders Brewing Company audience in United States
Age bracketShare%
16-1911%
20-2922%
30-3924%
40-4920%
50+22%
Fig. 04

Worldwide distribution

93.4%

of the worldwide Founders Brewing Company audience comes from United States.

Worldwide audience distribution share by country for Founders Brewing Company
CountryShare
United States93.4%
India6.1%
United Kingdom0.1%
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 Founders Brewing Company audience in United States is strongest.

Fig. 05

Top regions by affinity

Founders Brewing Company customers by region in United States
#RegionReachAffinity×
01Michigan~400K26.58×
02Indiana~20K1.57×
03Wisconsin~10K1.45×
04Illinois~20K1.14×
05Ohio~20K0.93×
06Vermont<1K0.92×
07South Carolina~8K0.89×
08Alaska~1K0.89×
09New Hampshire~2K0.88×
10North Dakota~1K0.85×
11South Dakota~1K0.84×
12Iowa~4K0.81×
13Maine~2K0.81×
14Rhode Island~2K0.81×
15Montana~1K0.81×
16Delaware~1K0.80×
17Mississippi~4K0.77×
18Nebraska~2K0.77×
19Hawaii~2K0.77×
20West Virginia~2K0.76×
21Idaho~2K0.74×
22Washington, District of Columbia~1K0.74×
23Pennsylvania~10K0.72×
24New Mexico~2K0.72×
25Minnesota~6K0.71×
26Kentucky~5K0.69×
27Arkansas~3K0.69×
28Kansas~3K0.67×
29New Jersey~10K0.63×
30Connecticut~4K0.63×
31Utah~3K0.63×
32Missouri~6K0.62×
33Colorado~6K0.62×
34Oklahoma~4K0.62×
35Louisiana~5K0.61×
36Nevada~4K0.60×
37North Carolina~10K0.58×
38Tennessee~7K0.58×
39Alabama~5K0.58×
40Oregon~4K0.57×
41Massachusetts~6K0.54×
42Maryland~6K0.54×
43Washington~7K0.53×
44Virginia~8K0.51×
45New York~20K0.50×
46Arizona~6K0.48×
47Georgia~8K0.44×
48Florida~20K0.42×
49Texas~20K0.31×
50California~20K0.26×
Fig. 06

Affinity by region

Affinity by region — Founders Brewing Company, United States
0.26×1.00×26.58×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Founders Brewing Company audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Founders Brewing Company audience
#·InterestCategoryAffinity×
01LeffeFood & Beverages87.39×
02Tuborg BreweryFood & Beverages87.14×
03Paulaner BreweryFood & Beverages80.64×
04Dos EquisFood & Beverages50.54×
05New Belgium Brewing CompanyFood & Beverages37.93×
06Stone Brewing Co.Food & Beverages33.06×
07Lagunitas Brewing CompanyFood & Beverages30.39×
08The Wizard of OzMovies & TV20.00×
09Sausage PartyMovies & TV16.09×
10Grey Goose (vodka)Food & Beverages13.93×
11Weber GrillsHome & Garden11.62×
12Total Wine & MoreFood & Beverages8.40×
13WinCo FoodsFood & Beverages7.84×
14Beer festivalFood & Beverages7.72×
15Sustainable energyHome & Garden5.29×
16Renewable energyBusiness & Career4.79×
17FedExBusiness & Career4.41×
18BrewingFood & Beverages3.76×
19Buffalo BillsSports3.38×
20Mortgage loansBusiness & Career2.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Founders Brewing Company 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 Founders Brewing Company audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.07×
SustainabilityBALANCE1.80×
IndulgenceJOY1.78×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Founders Brewing Company audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.71×
MindfulnessBALANCE0.76×
Healthy LifestyleBALANCE0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Founders Brewing Company's target market in United States?

Founders Brewing Company's target market in United States covers an estimated 620,529 people, concentrated in Michigan and Illinois.

02

What is the gender split and age of Founders Brewing Company customers?

41.4% of the Founders Brewing Company audience are female, 58.6% are male, with an average age of 41.0 years.

03

Which brands do Founders Brewing Company fans like most?

Founders Brewing Company fans show strongest brand affinity for Dos Equis (50.54×), New Belgium Brewing Company (37.93×), and Paulaner Brewery (80.64×) over the country average.

04

Where do Founders Brewing Company fans live in United States?

Founders Brewing Company fans in United States are most concentrated in Michigan (reach ~400K), Illinois (reach ~20K), and California (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Founders Brewing Company fans also like?

Beyond Founders Brewing Company itself, the audience over-indexes on New Belgium Brewing Company (37.93×), Paulaner Brewery (80.64×), Stone Brewing Co. (33.06×), and Lagunitas Brewing Company (30.39×) compared to the United States average.

Appendix

Explore more audiences

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

More Beer audiences in United States

See Founders Brewing Company audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Founders Brewing Company. 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 →