Rascasse Audience Intelligence

Liquid Death Target Market in United States

A data profile of the people who buy, follow and care about Liquid Death in United States — modelled from more than twelve digital signal sources. Liquid Death has an estimated audience of 2,236,918 people in United States.

#35among Beverage in United States#1313among Brand in United States#787in Food & Beverages

The average Liquid Death fan in United States is 36.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Mineral water, TikTok, Google Drive, with strongest over-indexing on Mineral water (16.81× the country average).

Demographically, the Liquid Death audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Community Orientation, Indulgence.

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

The typical Liquid Death fan in United States is more female, around 36.2 years old, with strong Community Orientation tendencies and a notable affinity for Mineral water.

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

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 Liquid Death profile in United States.

Audience size
2.2M
in United States
Gender
59.1%♀
40.9% male
Age
36.2
average years
Country rank
#13019
Brand in United States
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Liquid Death

59.1% are female, 40.9% are male, average age 36.2.

Fig. 02

Gender split

59.1%
Female
40.9%
Male
Demographic split for Liquid Death audience in United States
MetricValue
Female59.1%
Male40.9%
Average age36.2
Estimated audience size2,236,918
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Liquid Death audience in United States
Age bracketShare%
16-1929%
20-2920%
30-3917%
40-4918%
50+16%
Fig. 04

Worldwide distribution

62.2%

of the worldwide Liquid Death audience comes from United States.

Worldwide audience distribution share by country for Liquid Death
CountryShare
United States62.2%
United Kingdom6.0%
Canada4.2%
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 Liquid Death audience in United States is strongest.

Fig. 05

Top regions by affinity

Liquid Death customers by region in United States
#RegionReachAffinity×
01Utah~30K1.40×
02Wisconsin~40K1.22×
03Iowa~20K1.20×
04Idaho~10K1.18×
05Montana~8K1.17×
06North Dakota~6K1.17×
07Nebraska~10K1.13×
08Tennessee~50K1.12×
09New Hampshire~10K1.12×
10Missouri~40K1.11×
11Indiana~50K1.10×
12Kansas~20K1.10×
13Vermont~4K1.09×
14Washington~50K1.08×
15South Dakota~6K1.07×
16Illinois~80K1.05×
17Ohio~70K1.05×
18Michigan~60K1.05×
19Oregon~30K1.05×
20Arizona~50K1.04×
21Minnesota~30K1.04×
22Maine~9K1.04×
23Colorado~40K1.03×
24Pennsylvania~80K1.02×
25West Virginia~10K1.02×
26Kentucky~30K1.01×
27Oklahoma~30K1.00×
28Nevada~20K0.99×
29Texas~200K0.98×
30North Carolina~70K0.98×
31Virginia~60K0.98×
32Connecticut~20K0.97×
33New Mexico~10K0.97×
34California~200K0.96×
35New York~100K0.95×
36South Carolina~30K0.93×
37Arkansas~20K0.93×
38Alaska~4K0.89×
39Georgia~60K0.88×
40Massachusetts~40K0.88×
41Maryland~30K0.85×
42Louisiana~30K0.85×
43Rhode Island~6K0.85×
44New Jersey~50K0.83×
45Delaware~5K0.83×
46Alabama~30K0.82×
47Florida~100K0.81×
48Hawaii~8K0.80×
49Mississippi~20K0.79×
50Washington, District of Columbia~5K0.78×
Fig. 06

Affinity by region

Affinity by region — Liquid Death, United States
0.78×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Liquid Death audience
#·InterestCategoryAffinity×
01Mineral waterFood & Beverages16.81×
02PerrierFood & Beverages8.59×
03International educationBusiness & Career6.99×
04KeshaMusic & Radio4.82×
05Influencer marketingInternet & Social Media4.45×
06Scarface (1983 film)Movies & TV3.87×
07TikTokInternet & Social Media2.71×
08PandoraFashion & Accessoires2.71×
09Affiliate marketingBusiness & Career2.24×
10Diane KeatonMovies & TV2.13×
11Web serverTechnology & Electronics2.13×
12Non-alcoholic beverageFood & Beverages2.04×
13InnovationBusiness & Career1.87×
14Google DriveTechnology & Electronics1.79×
15Diaper bagKids & Family1.72×
16BrewingFood & Beverages1.65×
17NASDAQBusiness & Career1.65×
18Planet FitnessSports1.55×
19Digital photographyBusiness & Career1.54×
20RadioTechnology & Electronics1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Liquid Death 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 Liquid Death audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.49×
IndulgenceJOY1.43×
Career OrientationPOWER1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Liquid Death audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.92×
CreativityOPEN0.94×
Need for SecurityCONSERVATISM1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Liquid Death's target market in United States?

Liquid Death's target market in United States covers an estimated 2,236,918 people, concentrated in California and Texas.

02

What is the gender split and age of Liquid Death customers?

59.1% of the Liquid Death audience are female, 40.9% are male, with an average age of 36.2 years.

03

Which brands do Liquid Death fans like most?

Liquid Death fans show strongest brand affinity for Mineral water (16.81×), TikTok (2.71×), and Google Drive (1.79×) over the country average.

04

Where do Liquid Death fans live in United States?

Liquid Death fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Liquid Death fans also like?

Beyond Liquid Death itself, the audience over-indexes on TikTok (2.71×), Google Drive (1.79×), International education (6.99×), and Planet Fitness (1.55×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Liquid Death. 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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