Rascasse Audience Intelligence

Heineken Target Market in United States

A data profile of the people who buy, follow and care about Heineken in United States — modelled from more than twelve digital signal sources. Heineken has an estimated audience of 2,385,202 people in United States.

#4among Beer in United States#1242among Brand in United States#753in Food & Beverages

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 Patriotism, Need for Security.

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

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

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 Heineken profile in United States.

Audience size
2.4M
in United States
Gender
38.4%♀
61.6% male
Age
36.8
average years
Country rank
#12369
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Heineken

38.4% are female, 61.6% are male, average age 36.8.

Fig. 02

Gender split

38.4%
Female
61.6%
Male
Demographic split for Heineken audience in United States
MetricValue
Female38.4%
Male61.6%
Average age36.8
Estimated audience size2,385,202
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Heineken audience in United States
Age bracketShare%
16-1919%
20-2927%
30-3923%
40-4918%
50+13%
Fig. 04

Worldwide distribution

10.4%

of the worldwide Heineken audience comes from United States.

Worldwide audience distribution share by country for Heineken
CountryShare
Brazil20.5%
United States10.4%
Italy9.4%
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 Heineken audience in United States is strongest.

Fig. 05

Top regions by affinity

Heineken customers by region in United States
#RegionReachAffinity×
01Hawaii~30K2.55×
02New York~200K1.50×
03Florida~200K1.39×
04New Jersey~80K1.38×
05Washington, District of Columbia~10K1.36×
06Massachusetts~60K1.34×
07Connecticut~30K1.27×
08Nevada~30K1.23×
09California~300K1.19×
10Maryland~50K1.18×
11Rhode Island~9K1.16×
12Georgia~80K1.11×
13Illinois~90K1.10×
14Virginia~60K1.10×
15Pennsylvania~90K1.07×
16Texas~200K1.04×
17Alaska~5K1.02×
18Louisiana~30K1.01×
19New Hampshire~9K1.00×
20North Carolina~70K0.98×
21Washington~50K0.96×
22Maine~8K0.96×
23Delaware~6K0.96×
24Arizona~40K0.92×
25South Carolina~30K0.91×
26Vermont~4K0.91×
27Minnesota~30K0.90×
28Kentucky~30K0.89×
29Oregon~20K0.89×
30Kansas~20K0.88×
31Ohio~60K0.87×
32Tennessee~40K0.87×
33Nebraska~10K0.87×
34Michigan~50K0.86×
35Iowa~20K0.86×
36Colorado~30K0.85×
37Wisconsin~30K0.84×
38Alabama~30K0.84×
39North Dakota~4K0.84×
40Indiana~40K0.83×
41Oklahoma~20K0.82×
42Utah~20K0.82×
43Mississippi~20K0.82×
44Arkansas~20K0.82×
45New Mexico~10K0.81×
46West Virginia~9K0.81×
47South Dakota~4K0.81×
48Missouri~30K0.79×
49Idaho~9K0.79×
50Montana~5K0.77×
Fig. 06

Affinity by region

Affinity by region — Heineken, United States
0.77×1.00×2.55×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Heineken audience
#·InterestCategoryAffinity×
01Andy DalyMovies & TV74.64×
02Cobi JonesSports66.00×
03Red StripeFood & Beverages35.38×
04Low-alcohol beerFood & Beverages31.89×
05Pale lagerFood & Beverages31.58×
06Wagon WheelsFood & Beverages26.39×
07MelbourneTravel & Leisure4.32×
08Puerto RicoTravel & Leisure4.02×
09CaribbeanTravel & Leisure3.86×
10Instant messagingInternet & Social Media3.81×
11Pacific OceanTravel & Leisure3.81×
12South AmericaTravel & Leisure3.46×
13MiamiTravel & Leisure3.35×
14MexicoTravel & Leisure2.88×
15FIFA World Cup 2026Sports2.06×
16Video gamesGames1.90×
17TelevisionsTechnology & Electronics1.87×
18United StatesTravel & Leisure1.74×
19ComputersTechnology & Electronics1.67×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Heineken 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 Heineken audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.45×
Need for SecurityCONSERVATISM1.36×
Career OrientationPOWER1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Heineken audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.61×
CreativityOPEN0.69×
SustainabilityBALANCE0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Heineken's target market in United States?

Heineken's target market in United States covers an estimated 2,385,202 people, concentrated in California and Florida.

02

What is the gender split and age of Heineken customers?

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

03

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.

04

Where do Heineken fans live in United States?

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

05

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 FIFA World Cup 2026 (2.06×) 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 Heineken audiences in other countries

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.

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