Rascasse Audience Intelligence

Old Fashioned Audience in United States

A data profile of the people who buy, follow and care about Old Fashioned in United States — modelled from more than twelve digital signal sources. Old Fashioned has an estimated audience of 1,441,841 people in United States.

#48among Alcohol in United States#7431among Topic in United States#1078in Food & Beverages

The average Old Fashioned fan in United States is 42.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Malt whisky, Bourbon whiskey, Total Wine & More, with strongest over-indexing on Malt whisky (12.82× the country average).

Demographically, the Old Fashioned audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Indulgence, Patriotism.

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

The typical Old Fashioned fan in United States is balanced, around 42.8 years old, with strong Indulgence tendencies and a notable affinity for Malt whisky.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

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 Old Fashioned profile in United States.

Audience size
1.4M
in United States
Gender
50.2%♀
49.8% male
Age
42.8
average years
Country rank
#18291
Topic in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Old Fashioned fans

50.2% are female, 49.8% are male, average age 42.8.

Fig. 02

Gender split

50.2%
Female
49.8%
Male
Demographic split for Old Fashioned audience in United States
MetricValue
Female50.2%
Male49.8%
Average age42.8
Estimated audience size1,441,841
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Old Fashioned audience in United States
Age bracketShare%
16-1913%
20-2915%
30-3920%
40-4926%
50+26%
Fig. 04

Worldwide distribution

61.2%

of the worldwide Old Fashioned audience comes from United States.

Worldwide audience distribution share by country for Old Fashioned
CountryShare
United States61.2%
Japan7.4%
Netherlands3.9%
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 Old Fashioned audience in United States is strongest.

Fig. 05

Top regions by affinity

Old Fashioned fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~3K1.33×
02Montana~5K1.29×
03Wisconsin~30K1.28×
04Maine~7K1.28×
05Alaska~4K1.28×
06New Hampshire~7K1.21×
07Washington, District of Columbia~5K1.21×
08Illinois~50K1.13×
09Minnesota~20K1.13×
10Massachusetts~30K1.12×
11Oregon~20K1.12×
12South Dakota~4K1.11×
13Iowa~10K1.10×
14Michigan~40K1.09×
15Washington~30K1.09×
16Colorado~20K1.09×
17Nevada~10K1.07×
18Nebraska~8K1.07×
19Pennsylvania~50K1.04×
20Connecticut~10K1.04×
21New York~80K1.02×
22North Dakota~3K1.02×
23Missouri~20K1.01×
24Rhode Island~5K1.01×
25Ohio~40K1.00×
26Florida~100K0.98×
27Louisiana~20K0.96×
28Idaho~7K0.95×
29Maryland~20K0.94×
30Virginia~30K0.93×
31South Carolina~20K0.93×
32Kansas~10K0.93×
33North Carolina~40K0.92×
34Arizona~30K0.92×
35Indiana~20K0.91×
36Hawaii~6K0.91×
37Tennessee~30K0.90×
38Kentucky~20K0.90×
39Delaware~4K0.90×
40New Jersey~30K0.89×
41Georgia~40K0.87×
42California~100K0.86×
43Texas~100K0.86×
44New Mexico~6K0.84×
45Oklahoma~10K0.81×
46Alabama~20K0.79×
47West Virginia~5K0.76×
48Arkansas~9K0.74×
49Mississippi~8K0.71×
50Utah~9K0.68×
Fig. 06

Affinity by region

Affinity by region — Old Fashioned, United States
0.68×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Old Fashioned audience
#·InterestCategoryAffinity×
01Single malt scotchFood & Beverages14.58×
02Malt whiskyFood & Beverages12.82×
03Baking powderFood & Beverages7.01×
04Single malt whiskyFood & Beverages6.67×
05Total Wine & MoreFood & Beverages6.48×
06Tennessee whiskeyFood & Beverages5.78×
07Bourbon whiskeyFood & Beverages5.49×
08Scotch whiskyFood & Beverages4.19×
09Sustainable energyHome & Garden3.05×
10QVCMovies & TV3.01×
11Renewable energyBusiness & Career2.87×
12FedExBusiness & Career2.83×
13NASDAQBusiness & Career2.62×
14CocktailFood & Beverages2.60×
15Discount storesShopping2.25×
16Pizza HutFood & Beverages2.00×
17Organic foodFood & Beverages1.86×
18SubwayFood & Beverages1.83×
19PinterestInternet & Social Media1.59×
20McDonald'sFood & Beverages1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Old Fashioned 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 Old Fashioned audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.97×
PatriotismCONSERVATISM1.77×
Convenience OrientationPREMIUM1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Old Fashioned audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.63×
Pet OwnershipJOY0.70×
ExtroversionTHRILL0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Old Fashioned have in United States?

Old Fashioned has an estimated audience of 1,441,841 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Old Fashioned fans?

50.2% of Old Fashioned fans are female, 49.8% are male, with an average age of 42.8 years.

03

Which brands do Old Fashioned fans like most?

Old Fashioned fans show strongest brand affinity for Malt whisky (12.82×), Bourbon whiskey (5.49×), and Total Wine & More (6.48×) over the country average.

04

Where do Old Fashioned fans live in United States?

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

05

What other brands do Old Fashioned fans also like?

Beyond Old Fashioned itself, the audience over-indexes on Bourbon whiskey (5.49×), Total Wine & More (6.48×), Single malt scotch (14.58×), and Cocktail (2.6×) compared to the United States average.

Appendix

Explore more audiences

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

More Alcohol audiences in United States

See Old Fashioned audiences in other countries

How to read this data

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