Rascasse Audience Intelligence

Smirnoff Target Market in United States

A data profile of the people who buy, follow and care about Smirnoff in United States — modelled from more than twelve digital signal sources. Smirnoff has an estimated audience of 2,474,826 people in United States.

#7among Spirits in United States#1207among Brand in United States#737in Food & Beverages

The average Smirnoff fan in United States is 36.7 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Concurrent Versions System, Televisions, Instant messaging, with strongest over-indexing on Concurrent Versions System (3.59× the country average).

Demographically, the Smirnoff audience skews balanced with an average age of 36.7, and over-indexes on personality traits such as Need for Security, Convenience Orientation.

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

The typical Smirnoff fan in United States is balanced, around 36.7 years old, with strong Need for Security tendencies and a notable affinity for Concurrent Versions System.

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

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 Smirnoff profile in United States.

Audience size
2.5M
in United States
Gender
50.6%♀
49.4% male
Age
36.7
average years
Country rank
#12004
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Smirnoff

50.6% are female, 49.4% are male, average age 36.7.

Fig. 02

Gender split

50.6%
Female
49.4%
Male
Demographic split for Smirnoff audience in United States
MetricValue
Female50.6%
Male49.4%
Average age36.7
Estimated audience size2,474,826
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Smirnoff audience in United States
Age bracketShare%
16-1919%
20-2928%
30-3924%
40-4917%
50+13%
Fig. 04

Worldwide distribution

24.1%

of the worldwide Smirnoff audience comes from United States.

Worldwide audience distribution share by country for Smirnoff
CountryShare
United States24.1%
Brazil9.2%
India6.3%
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 Smirnoff audience in United States is strongest.

Fig. 05

Top regions by affinity

Smirnoff customers by region in United States
#RegionReachAffinity×
01Texas~400K1.72×
02New Mexico~20K1.47×
03West Virginia~20K1.40×
04Kentucky~40K1.36×
05Oklahoma~40K1.30×
06Kansas~20K1.28×
07Arkansas~20K1.24×
08Indiana~50K1.20×
09California~300K1.18×
10New Jersey~70K1.14×
11Arizona~60K1.14×
12Alabama~40K1.14×
13North Carolina~80K1.13×
14Louisiana~40K1.13×
15Florida~200K1.11×
16Mississippi~20K1.10×
17North Dakota~5K1.09×
18Tennessee~50K1.08×
19Maryland~50K1.08×
20Iowa~20K1.08×
21Georgia~80K1.02×
22Nevada~20K1.01×
23Nebraska~10K0.99×
24South Dakota~6K0.99×
25New York~100K0.96×
26Ohio~70K0.95×
27Missouri~40K0.95×
28Colorado~40K0.95×
29South Carolina~30K0.95×
30Massachusetts~50K0.94×
31Alaska~5K0.94×
32Pennsylvania~80K0.91×
33Connecticut~20K0.91×
34Hawaii~10K0.91×
35Illinois~70K0.88×
36Virginia~50K0.88×
37Montana~6K0.88×
38Wyoming~3K0.88×
39Idaho~10K0.87×
40Rhode Island~7K0.86×
41Michigan~50K0.85×
42Minnesota~30K0.84×
43Utah~20K0.83×
44Delaware~6K0.83×
45Washington, District of Columbia~6K0.77×
46Wisconsin~30K0.76×
47Washington~30K0.70×
48Oregon~20K0.70×
49New Hampshire~6K0.67×
50Maine~6K0.65×
Fig. 06

Affinity by region

Affinity by region — Smirnoff, United States
0.65×1.00×1.72×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Smirnoff audience
#·InterestCategoryAffinity×
01Ted DansonMovies & TV12.16×
02Quinceañera (telenovela)Movies & TV5.68×
03VodkaFood & Beverages4.48×
04Savannah GuthrieMovies & TV3.96×
05Concurrent Versions SystemTechnology & Electronics3.59×
06MenardsHome & Garden3.33×
07GodzillaMovies & TV3.22×
08Instant messagingInternet & Social Media2.95×
09AdventureTravel & Leisure2.37×
10Dollar GeneralShopping2.29×
11TelevisionsTechnology & Electronics2.20×
12PhilosophyBusiness & Career2.12×
13Video gamesGames1.90×
14Mobile phonesTechnology & Electronics1.85×
15United StatesTravel & Leisure1.78×
16Alcoholic beveragesFood & Beverages1.78×
17Food and drinkFood & Beverages1.70×
18FoodFood & Beverages1.65×
19BeveragesFood & Beverages1.65×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Smirnoff 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 Smirnoff audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.63×
Convenience OrientationPREMIUM1.51×
PatriotismCONSERVATISM1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Smirnoff audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.65×
Design AffinityPREMIUM0.69×
Early Adopter MentalityPOWER0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Smirnoff's target market in United States?

Smirnoff's target market in United States covers an estimated 2,474,826 people, concentrated in Texas and California.

02

What is the gender split and age of Smirnoff customers?

50.6% of the Smirnoff audience are female, 49.4% are male, with an average age of 36.7 years.

03

Which brands do Smirnoff fans like most?

Smirnoff fans show strongest brand affinity for Concurrent Versions System (3.59×), Televisions (2.2×), and Instant messaging (2.95×) over the country average.

04

Where do Smirnoff fans live in United States?

Smirnoff fans in United States are most concentrated in Texas (reach ~400K), California (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Smirnoff fans also like?

Beyond Smirnoff itself, the audience over-indexes on Televisions (2.2×), Instant messaging (2.95×), Food and drink (1.7×), and Ted Danson (12.16×) compared to the United States average.

Appendix

Explore more audiences

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

More Spirits audiences in United States

See Smirnoff audiences in other countries

How to read this data

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