Rascasse Audience Intelligence

Malibu Rum Target Market in United States

A data profile of the people who buy, follow and care about Malibu Rum in United States — modelled from more than twelve digital signal sources. Malibu Rum has an estimated audience of 4,282,523 people in United States.

#1among Spirits in United States#776among Brand in United States#496in Food & Beverages

The average Malibu Rum fan in United States is 40.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include The Black Dahlia (film), Bacardi, Natural selection, with strongest over-indexing on The Black Dahlia (film) (63.32× the country average).

Demographically, the Malibu Rum audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as Extroversion, Indulgence.

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

The typical Malibu Rum fan in United States is balanced, around 40.2 years old, with strong Extroversion tendencies and a notable affinity for The Black Dahlia (film).

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

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 Malibu Rum profile in United States.

Audience size
4.3M
in United States
Gender
51.4%♀
48.6% male
Age
40.2
average years
Country rank
#7593
Brand in United States
Fig. 01

Search interest · 12-month trend

+14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Malibu Rum

51.4% are female, 48.6% are male, average age 40.2.

Fig. 02

Gender split

51.4%
Female
48.6%
Male
Demographic split for Malibu Rum audience in United States
MetricValue
Female51.4%
Male48.6%
Average age40.2
Estimated audience size4,282,523
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Malibu Rum audience in United States
Age bracketShare%
16-1916%
20-2921%
30-3920%
40-4921%
50+22%
Fig. 04

Worldwide distribution

39.9%

of the worldwide Malibu Rum audience comes from United States.

Worldwide audience distribution share by country for Malibu Rum
CountryShare
United States39.9%
Brazil7.6%
United Kingdom6.7%
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 Malibu Rum audience in United States is strongest.

Fig. 05

Top regions by affinity

Malibu Rum customers by region in United States
#RegionReachAffinity×
01California~500K4.10×
02Connecticut~20K1.41×
03Texas~100K1.22×
04Louisiana~20K1.16×
05Alabama~20K1.13×
06Nevada~10K1.13×
07Mississippi~10K1.13×
08Arizona~20K1.12×
09Arkansas~10K1.10×
10Oklahoma~10K1.08×
11Kansas~9K1.05×
12Nebraska~6K1.02×
13Georgia~30K1.01×
14Hawaii~5K1.01×
15Indiana~20K1.00×
16Washington~20K0.99×
17New Mexico~5K0.99×
18Illinois~40K0.98×
19Michigan~30K0.98×
20North Dakota~2K0.98×
21Kentucky~10K0.97×
22North Carolina~30K0.96×
23Tennessee~20K0.96×
24South Carolina~20K0.96×
25New Jersey~30K0.95×
26Missouri~20K0.95×
27Washington, District of Columbia~3K0.95×
28New York~60K0.94×
29Idaho~5K0.94×
30Florida~70K0.93×
31Colorado~20K0.93×
32Oregon~10K0.93×
33Massachusetts~20K0.92×
34Maryland~20K0.92×
35West Virginia~5K0.92×
36Minnesota~10K0.91×
37Iowa~8K0.91×
38Utah~9K0.90×
39Delaware~3K0.90×
40South Dakota~2K0.90×
41Wisconsin~10K0.89×
42Pennsylvania~30K0.88×
43Montana~3K0.88×
44Virginia~20K0.86×
45Ohio~30K0.80×
46Rhode Island~3K0.80×
47Alaska~2K0.79×
48New Hampshire~3K0.76×
49Vermont~1K0.75×
50Maine~3K0.72×
Fig. 06

Affinity by region

Affinity by region — Malibu Rum, United States
0.72×1.00×4.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malibu Rum audience
#·InterestCategoryAffinity×
01The Black Dahlia (film)Movies & TV63.32×
02Cacique (rum)Food & Beverages43.93×
03Kraken RumFood & Beverages30.34×
04BacardiFood & Beverages18.67×
05Sausage PartyMovies & TV14.62×
06SmirnoffFood & Beverages10.30×
07MoonshineFood & Beverages10.28×
08Lime (fruit)Food & Beverages6.92×
09StarchPolitics & Society5.71×
10EthanolHealth5.40×
11RumFood & Beverages4.70×
12Body modificationBeauty & Wellness4.35×
13Natural selectionPolitics & Society4.26×
14Food truckFood & Beverages4.01×
15Fantasy moviesMovies & TV3.86×
16VodkaFood & Beverages3.85×
17WitchcraftHealth3.83×
18Evolutionary psychologyHealth3.51×
19FlavorFood & Beverages2.66×
20SubwayFood & Beverages2.28×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malibu Rum 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 Malibu Rum audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.23×
IndulgenceJOY1.59×
SpiritualityBALANCE1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malibu Rum audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.92×
Design AffinityPREMIUM0.95×
Luxury OrientationPREMIUM1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Malibu Rum's target market in United States?

Malibu Rum's target market in United States covers an estimated 4,282,523 people, concentrated in California and Texas.

02

What is the gender split and age of Malibu Rum customers?

51.4% of the Malibu Rum audience are female, 48.6% are male, with an average age of 40.2 years.

03

Which brands do Malibu Rum fans like most?

Malibu Rum fans show strongest brand affinity for The Black Dahlia (film) (63.32×), Bacardi (18.67×), and Natural selection (4.26×) over the country average.

04

Where do Malibu Rum fans live in United States?

Malibu Rum fans in United States are most concentrated in California (reach ~500K), Texas (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Malibu Rum fans also like?

Beyond Malibu Rum itself, the audience over-indexes on Bacardi (18.67×), Natural selection (4.26×), Fantasy movies (3.86×), and Evolutionary psychology (3.51×) 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 Malibu Rum. 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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