Rascasse Audience Intelligence

Hennessy Target Market in United States

Hennessy has an estimated audience of 3.5M people in United States.

#4among Spirits in United States
#994among brands in United States#580in Food & Beverages

The average Hennessy fan in United States is 38.1 years old, more male, and lives primarily in California.

By number of fans, Hennessy ranks #4 among the 336 objects in Spirits in United States — 4.4× the group median.

Its fans are 1.2 years younger than the group average of 39.3.

Women make up 39.9% of the fan base, 3.4 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, Hennessy fans stand out for their interest in Cognac, Sean Combs and AutoZone.

Most fans live in California, Texas, Florida.

Top affinities include Courvoisier, Cognac, Crown Royal, with strongest over-indexing on Courvoisier (22.46× the country average).

Demographically, the Hennessy audience skews more male with an average age of 38.1, and over-indexes on personality traits such as Indulgence, Career Orientation.

The typical Hennessy fan in United States is more male, around 38.1 years old, with strong Indulgence tendencies and a notable affinity for Courvoisier.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.5M
in United States
Gender
39.9%♀
60.1% male
Age
38.1
average years
Country rank
#8849
among all objects in United States
Fig. 01

Search interest · 12-month trend

+5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Hennessy

39.9% are female, 60.1% are male, average age 38.1.

Fig. 02

Gender split

39.9%
Female
60.1%
Male
Demographic split for Hennessy audience in United States
MetricValue
Female39.9%
Male60.1%
Average age38.1
Estimated audience size3.5M
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Hennessy audience in United States
Age bracketShare%
16-2416%
25-3428%
35-4424%
45-5419%
55+13%
Fig. 04

Worldwide distribution

29.3%

of the worldwide Hennessy audience comes from United States.

Worldwide audience distribution share by country for Hennessy
CountryShare
United States29.3%
United Kingdom4.5%
Germany4.3%
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

Fig. 05

Top regions by affinity

Hennessy customers by region in United States
#RegionReachAffinity×
01Oklahoma~60K1.49×
02Louisiana~70K1.43×
03California~600K1.39×
04Nevada~50K1.32×
05Georgia~200K1.27×
06Texas~300K1.25×
07Florida~300K1.25×
08New York~300K1.23×
09Maryland~80K1.19×
10Mississippi~40K1.19×
11Alabama~60K1.18×
12Illinois~200K1.14×
13North Carolina~100K1.13×
14Hawaii~20K1.09×
15Pennsylvania~100K1.08×
16Massachusetts~80K1.08×
17New Jersey~100K1.07×
18Connecticut~40K1.06×
19New Mexico~20K1.06×
20Arizona~80K1.04×
21Washington~80K1.03×
22Delaware~10K1.03×
23Alaska~8K1.02×
24Oregon~50K1.01×
25Indiana~70K1.00×
26Rhode Island~10K1.00×
27Virginia~90K0.99×
28Tennessee~80K0.99×
29Ohio~100K0.98×
30South Carolina~60K0.98×
31Washington, District of Columbia~7K0.98×
32Arkansas~30K0.97×
33Michigan~100K0.95×
34Kansas~30K0.94×
35Nebraska~20K0.92×
36Kentucky~40K0.91×
37Colorado~50K0.90×
38Minnesota~50K0.89×
39Wisconsin~50K0.87×
40South Dakota~8K0.86×
41Missouri~50K0.83×
42Iowa~30K0.82×
43Utah~30K0.79×
44North Dakota~6K0.77×
45West Virginia~10K0.76×
46Idaho~10K0.75×
47New Hampshire~10K0.71×
48Maine~10K0.70×
49Montana~8K0.68×
50Vermont~4K0.64×
Fig. 06

Affinity by region

Affinity by region — Hennessy, United States
0.64×1.00×1.49×
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 Hennessy audience vs. the country average
#·InterestCategoryAffinity×
01CourvoisierFood & Beverages22.46×
02CognacFood & Beverages16.77×
03Crown RoyalFood & Beverages10.38×
04The Macallan distilleryFood & Beverages9.37×
05Malibu RumFood & Beverages7.01×
06Single malt whiskyFood & Beverages6.43×
07Blended whiskeyFood & Beverages6.15×
08Small batch whiskeyFood & Beverages5.69×
09Tennessee whiskeyFood & Beverages5.38×
10Sean CombsMusic & Radio5.29×
11Irish whiskeyFood & Beverages4.87×
12Scotch whiskyFood & Beverages3.95×
13Bourbon whiskeyFood & Beverages3.74×
14VodkaFood & Beverages3.20×
15WhiskyFood & Beverages2.76×
16AutoZoneCars & Mobility1.94×
17WingstopFood & Beverages1.94×
18Wendy'sFood & Beverages1.85×
19FIFA World Cup 2026Sports1.58×
20FIFA World CupSports1.55×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hennessy audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hennessy audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.54×
Career OrientationPOWER1.49×
Need for SecurityCONSERVATISM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hennessy audience vs. the country average · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.91×
Design AffinityPREMIUM0.94×
Sports ActivityPOWER1.01×
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 Hennessy 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/hennessy-15774” · Methodology