Rascasse Audience Intelligence

Michelob ULTRA Target Market in United States

A data profile of the people who buy, follow and care about Michelob ULTRA in United States — modelled from more than twelve digital signal sources. Michelob ULTRA has an estimated audience of 2,162,324 people in United States.

#7among Beer in United States#1368among Brand in United States#812in Food & Beverages

The average Michelob ULTRA fan in United States is 36.0 years old, more male, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include High Noon, Keystone (beer brand), Martini (vermouth), with strongest over-indexing on High Noon (30.94× the country average).

Demographically, the Michelob ULTRA audience skews more male with an average age of 36.0, and over-indexes on personality traits such as Price Sensitivity, Pet Ownership.

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

The typical Michelob ULTRA fan in United States is more male, around 36.0 years old, with strong Price Sensitivity tendencies and a notable affinity for High Noon.

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

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 Michelob ULTRA profile in United States.

Audience size
2.2M
in United States
Gender
37.2%♀
62.8% male
Age
36.0
average years
Country rank
#13399
Brand in United States
Fig. 01

Search interest · 12-month trend

+28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Michelob ULTRA

37.2% are female, 62.8% are male, average age 36.0.

Fig. 02

Gender split

37.2%
Female
62.8%
Male
Demographic split for Michelob ULTRA audience in United States
MetricValue
Female37.2%
Male62.8%
Average age36.0
Estimated audience size2,162,324
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the Michelob ULTRA audience in United States
Age bracketShare%
16-1916%
20-2929%
30-3931%
40-4920%
50+5%
Fig. 04

Worldwide distribution

68.4%

of the worldwide Michelob ULTRA audience comes from United States.

Worldwide audience distribution share by country for Michelob ULTRA
CountryShare
United States68.4%
Brazil13.6%
Mexico3.6%
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 Michelob ULTRA audience in United States is strongest.

Fig. 05

Top regions by affinity

Michelob ULTRA customers by region in United States
#RegionReachAffinity×
01Mississippi~30K1.64×
02Arkansas~30K1.60×
03Alabama~40K1.53×
04Louisiana~40K1.45×
05West Virginia~10K1.42×
06Kentucky~40K1.39×
07Oklahoma~30K1.35×
08Texas~200K1.32×
09South Carolina~40K1.26×
10Hawaii~10K1.26×
11Tennessee~50K1.25×
12Kansas~20K1.24×
13North Dakota~5K1.24×
14Missouri~40K1.17×
15Indiana~40K1.13×
16Nebraska~10K1.12×
17North Carolina~70K1.10×
18Iowa~20K1.09×
19Pennsylvania~80K1.07×
20Georgia~70K1.07×
21Ohio~70K1.04×
22South Dakota~5K1.04×
23Florida~100K0.99×
24Arizona~40K0.99×
25Wyoming~3K0.97×
26Wisconsin~30K0.93×
27Virginia~50K0.92×
28Illinois~60K0.91×
29New Mexico~9K0.90×
30Delaware~5K0.89×
31Nevada~20K0.85×
32Montana~5K0.85×
33Michigan~50K0.83×
34New Jersey~40K0.82×
35Idaho~9K0.81×
36Massachusetts~30K0.80×
37Alaska~4K0.78×
38California~200K0.76×
39Connecticut~20K0.76×
40Rhode Island~5K0.76×
41Minnesota~20K0.75×
42New Hampshire~6K0.75×
43New York~90K0.73×
44Maryland~30K0.73×
45Maine~6K0.73×
46Washington, District of Columbia~5K0.73×
47Utah~10K0.70×
48Colorado~20K0.69×
49Oregon~20K0.64×
50Washington~30K0.60×
Fig. 06

Affinity by region

Affinity by region — Michelob ULTRA, United States
0.60×1.00×1.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Michelob ULTRA audience
#·InterestCategoryAffinity×
01NidoKids & Family43.01×
02Keystone (beer brand)Food & Beverages33.31×
03Great American Beer FestivalFood & Beverages32.07×
04High NoonMovies & TV30.94×
05Martini (vermouth)Food & Beverages24.91×
06University of Colorado BoulderBusiness & Career18.78×
07Natural LightHome & Garden16.84×
08CanvaTechnology & Electronics8.12×
09Drinking establishmentFood & Beverages6.89×
10EthanolHealth6.13×
11Medical signHealth5.97×
12Panda ExpressFood & Beverages4.23×
13Public companyBusiness & Career3.92×
14southwest airlinesTravel & Leisure3.68×
15AudienceBusiness & Career3.61×
16SkillBusiness & Career3.18×
17Weight loss (Fitness And wellness)Health3.12×
18IndustryBusiness & Career3.05×
19CustomerBusiness & Career2.79×
20FIFA World Cup 2026Sports1.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Michelob ULTRA 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 Michelob ULTRA audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.26×
Pet OwnershipJOY1.20×
IndulgenceJOY1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Michelob ULTRA audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.67×
Career OrientationPOWER0.74×
SpiritualityBALANCE0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Michelob ULTRA's target market in United States?

Michelob ULTRA's target market in United States covers an estimated 2,162,324 people, concentrated in Texas and California.

02

What is the gender split and age of Michelob ULTRA customers?

37.2% of the Michelob ULTRA audience are female, 62.8% are male, with an average age of 36.0 years.

03

Which brands do Michelob ULTRA fans like most?

Michelob ULTRA fans show strongest brand affinity for High Noon (30.94×), Keystone (beer brand) (33.31×), and Martini (vermouth) (24.91×) over the country average.

04

Where do Michelob ULTRA fans live in United States?

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

05

What other brands do Michelob ULTRA fans also like?

Beyond Michelob ULTRA itself, the audience over-indexes on Keystone (beer brand) (33.31×), Martini (vermouth) (24.91×), Panda Express (4.23×), and Canva (8.12×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Beer audiences in United States

See Michelob ULTRA audiences in other countries

How to read this data

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