Hard seltzer Audience in United States

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Hard seltzer has an estimated audience of 308,150 people in United States. 52.0% are female, 48.0% are male, average age 40.8. Top regions: California, Texas, Florida. Top brand affinities: Historic site, Goop, Vocal harmony, Regional styles of Mexican music, Governor of Michigan.

The average Hard seltzer fan in United States is 40.8 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Historic site, Goop, Vocal harmony, with strongest over-indexing on Historic site (4.49× the country average). Demographically, the Hard seltzer audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Indulgence, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

Demographics of Hard seltzer fans

Demographic split for Hard seltzer audience in United States
MetricValue
Female52.0%
Male48.0%
Average age40.8
Estimated audience size308,150

Audience persona

The typical Hard seltzer fan in United States is balanced, around 40.8 years old, with strong Indulgence tendencies and a notable affinity for Historic site.

Top regions in United States

Top regions ranked by reach for Hard seltzer in United States
RegionReachAffinity
California39,7941.17×
Texas33,7421.27×
Florida20,8421×
New York20,0491.16×
Illinois12,1721.19×
Pennsylvania11,1661.08×
North Carolina10,4751.13×
Georgia8,9750.95×
New Jersey8,6161.1×
Ohio8,0960.85×
Massachusetts7,2751.2×
Michigan7,0720.88×
Virginia6,9900.93×
Tennessee6,5591.06×
Arizona5,9340.94×
Washington5,6650.92×
Indiana5,4820.97×
South Carolina5,3001.14×
Maryland5,0630.96×
Minnesota4,6061.04×
Alabama4,4921.04×
Colorado4,4620.92×
Wisconsin4,3920.95×
Missouri4,0190.81×
Louisiana3,8620.97×
Connecticut3,8231.24×
Oregon3,6861.04×
Kentucky3,5040.91×
Oklahoma3,4481.01×
Nevada3,0941.04×
Kansas2,6411.09×
Arkansas2,4350.96×
Utah2,3110.84×
Iowa2,2460.88×
Mississippi2,2230.88×
Hawaii1,6591.25×
Nebraska1,4120.91×
Idaho1,3720.89×
New Mexico1,2970.84×
West Virginia1,2830.89×
New Hampshire1,2801.05×
Washington, District of Columbia1,1581.25×
Rhode Island1,0931.11×
Maine1,0520.95×
Montana8861.04×
Delaware7420.87×
North Dakota6401.01×
South Dakota6380.9×
Alaska5840.89×
Vermont4800.89×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Hard seltzer audience
BrandAffinityCategory
Historic site4.49×Arts & Culture
Goop5.3×Internet & Social Media
Vocal harmony4.27×Music & Radio
Regional styles of Mexican music2.63×Music & Radio
Governor of Michigan6.7×Politics & Society
Israel1.81×Travel & Leisure
Elsword12.78×Games
Grinch3.13×Movies & TV
Who Wants to Be a Millionaire?6.59×Movies & TV
Fairy godmother5×Literature
Mathcore5.34×Music & Radio
Wok4.2×Food & Beverages
Hipster5.98×Politics & Society
Hibachi4.43×Food & Beverages
Google Home3.59×Technology & Electronics
Staycation1.79×Home & Garden
Cherish (group)5.76×Music & Radio
JDSU1.59×Business & Career
Kendra Scott1.52×Fashion & Accessoires
Birthday Gifts1.62×Kids & Family

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Hard seltzer audience
TraitClusterScore
IndulgenceJOY1.31
ExtroversionTHRILL1.13
Healthy LifestyleBALANCE1.12
Design AffinityPREMIUM1.11
SustainabilityBALANCE1.07
LGBTQ+ IdentityOPEN1.07

Worldwide distribution

Worldwide audience distribution share by country for Hard seltzer
CountryShare
United States33.0%
United Kingdom9.2%
Finland8.2%

See Hard seltzer audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

How many fans does Hard seltzer have in United States?

Hard seltzer has an estimated audience of 308,150 people in United States, concentrated in California and Texas.

What is the gender split and age of Hard seltzer fans?

52.0% of Hard seltzer fans are female, 48.0% are male, with an average age of 40.8 years.

Which brands do Hard seltzer fans like most?

Hard seltzer fans show strongest brand affinity for Historic site (4.49×), Goop (5.3×), and Vocal harmony (4.27×) over the country average.

Where do Hard seltzer fans live in United States?

Hard seltzer fans in United States are most concentrated in California (reach 39,794), Texas (reach 33,742), and Florida (reach 20,842). These three regions account for the largest share of the active audience.

What other brands do Hard seltzer fans also like?

Beyond Hard seltzer itself, the audience over-indexes on Goop (5.3×), Vocal harmony (4.27×), Regional styles of Mexican music (2.63×), and Governor of Michigan (6.7×) compared to the United States average.

How to read this data

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