Rascasse Audience Intelligence

Guinness Target Market in United States

A data profile of the people who buy, follow and care about Guinness in United States — modelled from more than twelve digital signal sources. Guinness has an estimated audience of 2,538,905 people in United States.

#3among Beer in United States#1186among Brand in United States#726in Food & Beverages

The average Guinness fan in United States is 37.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Michelle Pfeiffer, Harp Lager, Guinness World Records, with strongest over-indexing on Michelle Pfeiffer (25.02× the country average).

Demographically, the Guinness audience skews balanced with an average age of 37.4, and over-indexes on personality traits such as Patriotism, Career Orientation.

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

The typical Guinness fan in United States is balanced, around 37.4 years old, with strong Patriotism tendencies and a notable affinity for Michelle Pfeiffer.

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 Guinness profile in United States.

Audience size
2.5M
in United States
Gender
45.2%♀
54.8% male
Age
37.4
average years
Country rank
#11785
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Guinness

45.2% are female, 54.8% are male, average age 37.4.

Fig. 02

Gender split

45.2%
Female
54.8%
Male
Demographic split for Guinness audience in United States
MetricValue
Female45.2%
Male54.8%
Average age37.4
Estimated audience size2,538,905
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Guinness audience in United States
Age bracketShare%
16-1920%
20-2925%
30-3921%
40-4918%
50+16%
Fig. 04

Worldwide distribution

17.3%

of the worldwide Guinness audience comes from United States.

Worldwide audience distribution share by country for Guinness
CountryShare
United States17.3%
United Kingdom13.2%
Italy6.1%
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 Guinness audience in United States is strongest.

Fig. 05

Top regions by affinity

Guinness customers by region in United States
#RegionReachAffinity×
01Massachusetts~80K1.59×
02New York~200K1.46×
03Washington, District of Columbia~10K1.45×
04Illinois~100K1.27×
05Maryland~50K1.25×
06Connecticut~30K1.25×
07New Jersey~80K1.22×
08Rhode Island~10K1.22×
09Pennsylvania~100K1.21×
10New Hampshire~10K1.21×
11Vermont~5K1.15×
12Maine~10K1.12×
13Colorado~40K1.06×
14California~300K1.02×
15Florida~200K1.02×
16Ohio~80K1.02×
17Virginia~60K1.01×
18Washington~50K1.01×
19Minnesota~40K1.00×
20Delaware~7K1.00×
21Indiana~50K0.99×
22Montana~7K0.99×
23Oregon~30K0.98×
24North Carolina~70K0.96×
25Wisconsin~40K0.96×
26Iowa~20K0.96×
27Kansas~20K0.96×
28North Dakota~5K0.94×
29Tennessee~50K0.93×
30Kentucky~30K0.93×
31Nebraska~10K0.93×
32Missouri~40K0.92×
33Texas~200K0.90×
34Georgia~70K0.90×
35Michigan~60K0.90×
36South Carolina~30K0.90×
37South Dakota~5K0.90×
38Alaska~5K0.90×
39Arizona~50K0.89×
40Idaho~10K0.89×
41Hawaii~10K0.89×
42Nevada~20K0.88×
43West Virginia~10K0.87×
44Oklahoma~20K0.85×
45Utah~20K0.84×
46Arkansas~20K0.82×
47New Mexico~10K0.79×
48Louisiana~20K0.77×
49Alabama~30K0.75×
50Mississippi~10K0.69×
Fig. 06

Affinity by region

Affinity by region — Guinness, United States
0.69×1.00×1.59×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Guinness audience
#·InterestCategoryAffinity×
01Harp LagerFood & Beverages58.14×
02The Rite (2011 film)Movies & TV32.79×
03Michelle PfeifferMovies & TV25.02×
04Brooklyn BreweryFood & Beverages19.02×
05Guinness World RecordsKids & Family17.22×
06Blade RunnerMovies & TV16.92×
07Rob ReinerMovies & TV3.29×
08Android (operating system)Technology & Electronics2.66×
09AdventureTravel & Leisure2.42×
10TelevisionsTechnology & Electronics2.20×
11NatureHome & Garden2.04×
12EducationBusiness & Career2.02×
13CuisineFood & Beverages2.01×
14Video gamesGames1.90×
15Rock musicMusic & Radio1.87×
16Mobile phonesTechnology & Electronics1.84×
17United StatesTravel & Leisure1.78×
18FIFA World Cup 2026Sports1.72×
19Online shoppingShopping1.66×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Guinness 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 Guinness audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.62×
Career OrientationPOWER1.67×
Need for SecurityCONSERVATISM1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Guinness audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.93×
Design AffinityPREMIUM0.97×
ExtroversionTHRILL1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Guinness's target market in United States?

Guinness's target market in United States covers an estimated 2,538,905 people, concentrated in California and New York.

02

What is the gender split and age of Guinness customers?

45.2% of the Guinness audience are female, 54.8% are male, with an average age of 37.4 years.

03

Which brands do Guinness fans like most?

Guinness fans show strongest brand affinity for Michelle Pfeiffer (25.02×), Harp Lager (58.14×), and Guinness World Records (17.22×) over the country average.

04

Where do Guinness fans live in United States?

Guinness fans in United States are most concentrated in California (reach ~300K), New York (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Guinness fans also like?

Beyond Guinness itself, the audience over-indexes on Harp Lager (58.14×), Guinness World Records (17.22×), Brooklyn Brewery (19.02×), and Blade Runner (16.92×) 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 Guinness audiences in other countries

How to read this data

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