Michelob ULTRA Audience in United States

Michelob ULTRA logo

Michelob ULTRA has an estimated audience of 2,096,352 people in United States. 37.2% are female, 62.8% are male, average age 36.0. Top regions: Texas, California, Florida. Top brand affinities: High Noon, Keystone (beer brand), Martini (vermouth), Panda Express, Canva.

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 Luxury Orientation, Risk Appetite. 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: Beer

Demographics of Michelob ULTRA fans

Demographic split for Michelob ULTRA audience in United States
MetricValue
Female37.2%
Male62.8%
Average age36.0
Estimated audience size2,096,352

Audience persona

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

Top regions in United States

Top regions ranked by reach for Michelob ULTRA in United States
RegionReachAffinity
Texas253,2311.41×
California175,8550.76×
Florida143,2861.01×
New York81,8060.7×
Pennsylvania75,5791.07×
Georgia72,5941.12×
Ohio70,9091.1×
North Carolina69,8711.11×
Illinois66,5740.95×
Tennessee54,4481.29×
Virginia46,5760.91×
Alabama44,7681.53×
Michigan44,7210.82×
Indiana44,3481.16×
Arizona43,1531.01×
Missouri42,1441.25×
New Jersey41,7470.78×
South Carolina41,7341.32×
Louisiana39,9161.48×
Kentucky37,7201.44×
Oklahoma33,1811.43×
Massachusetts32,4910.79×
Wisconsin29,7640.94×
Arkansas28,6661.66×
Mississippi28,5261.65×
Maryland26,2670.73×
Colorado23,9320.72×
Washington23,4340.56×
Minnesota22,0150.73×
Kansas21,0391.27×
Iowa18,6191.08×
Nevada17,6050.87×
Connecticut15,2400.72×
West Virginia13,5891.39×
Oregon13,4770.56×
Utah13,0940.7×
Nebraska11,9201.13×
Hawaii11,0801.23×
New Mexico9,1200.87×
Idaho8,0450.77×
New Hampshire5,5990.68×
North Dakota5,0781.18×
Maine4,9630.66×
South Dakota4,7400.98×
Rhode Island4,7100.71×
Delaware4,6950.81×
Montana4,5790.79×
Washington, District of Columbia4,4690.71×
Wyoming2,7590.89×
Vermont2,1650.59×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Michelob ULTRA audience
BrandAffinityCategory
High Noon30.94×Movies & TV
Keystone (beer brand)33.31×Food & Beverages
Martini (vermouth)24.91×Food & Beverages
Panda Express4.23×Food & Beverages
Canva8.12×Technology & Electronics
Ethanol6.13×Health
Audience3.61×Business & Career
Skill3.18×Business & Career
Industry3.05×Business & Career
Public company3.92×Business & Career
University of Colorado Boulder18.78×Business & Career
Nido43.01×Kids & Family
Customer2.79×Business & Career
Weight loss (Fitness And wellness)3.12×Health
Natural Light16.84×Home & Garden
Great American Beer Festival32.07×Food & Beverages
Medical sign5.97×Health
Drinking establishment6.89×Food & Beverages
southwest airlines3.68×Travel & Leisure
Meme2.4×Internet & Social Media

Psychographic profile

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

Top personality traits over-indexed by Michelob ULTRA audience
TraitClusterScore
Luxury OrientationPREMIUM1.55
Risk AppetiteTHRILL1.33
LGBTQ+ IdentityOPEN1.27
Social Media UsageJOY1.2
Quality AwarenessPREMIUM1.19
ExtroversionTHRILL1.1

Worldwide distribution

Worldwide audience distribution share by country for Michelob ULTRA
CountryShare
United States71.2%
Brazil11.1%
Mexico3.6%

See Michelob ULTRA audiences in other countries

More Beer audiences in United States

Frequently asked questions

How many fans does Michelob ULTRA have in United States?

Michelob ULTRA has an estimated audience of 2,096,352 people in United States, concentrated in Texas and California.

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

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

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.

Where do Michelob ULTRA fans live in United States?

Michelob ULTRA fans in United States are most concentrated in Texas (reach 253,231), California (reach 175,855), and Florida (reach 143,286). These three regions account for the largest share of the active audience.

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.

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.