Johnnie Walker Audience in United States

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Johnnie Walker has an estimated audience of 3,048,967 people in United States. 40.4% are female, 59.6% are male, average age 39.1. Top regions: California, Texas, New York. Top brand affinities: Chivas Regal, Blended whiskey, Scotch whisky, Laphroaig distillery, Glenfiddich.

The average Johnnie Walker fan in United States is 39.1 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Chivas Regal, Blended whiskey, Scotch whisky, with strongest over-indexing on Chivas Regal (28.86× the country average). Demographically, the Johnnie Walker audience skews more male with an average age of 39.1, and over-indexes on personality traits such as LGBTQ+ Identity, Indulgence. 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 Johnnie Walker fans

Demographic split for Johnnie Walker audience in United States
MetricValue
Female40.4%
Male59.6%
Average age39.1
Estimated audience size3,048,967

Audience persona

The typical Johnnie Walker fan in United States is more male, around 39.1 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Chivas Regal.

Top regions in United States

Top regions ranked by reach for Johnnie Walker in United States
RegionReachAffinity
California458,1681.37×
Texas348,2141.33×
New York292,1361.71×
Florida282,0201.37×
New Jersey129,5251.67×
Illinois120,2811.18×
Pennsylvania115,6071.13×
Georgia104,0061.11×
North Carolina89,8770.98×
Ohio89,5120.95×
Virginia84,5451.14×
Massachusetts80,1441.33×
Michigan74,2570.93×
Arizona71,1311.14×
Washington63,7591.04×
Maryland59,2501.13×
Tennessee54,4610.89×
Indiana54,3370.98×
Colorado44,1290.92×
Missouri41,7450.85×
Wisconsin40,9630.89×
Minnesota40,8080.93×
South Carolina40,2180.88×
Connecticut40,2051.31×
Kentucky37,0460.97×
Nevada36,3441.23×
Alabama35,8590.84×
Louisiana34,5640.88×
Oregon33,6470.96×
Oklahoma32,0380.95×
Iowa24,0910.96×
Kansas23,3310.97×
Utah21,4220.78×
Arkansas21,2480.85×
Mississippi17,4110.69×
Nebraska15,0950.99×
New Mexico13,3520.87×
Rhode Island12,3731.27×
Hawaii11,7230.89×
West Virginia11,6870.82×
New Hampshire11,2220.93×
Idaho11,1410.73×
Washington, District of Columbia11,1041.21×
Maine8,3560.77×
Delaware7,2190.86×
Montana6,0670.72×
Alaska5,1260.79×
North Dakota5,0820.81×
South Dakota4,8560.69×
Vermont3,7980.71×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Johnnie Walker audience
BrandAffinityCategory
Chivas Regal28.86×Food & Beverages
Blended whiskey13.36×Food & Beverages
Scotch whisky9.76×Food & Beverages
Laphroaig distillery33.48×Food & Beverages
Glenfiddich22.59×Food & Beverages
Total Wine & More7×Food & Beverages
Instant messaging3.04×Internet & Social Media
Online shopping1.75×Shopping
Moray30.8×Travel & Leisure
Tennessee whiskey7.75×Food & Beverages
United States1.58×Travel & Leisure
Beer2.05×Food & Beverages
AutoZone2.22×Cars & Mobility
Soccer1.85×Sports
Small batch whiskey7×Food & Beverages
Mexico2.43×Travel & Leisure
Courvoisier22.84×Food & Beverages
FIFA World Cup2.08×Sports
Irish whiskey5.64×Food & Beverages
Video games1.57×Games

Psychographic profile

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

Top personality traits over-indexed by Johnnie Walker audience
TraitClusterScore
LGBTQ+ IdentityOPEN2.27
IndulgenceJOY1.87
Community OrientationOPEN1.68
Luxury OrientationPREMIUM1.43
Family OrientationCONSERVATISM1.41
Design AffinityPREMIUM1.32

Worldwide distribution

Worldwide audience distribution share by country for Johnnie Walker
CountryShare
United States21.1%
Brazil8.0%
India7.5%

See Johnnie Walker audiences in other countries

More Spirits audiences in United States

Frequently asked questions

How many fans does Johnnie Walker have in United States?

Johnnie Walker has an estimated audience of 3,048,967 people in United States, concentrated in California and Texas.

What is the gender split and age of Johnnie Walker fans?

40.4% of Johnnie Walker fans are female, 59.6% are male, with an average age of 39.1 years.

Which brands do Johnnie Walker fans like most?

Johnnie Walker fans show strongest brand affinity for Chivas Regal (28.86×), Blended whiskey (13.36×), and Scotch whisky (9.76×) over the country average.

Where do Johnnie Walker fans live in United States?

Johnnie Walker fans in United States are most concentrated in California (reach 458,168), Texas (reach 348,214), and New York (reach 292,136). These three regions account for the largest share of the active audience.

What other brands do Johnnie Walker fans also like?

Beyond Johnnie Walker itself, the audience over-indexes on Blended whiskey (13.36×), Scotch whisky (9.76×), Laphroaig distillery (33.48×), and Glenfiddich (22.59×) 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 Johnnie Walker. 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.