At 0.95, Founders Brewing Co. sits in a class of its own — the gap between it and the next neighbor is nearly seven points, a structural spike that sets it apart from the rest of the top 10.

Similarity here measures how closely two entities' audiences resemble each other in composition. Founders' score of 0.95 is the clearest signal in the set. After that, the neighbor list fans out across a notably cross-kind mix: only two other breweries appear in the top 10 — Southern Tier Beer at 0.86 and Oskar Blues Brewery at 0.85 — alongside the alcohol-adjacent app Untappd at 0.87. The remaining six neighbors are all Celebrities and Influencers, spanning TV Personalities (Kenny Mayne at 0.89, Ryen Russillo at 0.86), Journalists (John Buccigross at 0.86, Field Yates at 0.85), a Professionals entry (Matthew Berry at 0.86), and one Musicians and Bands entry (Dave Matthews Band at 0.84). The dominant thread among the non-brewery neighbors is sports media — TV personalities and journalists associated with sports coverage — which shapes the audience profile as much as the craft beer cluster does.

The spike toward Founders, combined with a surrounding field of sports-media figures, suggests Bell's Brewery's audience is defined by a tight peer overlap with one fellow Midwest brewery and a broader affinity with the sports-media-consuming public.