Havana Club Audience in United States

Havana Club logo

Havana Club has an estimated audience of 298,362 people in United States. 54.5% are female, 45.5% are male, average age 38.4. Top regions: Georgia, Massachusetts, Florida. Top brand affinities: Afro Samurai, Chartreuse (liqueur), Cuban rumba, Varadero, Celia Cruz.

The average Havana Club fan in United States is 38.4 years old, balanced, and lives primarily in Georgia. The audience is concentrated in Georgia, Massachusetts, Florida. Top brand affinities include Afro Samurai, Chartreuse (liqueur), Cuban rumba, with strongest over-indexing on Afro Samurai (812.53× the country average). Demographically, the Havana Club audience skews balanced with an average age of 38.4, and over-indexes on personality traits such as Indulgence, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Havana Club fans

Demographic split for Havana Club audience in United States
MetricValue
Female54.5%
Male45.5%
Average age38.4
Estimated audience size298,362

Audience persona

The typical Havana Club fan in United States is balanced, around 38.4 years old, with strong Indulgence tendencies and a notable affinity for Afro Samurai.

Top regions in United States

Top regions ranked by reach for Havana Club in United States
RegionReachAffinity
Georgia76,9438.37×
Massachusetts61,99710.55×
Florida45,5402.25×
Texas30,8201.2×
California21,1100.64×
New York14,1370.85×
New Jersey10,9291.44×
Illinois6,8960.69×
North Carolina5,8130.65×
Virginia5,2610.72×
Pennsylvania4,8320.48×
Tennessee4,2190.7×
South Carolina4,2100.94×
Kentucky4,1961.12×
Washington4,0820.68×
Maryland3,9470.77×
Michigan3,8730.5×
Ohio3,4660.38×
Arizona3,3410.55×
Nevada3,1031.08×
Indiana3,0260.56×
Colorado2,8760.61×
Missouri2,3720.49×
Alabama2,1170.51×
Louisiana2,0890.54×
Connecticut2,0310.68×
Wisconsin1,9720.44×
Minnesota1,8920.44×
Oregon1,7700.52×
New Hampshire1,5981.36×
Nebraska1,3390.89×
Oklahoma1,2930.39×
Iowa1,1340.46×
Kansas1,0950.47×
Rhode Island1,0121.07×
Washington, District of Columbia9981.11×
New Mexico8650.58×
Utah8630.32×
Arkansas7880.32×
Mississippi7570.31×
West Virginia5820.42×
Maine5310.5×
Hawaii4180.33×
Idaho4180.28×
Delaware3380.41×
Montana2620.32×
South Dakota2590.38×
Alaska2580.4×
Vermont2530.48×
North Dakota2340.38×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Havana Club audience
BrandAffinityCategory
Afro Samurai812.53×Literature
Chartreuse (liqueur)55.36×Food & Beverages
Cuban rumba39.73×Music & Radio
Varadero56.65×Travel & Leisure
Celia Cruz34.36×Music & Radio
Music of Cuba37.31×Music & Radio
Santiago de Cuba18.24×Travel & Leisure
Old Havana43.23×Travel & Leisure
El Dorado Rum138.89×Food & Beverages
Buena Vista Social Club31.5×Music & Radio
BevMo!15.62×Shopping
Cuba8.08×Travel & Leisure
Cognac13.05×Food & Beverages
Cuban cuisine18.48×Food & Beverages
América Televisión26.89×Movies & TV
Christina Aguilera11.78×Music & Radio
Yahoo!ショッピング3.36×
Bacardi16.43×Food & Beverages
Pitbull (rapper)14.06×Music & Radio
St. Germain (liqueur)26.3×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Havana Club audience
TraitClusterScore
IndulgenceJOY2.86
Community OrientationOPEN1.68
PatriotismCONSERVATISM1.44
Design AffinityPREMIUM1.43
Luxury OrientationPREMIUM1.41
ExtroversionTHRILL1.31

Worldwide distribution

Worldwide audience distribution share by country for Havana Club
CountryShare
Germany19.3%
United States12.5%
United Kingdom8.5%

See Havana Club audiences in other countries

More Spirits audiences in United States

Frequently asked questions

How many fans does Havana Club have in United States?

Havana Club has an estimated audience of 298,362 people in United States, concentrated in Georgia and Massachusetts.

What is the gender split and age of Havana Club fans?

54.5% of Havana Club fans are female, 45.5% are male, with an average age of 38.4 years.

Which brands do Havana Club fans like most?

Havana Club fans show strongest brand affinity for Afro Samurai (812.53×), Chartreuse (liqueur) (55.36×), and Cuban rumba (39.73×) over the country average.

Where do Havana Club fans live in United States?

Havana Club fans in United States are most concentrated in Georgia (reach 76,943), Massachusetts (reach 61,997), and Florida (reach 45,540). These three regions account for the largest share of the active audience.

What other brands do Havana Club fans also like?

Beyond Havana Club itself, the audience over-indexes on Chartreuse (liqueur) (55.36×), Cuban rumba (39.73×), Varadero (56.65×), and Celia Cruz (34.36×) 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 Havana Club. 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.