Rascasse Audience Intelligence

Malibu Rum Target Market in United States

Malibu Rum has an estimated audience of 4,282,523 people in United States.

#1among Spirits in United States
#829among Brand in United States#501in Food & Beverages

The average Malibu Rum fan in United States is 40.9 years old, balanced, and lives primarily in California.

By number of fans, Malibu Rum ranks #1 among the 336 objects in Spirits in United States — 5.3× the group median.

Its fans are 1.6 years older than the group average of 39.3.

Women make up 51.4% of the fan base, 8.2 percentage points more than the group average.

Compared with the other 335 objects in Spirits, Malibu Rum fans stand out for their interest in The Black Dahlia (film), Cacique (rum) and Sausage Party.

Most fans live in California, Texas, Florida.

Top affinities include The Black Dahlia (film), Cacique (rum), Kraken Rum, with strongest over-indexing on The Black Dahlia (film) (63.32× the country average).

Demographically, the Malibu Rum audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Extroversion, Indulgence.

The typical Malibu Rum fan in United States is balanced, around 40.9 years old, with strong Extroversion tendencies and a notable affinity for The Black Dahlia (film).

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
4.3M
in United States
Gender
51.4%♀
48.6% male
Age
40.9
average years
Country rank
#7508
among all objects in United States
Fig. 01

Search interest · 12-month trend

+14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Malibu Rum

51.4% are female, 48.6% are male, average age 40.9.

Fig. 02

Gender split

51.4%
Female
48.6%
Male
Demographic split for Malibu Rum audience in United States
MetricValue
Female51.4%
Male48.6%
Average age40.9
Estimated audience size4,282,523
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Malibu Rum audience in United States
Age bracketShare%
16-2416%
25-3421%
35-4420%
45-5421%
55+22%
Fig. 04

Worldwide distribution

40.2%

of the worldwide Malibu Rum audience comes from United States.

Worldwide audience distribution share by country for Malibu Rum
CountryShare
United States40.2%
Brazil7.6%
United Kingdom6.8%
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

Malibu Rum customers by region in United States
#RegionReachAffinity×
01California~2M4.10×
02Connecticut~60K1.41×
03Texas~400K1.22×
04Louisiana~70K1.16×
05Alabama~70K1.13×
06Nevada~50K1.13×
07Mississippi~40K1.13×
08Arizona~100K1.12×
09Arkansas~40K1.10×
10Oklahoma~50K1.08×
11Kansas~40K1.05×
12Nebraska~30K1.02×
13Georgia~100K1.01×
14Hawaii~20K1.01×
15Indiana~90K1.00×
16Washington~100K0.99×
17New Mexico~30K0.99×
18Illinois~200K0.98×
19Michigan~100K0.98×
20North Dakota~10K0.98×
21Kentucky~60K0.97×
22North Carolina~100K0.96×
23Tennessee~90K0.96×
24South Carolina~70K0.96×
25New Jersey~100K0.95×
26Missouri~80K0.95×
27Washington, District of Columbia~8K0.95×
28New York~200K0.94×
29Idaho~20K0.94×
30Florida~300K0.93×
31Colorado~70K0.93×
32Oregon~50K0.93×
33Massachusetts~80K0.92×
34Maryland~70K0.92×
35West Virginia~20K0.92×
36Minnesota~70K0.91×
37Iowa~40K0.91×
38Utah~40K0.90×
39Delaware~10K0.90×
40South Dakota~10K0.90×
41Wisconsin~70K0.89×
42Pennsylvania~100K0.88×
43Montana~10K0.88×
44Virginia~90K0.86×
45Wyoming~6K0.85×
46Ohio~100K0.80×
47Rhode Island~10K0.80×
48Alaska~7K0.79×
49New Hampshire~10K0.76×
50Maine~10K0.72×
Fig. 06

Affinity by region

Affinity by region — Malibu Rum, United States
0.72×1.00×4.10×
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 Malibu Rum audience vs. the country average
#·InterestCategoryAffinity×
01The Black Dahlia (film)Movies & TV63.32×
02Cacique (rum)Food & Beverages43.93×
03Kraken RumFood & Beverages30.34×
04BacardiFood & Beverages18.67×
05Sausage PartyMovies & TV14.62×
06Twisted TeaFood & Beverages12.88×
07SmirnoffFood & Beverages10.30×
08MoonshineFood & Beverages10.28×
09Lime (fruit)Food & Beverages6.92×
10StarchPolitics & Society5.71×
11EthanolHealth5.40×
12RumFood & Beverages4.70×
13Body modificationBeauty & Wellness4.35×
14Natural selectionPolitics & Society4.26×
15Fantasy moviesMovies & TV3.86×
16VodkaFood & Beverages3.85×
17WitchcraftHealth3.83×
18Evolutionary psychologyHealth3.51×
19FlavorFood & Beverages2.66×
20SubwayFood & Beverages2.28×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Malibu Rum audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Malibu Rum audience vs. the country average · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.23×
IndulgenceJOY1.59×
SpiritualityBALANCE1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Malibu Rum audience vs. the country average · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.92×
Design AffinityPREMIUM0.95×
Luxury OrientationPREMIUM1.01×
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 Malibu Rum 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
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/malibu-rum-13345” · Methodology