Rascasse Audience Intelligence

Wild Turkey (bourbon) Target Market in United States

Wild Turkey (bourbon) has an estimated audience of 2.1M people in United States.

#16among Spirits in United States
#1534among brands in United States#848in Food & Beverages

The average Wild Turkey (bourbon) fan in United States is 40.2 years old, more male, and lives primarily in California.

By number of fans, Wild Turkey (bourbon) ranks #16 among the 336 objects in Spirits in United States — 2.6× the group median.

Its fans are 1.1 years older than the group average of 39.1.

Women make up 33.4% of the fan base, 9.9 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, Wild Turkey (bourbon) fans stand out for their interest in Paulaner Brewery, Cognac and White wine.

Interest is seasonal: April, May and November account for 35% of the year's searches, January is the quietest month.

Most fans live in California, Ohio, Pennsylvania.

Top affinities include Paulaner Brewery, Cognac, Woodford Reserve, with strongest over-indexing on Paulaner Brewery (64.17× the country average).

Demographically, the Wild Turkey (bourbon) audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Indulgence, Patriotism.

The typical Wild Turkey (bourbon) fan in United States is more male, around 40.2 years old, with strong Indulgence tendencies and a notable affinity for Paulaner Brewery.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
2.1M
in United States
Gender
33.4%♀
66.6% male
Age
40.2
average years
Country rank
#14003
among all objects in United States
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Wild Turkey (bourbon)

33.4% are female, 66.6% are male, average age 40.2.

Fig. 02

Gender split

33.4%
Female
66.6%
Male
Demographic split for Wild Turkey (bourbon) audience in United States
MetricValue
Female33.4%
Male66.6%
Average age40.2
Estimated audience size2.1M
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Wild Turkey (bourbon) audience in United States
Age bracketShare%
16-2413%
25-3425%
35-4423%
45-5420%
55+19%
Fig. 04

Worldwide distribution

52.7%

of the worldwide Wild Turkey (bourbon) audience comes from United States.

Worldwide audience distribution share by country for Wild Turkey (bourbon)
CountryShare
United States52.7%
United Kingdom6.1%
Italy4.9%
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

Fig. 05

Top regions by affinity

Wild Turkey (bourbon) customers by region in United States
#RegionReachAffinity×
01Kansas~40K2.42×
02Kentucky~70K2.31×
03West Virginia~20K1.66×
04Maine~10K1.62×
05Ohio~100K1.34×
06Wisconsin~50K1.34×
07Indiana~50K1.27×
08Missouri~50K1.23×
09Pennsylvania~100K1.21×
10Tennessee~50K1.20×
11Vermont~5K1.20×
12Arkansas~20K1.17×
13Wyoming~4K1.16×
14New Hampshire~9K1.13×
15Iowa~20K1.12×
16Montana~8K1.12×
17Michigan~70K1.11×
18Minnesota~40K1.10×
19Mississippi~20K1.10×
20North Carolina~70K1.08×
21Alabama~30K1.08×
22Oklahoma~30K1.04×
23South Dakota~6K1.04×
24Nebraska~10K1.00×
25Virginia~50K0.99×
26North Dakota~5K0.98×
27South Carolina~30K0.95×
28Idaho~10K0.91×
29Illinois~70K0.89×
30Louisiana~30K0.88×
31Delaware~5K0.88×
32Maryland~30K0.87×
33Colorado~30K0.84×
34Georgia~60K0.82×
35Massachusetts~40K0.82×
36Connecticut~20K0.82×
37Rhode Island~5K0.79×
38Utah~20K0.76×
39New Jersey~40K0.75×
40Oregon~20K0.74×
41New Mexico~10K0.74×
42New York~90K0.72×
43Alaska~3K0.69×
44Florida~90K0.66×
45Washington~30K0.66×
46Texas~90K0.65×
47Hawaii~5K0.55×
48Arizona~20K0.52×
49California~100K0.51×
50Nevada~10K0.50×
Fig. 06

Affinity by region

Affinity by region — Wild Turkey (bourbon), United States
0.50×1.00×2.42×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Wild Turkey (bourbon) audience vs. the country average
#·InterestCategoryAffinity×
01Paulaner BreweryFood & Beverages64.17×
02CognacFood & Beverages16.81×
03Woodford ReserveFood & Beverages16.13×
04Maker's MarkFood & Beverages16.03×
05Grey Goose (vodka)Food & Beverages15.60×
06Bulleit BourbonFood & Beverages15.59×
07Small batch whiskeyFood & Beverages14.25×
08The Macallan distilleryFood & Beverages13.10×
09Jameson Irish WhiskeyFood & Beverages13.00×
10Tennessee whiskeyFood & Beverages12.41×
11Blended whiskeyFood & Beverages11.74×
12Bourbon whiskeyFood & Beverages7.79×
13Scotch whiskyFood & Beverages7.10×
14White wineFood & Beverages7.06×
15Red wineFood & Beverages6.76×
16Tampa Bay BuccaneersSports4.95×
17SteakhouseFood & Beverages4.79×
18Wine tastingFood & Beverages4.38×
19Buffalo BillsSports4.23×
20Seattle SeahawksSports4.03×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Wild Turkey (bourbon) audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Wild Turkey (bourbon) audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.03×
PatriotismCONSERVATISM2.07×
SustainabilityBALANCE1.71×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Wild Turkey (bourbon) audience vs. the country average · Rather not
TraitClusterDeviationScore
IndividualismJOY0.60×
SpiritualityBALANCE0.62×
CreativityOPEN0.62×
0×1.00× baseline2×
Appendix

Explore more audiences

More Spirits audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Wild Turkey (bourbon) over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/wild-turkey-bourbon-122067” · Methodology