Heineken Audience in United States

Heineken logo

Heineken has an estimated audience of 2,388,132 people in United States. 38.4% are female, 61.6% are male, average age 36.8. Top regions: California, Florida, Texas. Top brand affinities: Pale lager, Andy Daly, Instant messaging, Low-alcohol beer, Caribbean.

The average Heineken fan in United States is 36.8 years old, more male, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Pale lager, Andy Daly, Instant messaging, with strongest over-indexing on Pale lager (31.58× the country average). Demographically, the Heineken audience skews more male with an average age of 36.8, and over-indexes on personality traits such as Indulgence, LGBTQ+ Identity. 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: Beer

Demographics of Heineken fans

Demographic split for Heineken audience in United States
MetricValue
Female38.4%
Male61.6%
Average age36.8
Estimated audience size2,388,132

Audience persona

The typical Heineken fan in United States is more male, around 36.8 years old, with strong Indulgence tendencies and a notable affinity for Pale lager.

Top regions in United States

Top regions ranked by reach for Heineken in United States
RegionReachAffinity
California324,8161.24×
Florida236,0691.46×
Texas224,3361.09×
New York206,5741.55×
Illinois90,0301.13×
Pennsylvania89,1311.11×
Georgia85,5371.16×
New Jersey84,2521.39×
North Carolina74,5831.04×
Virginia66,5421.14×
Ohio65,2530.89×
Massachusetts63,9121.36×
Michigan54,6890.88×
Maryland48,4281.18×
Washington46,9570.98×
Arizona46,4840.95×
Tennessee42,3220.88×
Indiana36,7630.84×
South Carolina33,4440.93×
Colorado32,9760.88×
Minnesota31,4880.92×
Wisconsin30,6460.85×
Connecticut30,4531.27×
Missouri30,2630.79×
Louisiana30,2260.98×
Nevada28,5051.23×
Alabama27,5610.83×
Kentucky26,7560.89×
Hawaii25,5282.49×
Oregon24,6650.9×
Oklahoma21,4770.81×
Utah18,3890.86×
Iowa16,9700.86×
Kansas16,4000.87×
Arkansas15,0840.77×
Mississippi14,8980.76×
Washington, District of Columbia10,5301.47×
Nebraska10,0930.84×
New Hampshire9,1400.97×
Idaho8,9080.74×
New Mexico8,7100.73×
Rhode Island8,5381.12×
West Virginia7,9880.72×
Maine7,8140.91×
Delaware5,8850.89×
Alaska4,5420.89×
Montana4,4840.68×
South Dakota3,9600.72×
North Dakota3,6540.74×
Vermont3,4440.82×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Heineken audience
BrandAffinityCategory
Pale lager31.58×Food & Beverages
Andy Daly74.64×Movies & TV
Instant messaging3.81×Internet & Social Media
Low-alcohol beer31.89×Food & Beverages
Caribbean3.86×Travel & Leisure
Pacific Ocean3.81×Travel & Leisure
South America3.46×Travel & Leisure
United States1.74×Travel & Leisure
Mexico2.88×Travel & Leisure
Televisions1.87×Technology & Electronics
Video games1.9×Games
Movies1.51×Movies & TV
Miami3.35×Travel & Leisure
Melbourne4.32×Travel & Leisure
Puerto Rico4.02×Travel & Leisure
Wagon Wheels26.39×Food & Beverages
Computers1.67×Technology & Electronics
Outdoor recreation1.52×Sports
Latin America3.39×Travel & Leisure
Mobile phones1.7×Technology & Electronics

Psychographic profile

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

Top personality traits over-indexed by Heineken audience
TraitClusterScore
IndulgenceJOY1.86
LGBTQ+ IdentityOPEN1.61
ExtroversionTHRILL1.26
Convenience OrientationPREMIUM1.26
Urban LifestyleOPEN1.2
Social Media UsageJOY1.13

Worldwide distribution

Worldwide audience distribution share by country for Heineken
CountryShare
Brazil21.3%
United States10.9%
Italy9.8%

See Heineken audiences in other countries

More Beer audiences in United States

Frequently asked questions

How many fans does Heineken have in United States?

Heineken has an estimated audience of 2,388,132 people in United States, concentrated in California and Florida.

What is the gender split and age of Heineken fans?

38.4% of Heineken fans are female, 61.6% are male, with an average age of 36.8 years.

Which brands do Heineken fans like most?

Heineken fans show strongest brand affinity for Pale lager (31.58×), Andy Daly (74.64×), and Instant messaging (3.81×) over the country average.

Where do Heineken fans live in United States?

Heineken fans in United States are most concentrated in California (reach 324,816), Florida (reach 236,069), and Texas (reach 224,336). These three regions account for the largest share of the active audience.

What other brands do Heineken fans also like?

Beyond Heineken itself, the audience over-indexes on Andy Daly (74.64×), Instant messaging (3.81×), Low-alcohol beer (31.89×), and Caribbean (3.86×) 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 Heineken. 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.