Malibu Rum Audience in United States

Malibu Rum logo

Malibu Rum has an estimated audience of 1,081,282 people in United States. 51.4% are female, 48.6% are male, average age 40.2. Top regions: California, Texas, Florida. Top brand affinities: The Black Dahlia (film), Bacardi, Natural selection, Captain Morgan, Fantasy movies.

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 Indulgence, LGBTQ+ Identity. 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 Malibu Rum fans

Demographic split for Malibu Rum audience in United States
MetricValue
Female51.4%
Male48.6%
Average age40.2
Estimated audience size1,081,282

Audience persona

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

Top regions in United States

Top regions ranked by reach for Malibu Rum in United States
RegionReachAffinity
California364,4243.06×
Texas118,9911.28×
Florida72,4430.99×
New York60,3711×
Illinois36,7631.02×
Georgia35,5431.07×
North Carolina33,7801.04×
Pennsylvania33,6190.92×
Michigan28,4191.01×
New Jersey27,6991.01×
Ohio27,5110.83×
Arizona25,6851.16×
Virginia23,9330.91×
Washington22,5241.04×
Tennessee21,7121×
Massachusetts20,5130.96×
Indiana20,1031.02×
Alabama17,1351.13×
Maryland17,1340.92×
Missouri17,1120.98×
Colorado16,5160.97×
South Carolina16,2731×
Louisiana16,0691.15×
Wisconsin14,9370.92×
Minnesota14,6460.95×
Oklahoma13,7441.14×
Kentucky13,2780.98×
Nevada11,9471.14×
Oregon11,9120.96×
Connecticut11,8671.09×
Arkansas9,9811.12×
Mississippi9,8051.1×
Kansas9,2541.09×
Utah8,8930.92×
Iowa8,2660.93×
Nebraska5,6311.04×
New Mexico5,3961×
Idaho5,1090.94×
Hawaii4,7451.02×
West Virginia4,4990.89×
New Hampshire3,2670.77×
Washington, District of Columbia3,1370.97×
Maine2,7950.72×
Rhode Island2,7210.79×
Delaware2,5920.87×
Montana2,5800.86×
South Dakota2,2550.9×
North Dakota2,1020.95×
Alaska1,6280.7×
Vermont1,3350.7×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Malibu Rum audience
BrandAffinityCategory
The Black Dahlia (film)63.32×Movies & TV
Bacardi18.67×Food & Beverages
Natural selection4.26×Politics & Society
Captain Morgan20.75×Food & Beverages
Fantasy movies3.86×Movies & TV
Evolutionary psychology3.51×Health
Ethanol5.4×Health
Cacique (rum)43.93×Food & Beverages
Kraken Rum30.34×Food & Beverages
Body modification4.35×Beauty & Wellness
Jägermeister16.62×Food & Beverages
Rum4.7×Food & Beverages
Vodka3.85×Food & Beverages
Sausage Party14.62×Movies & TV
Witchcraft3.83×Health
Moonshine10.28×Food & Beverages
Subway2.28×Food & Beverages
Smirnoff10.3×Food & Beverages
Flavor2.66×Food & Beverages
Starch5.71×Politics & Society

Psychographic profile

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

Top personality traits over-indexed by Malibu Rum audience
TraitClusterScore
IndulgenceJOY2.08
LGBTQ+ IdentityOPEN1.69
Convenience OrientationPREMIUM1.55
Family OrientationCONSERVATISM1.49
ExtroversionTHRILL1.45
Price SensitivityPREMIUM1.35

Worldwide distribution

Worldwide audience distribution share by country for Malibu Rum
CountryShare
United States27.7%
United Kingdom6.3%
China5.0%

See Malibu Rum audiences in other countries

More Spirits audiences in United States

Frequently asked questions

How many fans does Malibu Rum have in United States?

Malibu Rum has an estimated audience of 1,081,282 people in United States, concentrated in California and Texas.

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

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

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.

Where do Malibu Rum fans live in United States?

Malibu Rum fans in United States are most concentrated in California (reach 364,424), Texas (reach 118,991), and Florida (reach 72,443). These three regions account for the largest share of the active audience.

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×), Captain Morgan (20.75×), and Fantasy movies (3.86×) 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 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.