Liquid Death Audience in United States

Liquid Death logo

Liquid Death has an estimated audience of 2,531,989 people in United States. 55.1% are female, 44.9% are male, average age 41.0. Top regions: California, Texas, New York. Top brand affinities: Liberace, Bank account, Natural rubber, Goop, Progressive rock.

The average Liquid Death fan in United States is 41.0 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Liberace, Bank account, Natural rubber, with strongest over-indexing on Liberace (13.52× the country average). Demographically, the Liquid Death audience skews more female with an average age of 41.0, and over-indexes on personality traits such as LGBTQ+ Identity, Luxury Orientation. 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: Beverage

Demographics of Liquid Death fans

Demographic split for Liquid Death audience in United States
MetricValue
Female55.1%
Male44.9%
Average age41.0
Estimated audience size2,531,989

Audience persona

The typical Liquid Death fan in United States is more female, around 41.0 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Liberace.

Top regions in United States

Top regions ranked by reach for Liquid Death in United States
RegionReachAffinity
California285,2561.02×
Texas213,1860.98×
New York141,1791×
Florida140,9340.82×
Illinois95,2661.13×
Pennsylvania87,3881.03×
Ohio84,6981.09×
North Carolina75,9631×
Georgia71,8890.92×
Michigan70,4911.06×
Virginia62,7151.02×
Tennessee60,0261.18×
Washington56,3851.11×
New Jersey56,1120.87×
Arizona53,9731.04×
Indiana51,2661.11×
Missouri46,8631.15×
Massachusetts46,5910.93×
Wisconsin43,1731.13×
Colorado42,7381.07×
Minnesota37,8591.04×
Maryland36,9860.85×
South Carolina35,8830.94×
Kentucky32,5471.03×
Utah31,1171.37×
Oregon30,8571.06×
Oklahoma28,4031.01×
Alabama28,1930.8×
Louisiana27,7460.85×
Connecticut24,7080.97×
Nevada24,3851×
Iowa24,2451.16×
Kansas22,4011.12×
Arkansas18,5630.89×
Mississippi16,2780.78×
Idaho14,8141.17×
Nebraska14,2381.12×
New Mexico12,3310.97×
West Virginia11,0500.94×
New Hampshire10,7151.07×
Maine9,0040.99×
Hawaii8,5330.78×
Montana7,9061.13×
Rhode Island6,6900.83×
South Dakota5,9641.02×
Washington, District of Columbia5,8940.77×
North Dakota5,7671.11×
Delaware5,6210.8×
Vermont4,6151.04×
Alaska4,2570.79×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Liquid Death audience
BrandAffinityCategory
Liberace13.52×Music & Radio
Bank account2.87×Business & Career
Natural rubber1.65×Cars & Mobility
Goop4.2×Internet & Social Media
Progressive rock1.53×Music & Radio
Israel1.51×Travel & Leisure
Elsword11.19×Games
Governor of Michigan5.05×Politics & Society
Vocal harmony2.89×Music & Radio
Grinch2.4×Movies & TV
Historic site2.46×Arts & Culture
Nebraska Cornhuskers football2.03×Sports
Wok3.64×Food & Beverages
Mathcore4.41×Music & Radio
Jesse Plemons1.89×Movies & TV
Mothercare1.77×Kids & Family
Kendra Scott1.52×Fashion & Accessoires
Home staging2.68×Home & Garden
headspace4.58×Health
Hibachi3.76×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Liquid Death audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.71
Luxury OrientationPREMIUM1.51
Early Adopter MentalityPOWER1.5
SustainabilityBALANCE1.41
Design AffinityPREMIUM1.37
ExtroversionTHRILL1.33

Worldwide distribution

Worldwide audience distribution share by country for Liquid Death
CountryShare
United States64.3%
United Kingdom7.0%
Canada4.0%

See Liquid Death audiences in other countries

More Beverage audiences in United States

Frequently asked questions

How many fans does Liquid Death have in United States?

Liquid Death has an estimated audience of 2,531,989 people in United States, concentrated in California and Texas.

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

55.1% of Liquid Death fans are female, 44.9% are male, with an average age of 41.0 years.

Which brands do Liquid Death fans like most?

Liquid Death fans show strongest brand affinity for Liberace (13.52×), Bank account (2.87×), and Natural rubber (1.65×) over the country average.

Where do Liquid Death fans live in United States?

Liquid Death fans in United States are most concentrated in California (reach 285,256), Texas (reach 213,186), and New York (reach 141,179). These three regions account for the largest share of the active audience.

What other brands do Liquid Death fans also like?

Beyond Liquid Death itself, the audience over-indexes on Bank account (2.87×), Natural rubber (1.65×), Goop (4.2×), and Progressive rock (1.53×) 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 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.