Rascasse Audience Intelligence

Havana Club Target Market in United States

A data profile of the people who buy, follow and care about Havana Club in United States — modelled from more than twelve digital signal sources. Havana Club has an estimated audience of 303,288 people in United States.

#58among Spirits in United States#4980among Brand in United States#2482in Food & Beverages

The average Havana Club fan in United States is 38.4 years old, balanced, and lives primarily in Massachusetts.

The audience is concentrated in Massachusetts, Georgia, 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 Extroversion, Tradition.

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

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

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

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 Havana Club profile in United States.

Audience size
303K
in United States
Gender
54.5%♀
45.5% male
Age
38.4
average years
Country rank
#48102
Brand in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Havana Club

54.5% are female, 45.5% are male, average age 38.4.

Fig. 02

Gender split

54.5%
Female
45.5%
Male
Demographic split for Havana Club audience in United States
MetricValue
Female54.5%
Male45.5%
Average age38.4
Estimated audience size303,288
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Havana Club audience in United States
Age bracketShare%
16-1915%
20-2927%
30-3921%
40-4922%
50+14%
Fig. 04

Worldwide distribution

12.7%

of the worldwide Havana Club audience comes from United States.

Worldwide audience distribution share by country for Havana Club
CountryShare
Germany18.9%
United States12.7%
United Kingdom8.4%
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 Havana Club audience in United States is strongest.

Fig. 05

Top regions by affinity

Havana Club customers by region in United States
#RegionReachAffinity×
01Massachusetts~100K19.06×
02Georgia~60K6.52×
03Florida~40K1.90×
04New Jersey~10K1.80×
05New Hampshire~2K1.34×
06Rhode Island<1K1.02×
07Kentucky~4K1.00×
08Texas~20K0.97×
09Washington, District of Columbia<1K0.97×
10Nevada~3K0.96×
11South Carolina~4K0.92×
12Alaska<1K0.88×
13Vermont<1K0.88×
14South Dakota<1K0.87×
15North Dakota<1K0.87×
16Nebraska~1K0.86×
17Montana<1K0.85×
18Delaware<1K0.82×
19Idaho~1K0.80×
20Maine<1K0.80×
21West Virginia~1K0.79×
22Hawaii~1K0.79×
23New York~10K0.77×
24New Mexico~1K0.77×
25Tennessee~4K0.74×
26Maryland~4K0.73×
27Connecticut~2K0.73×
28Mississippi~2K0.73×
29Arkansas~2K0.72×
30Kansas~2K0.70×
31Iowa~2K0.69×
32Louisiana~3K0.67×
33Virginia~5K0.66×
34Oklahoma~2K0.66×
35Utah~2K0.65×
36Washington~4K0.64×
37Alabama~3K0.64×
38Oregon~2K0.64×
39Illinois~6K0.62×
40Colorado~3K0.62×
41North Carolina~5K0.60×
42Arizona~4K0.60×
43Indiana~3K0.60×
44Missouri~3K0.60×
45Wisconsin~3K0.59×
46Minnesota~2K0.58×
47California~20K0.56×
48Michigan~4K0.54×
49Pennsylvania~5K0.50×
50Ohio~4K0.47×
Fig. 06

Affinity by region

Affinity by region — Havana Club, United States
0.47×1.00×19.06×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Havana Club audience
#·InterestCategoryAffinity×
01Afro SamuraiLiterature812.53×
02El Dorado RumFood & Beverages138.89×
03VaraderoTravel & Leisure56.65×
04Chartreuse (liqueur)Food & Beverages55.36×
05Old HavanaTravel & Leisure43.23×
06Cuban rumbaMusic & Radio39.73×
07Music of CubaMusic & Radio37.31×
08Celia CruzMusic & Radio34.36×
09Buena Vista Social ClubMusic & Radio31.50×
10Cuban cuisineFood & Beverages18.48×
11Santiago de CubaTravel & Leisure18.24×
12BacardiFood & Beverages16.43×
13BevMo!Shopping15.62×
14Pitbull (rapper)Music & Radio14.06×
15CognacFood & Beverages13.05×
16Christina AguileraMusic & Radio11.78×
17Malibu RumFood & Beverages10.36×
18CubaTravel & Leisure8.08×
19FIFA World CupSports2.36×
20FIFA World Cup 2026Sports1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Havana Club 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 Havana Club audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.17×
TraditionCONSERVATISM1.38×
IndulgenceJOY1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Havana Club audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.88×
Risk AppetiteTHRILL0.98×
Quality AwarenessPREMIUM0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Havana Club's target market in United States?

Havana Club's target market in United States covers an estimated 303,288 people, concentrated in Massachusetts and Georgia.

02

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

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

03

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.

04

Where do Havana Club fans live in United States?

Havana Club fans in United States are most concentrated in Massachusetts (reach ~100K), Georgia (reach ~60K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

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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.

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