Rascasse Audience Intelligence

Rum Audience in United States

A data profile of the people who buy, follow and care about Rum in United States — modelled from more than twelve digital signal sources. Rum has an estimated audience of 14,145,901 people in United States.

#7among Alcohol in United States#1671among Topic in United States#200in Food & Beverages

The average Rum fan in United States is 38.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include FIFA World Cup 2026, Food and drink, Food, with strongest over-indexing on FIFA World Cup 2026 (1.72× the country average).

Demographically, the Rum audience skews balanced with an average age of 38.9, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

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

The typical Rum fan in United States is balanced, around 38.9 years old, with strong Indulgence tendencies and a notable affinity for FIFA World Cup 2026.

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 Rum profile in United States.

Audience size
14.1M
in United States
Gender
49.7%♀
50.3% male
Age
38.9
average years
Country rank
#2480
Topic in United States
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Rum fans

49.7% are female, 50.3% are male, average age 38.9.

Fig. 02

Gender split

49.7%
Female
50.3%
Male
Demographic split for Rum audience in United States
MetricValue
Female49.7%
Male50.3%
Average age38.9
Estimated audience size14,145,901
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the Rum audience in United States
Age bracketShare%
16-1917%
20-2924%
30-3920%
40-4920%
50+18%
Fig. 04

Worldwide distribution

22.2%

of the worldwide Rum audience comes from United States.

Worldwide audience distribution share by country for Rum
CountryShare
United States22.2%
Japan11.5%
United Kingdom6.4%
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 Rum audience in United States is strongest.

Fig. 05

Top regions by affinity

Rum fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~90K1.51×
02Florida~1M1.21×
03Georgia~500K1.20×
04North Carolina~500K1.15×
05Louisiana~200K1.15×
06Texas~1.5M1.14×
07New York~900K1.14×
08Arkansas~100K1.14×
09Oklahoma~200K1.10×
10Mississippi~100K1.09×
11Alabama~200K1.08×
12Maryland~300K1.07×
13Kentucky~200K1.05×
14Virginia~400K1.04×
15California~1.5M1.03×
16Nevada~100K1.03×
17Kansas~100K1.03×
18Washington, District of Columbia~40K1.03×
19Tennessee~300K1.02×
20South Carolina~200K1.02×
21Illinois~500K1.01×
22Indiana~300K1.01×
23New Jersey~400K1.00×
24Washington~300K1.00×
25Connecticut~100K1.00×
26Alaska~30K1.00×
27Pennsylvania~500K0.99×
28West Virginia~60K0.98×
29Delaware~40K0.98×
30Massachusetts~300K0.97×
31Rhode Island~40K0.97×
32North Dakota~30K0.96×
33Oregon~200K0.95×
34New Mexico~70K0.94×
35Ohio~400K0.93×
36Colorado~200K0.92×
37Michigan~300K0.91×
38Arizona~300K0.91×
39Utah~100K0.91×
40Idaho~60K0.91×
41Nebraska~60K0.91×
42Maine~50K0.91×
43South Dakota~30K0.91×
44Montana~40K0.90×
45Missouri~200K0.89×
46Minnesota~200K0.88×
47Iowa~100K0.87×
48New Hampshire~50K0.87×
49Vermont~20K0.85×
50Wisconsin~200K0.80×
Fig. 06

Affinity by region

Affinity by region — Rum, United States
0.80×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Rum audience
#·InterestCategoryAffinity×
01Texas RoadhouseFood & Beverages2.17×
02CocktailFood & Beverages2.16×
03BeerFood & Beverages1.84×
04FIFA World Cup 2026Sports1.72×
05Rock musicMusic & Radio1.69×
06Alcoholic beveragesFood & Beverages1.68×
07FoodFood & Beverages1.64×
08Sales promotionShopping1.62×
09CultureLiterature1.61×
10Food and drinkFood & Beverages1.59×
11Comedy moviesMovies & TV1.58×
12HappinessHealth1.57×
13WomanKids & Family1.56×
14RestaurantsFood & Beverages1.55×
15BeveragesFood & Beverages1.55×
16Personal financeBusiness & Career1.54×
17EducationBusiness & Career1.54×
18United StatesTravel & Leisure1.53×
19Outdoor recreationSports1.52×
20Fitness and wellnessSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 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 Rum audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.81×
Luxury OrientationPREMIUM1.54×
Convenience OrientationPREMIUM1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Rum audience · Rather not
TraitClusterDeviationScore
CreativityOPEN1.09×
SpiritualityBALANCE1.11×
DIY MentalityTHRILL1.14×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Rum have in United States?

Rum has an estimated audience of 14,145,901 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Rum fans?

49.7% of Rum fans are female, 50.3% are male, with an average age of 38.9 years.

03

Which brands do Rum fans like most?

Rum fans show strongest brand affinity for FIFA World Cup 2026 (1.72×), Food and drink (1.59×), and Food (1.64×) over the country average.

04

Where do Rum fans live in United States?

Rum fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Rum fans also like?

Beyond Rum itself, the audience over-indexes on Food and drink (1.59×), Food (1.64×), Fitness and wellness (1.51×), and Outdoor recreation (1.52×) 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 Rum audiences in other countries

How to read this data

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