Rascasse Audience Intelligence

Shiner Target Market in United States

A data profile of the people who buy, follow and care about Shiner in United States — modelled from more than twelve digital signal sources. Shiner has an estimated audience of 294,384 people in United States.

#53among Beer in United States#5054among Brand in United States#2516in Food & Beverages

The average Shiner fan in United States is 37.6 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, Florida, Tennessee.

Top brand affinities include Lager, Beer, Brewing, with strongest over-indexing on Lager (10.63× the country average).

Demographically, the Shiner audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Indulgence, Community Orientation.

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

The typical Shiner fan in United States is balanced, around 37.6 years old, with strong Indulgence tendencies and a notable affinity for Lager.

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 Shiner profile in United States.

Audience size
294K
in United States
Gender
47.4%♀
52.6% male
Age
37.6
average years
Country rank
#48825
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Shiner

47.4% are female, 52.6% are male, average age 37.6.

Fig. 02

Gender split

47.4%
Female
52.6%
Male
Demographic split for Shiner audience in United States
MetricValue
Female47.4%
Male52.6%
Average age37.6
Estimated audience size294,384
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Shiner audience in United States
Age bracketShare%
16-1922%
20-2923%
30-3920%
40-4919%
50+17%
Fig. 04

Worldwide distribution

69.3%

of the worldwide Shiner audience comes from United States.

Worldwide audience distribution share by country for Shiner
CountryShare
United States69.3%
India4.4%
United Kingdom3.4%
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 Shiner audience in United States is strongest.

Fig. 05

Top regions by affinity

Shiner customers by region in United States
#RegionReachAffinity×
01Texas~100K4.54×
02Kentucky~10K4.14×
03Tennessee~20K3.15×
04Minnesota~10K2.86×
05Ohio~10K1.47×
06Louisiana~5K1.32×
07Arkansas~3K1.11×
08Oklahoma~3K1.08×
09North Dakota<1K1.08×
10Florida~20K1.07×
11South Dakota<1K1.02×
12Maine<1K0.98×
13New Hampshire~1K0.97×
14Alabama~4K0.93×
15Kansas~2K0.93×
16Wisconsin~4K0.92×
17Iowa~2K0.91×
18Missouri~4K0.90×
19New Mexico~1K0.90×
20Nebraska~1K0.89×
21Mississippi~2K0.87×
22Massachusetts~5K0.84×
23Rhode Island<1K0.84×
24Alaska<1K0.83×
25Vermont<1K0.83×
26West Virginia~1K0.82×
27Montana<1K0.79×
28Indiana~4K0.76×
29South Carolina~3K0.73×
30Illinois~7K0.72×
31Georgia~6K0.72×
32Idaho~1K0.72×
33Delaware<1K0.72×
34Michigan~5K0.71×
35Colorado~3K0.71×
36North Carolina~6K0.70×
37Pennsylvania~6K0.69×
38Arizona~4K0.69×
39Connecticut~2K0.69×
40Hawaii<1K0.67×
41Washington, District of Columbia<1K0.67×
42Virginia~5K0.66×
43Utah~2K0.62×
44Maryland~3K0.61×
45Oregon~2K0.61×
46Washington~3K0.60×
47New Jersey~4K0.59×
48New York~9K0.58×
49Nevada~2K0.57×
50California~20K0.53×
Fig. 06

Affinity by region

Affinity by region — Shiner, United States
0.53×1.00×4.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shiner audience
#·InterestCategoryAffinity×
01LagerFood & Beverages10.63×
02Beer festivalFood & Beverages4.92×
03Malt whiskyFood & Beverages4.15×
04Single malt whiskyFood & Beverages3.54×
05Draught beerFood & Beverages3.46×
06White wineFood & Beverages3.04×
07Red wineFood & Beverages2.99×
08Smoked meatFood & Beverages2.81×
09Irish whiskeyFood & Beverages2.75×
10BrewingFood & Beverages2.41×
11Wine tastingFood & Beverages2.41×
12RumFood & Beverages2.07×
13True DetectiveMovies & TV1.98×
14WhiskyFood & Beverages1.92×
15InnovationBusiness & Career1.84×
16BeerFood & Beverages1.67×
17CocktailFood & Beverages1.64×
18GameStopGames1.60×
19BreweryFood & Beverages1.59×
20Italian cuisineFood & Beverages1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shiner 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 Shiner audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.73×
Community OrientationOPEN1.59×
Convenience OrientationPREMIUM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shiner audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.85×
TraditionCONSERVATISM0.91×
Pet OwnershipJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Shiner's target market in United States?

Shiner's target market in United States covers an estimated 294,384 people, concentrated in Texas and Florida.

02

What is the gender split and age of Shiner customers?

47.4% of the Shiner audience are female, 52.6% are male, with an average age of 37.6 years.

03

Which brands do Shiner fans like most?

Shiner fans show strongest brand affinity for Lager (10.63×), Beer (1.67×), and Brewing (2.41×) over the country average.

04

Where do Shiner fans live in United States?

Shiner fans in United States are most concentrated in Texas (reach ~100K), Florida (reach ~20K), and Tennessee (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Shiner fans also like?

Beyond Shiner itself, the audience over-indexes on Beer (1.67×), Brewing (2.41×), Beer festival (4.92×), and Cocktail (1.64×) 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 Shiner audiences in other countries

How to read this data

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