Rascasse Audience Intelligence

Chivas Regal Target Market in United States

Chivas Regal has an estimated audience of 1.5M people in United States.

#26among Spirits in United States
#1970among brands in United States#1064in Food & Beverages

The average Chivas Regal fan in United States is 38.2 years old, more male, and lives primarily in California.

By number of fans, Chivas Regal ranks #24 among the 336 objects in Spirits in United States — 1.7× the group median.

Its fans are 1.1 years younger than the group average of 39.3.

Women make up 42.4% of the fan base, 1.0 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, Chivas Regal fans stand out for their interest in The Conjuring, Japanese whisky and Rye whiskey.

Most fans live in California, Florida, Texas.

Top affinities include The Conjuring, Buffalo Trace Bourbon, Glenmorangie, with strongest over-indexing on The Conjuring (37.43× the country average).

Demographically, the Chivas Regal audience skews more male with an average age of 38.2, and over-indexes on personality traits such as Indulgence, Pet Ownership.

The typical Chivas Regal fan in United States is more male, around 38.2 years old, with strong Indulgence tendencies and a notable affinity for The Conjuring.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.5M
in United States
Gender
42.4%♀
57.6% male
Age
38.2
average years
Country rank
#17638
among all objects in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Chivas Regal

42.4% are female, 57.6% are male, average age 38.2.

Fig. 02

Gender split

42.4%
Female
57.6%
Male
Demographic split for Chivas Regal audience in United States
MetricValue
Female42.4%
Male57.6%
Average age38.2
Estimated audience size1.5M
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Chivas Regal audience in United States
Age bracketShare%
16-2418%
25-3427%
35-4422%
45-5420%
55+14%
Fig. 04

Worldwide distribution

14.6%

of the worldwide Chivas Regal audience comes from United States.

Worldwide audience distribution share by country for Chivas Regal
CountryShare
United States14.6%
Brazil13.2%
India11.6%
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

Chivas Regal customers by region in United States
#RegionReachAffinity×
01New Jersey~70K1.61×
02New York~100K1.50×
03Florida~100K1.45×
04Texas~100K1.35×
05Hawaii~9K1.33×
06Massachusetts~40K1.24×
07Nevada~20K1.21×
08California~200K1.19×
09Connecticut~20K1.19×
10Arizona~40K1.16×
11Washington~40K1.15×
12Maryland~30K1.13×
13Virginia~40K1.12×
14Illinois~60K1.11×
15Washington, District of Columbia~3K1.11×
16Rhode Island~5K1.08×
17Alaska~3K1.05×
18New Mexico~10K1.03×
19Georgia~50K1.02×
20Pennsylvania~60K1.01×
21Louisiana~20K1.01×
22Kansas~10K1.01×
23Colorado~30K0.99×
24Nebraska~9K0.98×
25Michigan~40K0.97×
26North Carolina~50K0.96×
27Delaware~4K0.96×
28Oklahoma~20K0.95×
29Tennessee~30K0.94×
30Missouri~30K0.94×
31Arkansas~10K0.94×
32New Hampshire~6K0.94×
33Indiana~30K0.93×
34Oregon~20K0.92×
35Minnesota~20K0.91×
36Alabama~20K0.91×
37Kentucky~20K0.91×
38Ohio~50K0.89×
39South Carolina~20K0.89×
40Iowa~10K0.88×
41North Dakota~3K0.88×
42Vermont~3K0.88×
43Mississippi~10K0.87×
44South Dakota~3K0.87×
45Maine~5K0.86×
46Wisconsin~20K0.85×
47Idaho~7K0.84×
48Montana~4K0.84×
49West Virginia~7K0.81×
50Utah~10K0.72×
Fig. 06

Affinity by region

Affinity by region — Chivas Regal, United States
0.72×1.00×1.61×
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 Chivas Regal audience vs. the country average
#·InterestCategoryAffinity×
01The ConjuringMovies & TV37.43×
02Buffalo Trace BourbonFood & Beverages25.03×
03GlenmorangieFood & Beverages18.40×
04Japanese whiskyFood & Beverages14.98×
05The Macallan distilleryFood & Beverages14.67×
06Rye whiskeyFood & Beverages13.59×
07Malt whiskyFood & Beverages9.86×
08Single malt whiskyFood & Beverages8.85×
09American whiskeyFood & Beverages8.82×
10Blended whiskeyFood & Beverages8.45×
11Irish whiskeyFood & Beverages7.20×
12Tennessee whiskeyFood & Beverages7.10×
13Scotch whiskyFood & Beverages6.32×
14Hospitality serviceTravel & Leisure5.33×
15RumFood & Beverages5.25×
16Bourbon whiskeyFood & Beverages4.74×
17WhiskyFood & Beverages3.84×
18AlcoholFood & Beverages3.07×
19Alcoholic beveragesFood & Beverages1.68×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Chivas Regal audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Chivas Regal audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.51×
Pet OwnershipJOY1.47×
Luxury OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Chivas Regal audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.00×
CreativityOPEN1.02×
Community OrientationOPEN1.05×
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 Chivas Regal 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/chivas-regal-1804” · Methodology