At 0.81, NCAA March Madness is the single strongest pull in Knob Creek's top 10 — a TV show property sitting above every fellow alcohol brand in the set. That cross-kind lead defines the two-peak structure here: one cluster anchored in college basketball media, the other in bourbon.

The basketball cluster is dense. CBS Sports (0.79) lands just behind Buffalo Trace (0.79), and the sports-media presence continues with Bo Jackson (0.79, Athletes) and journalists Jay Bilas (0.78) and Andy Katz (0.76) — both college basketball voices. The alcohol cluster is equally coherent: Buffalo Trace (0.79), Woodford Reserve (0.79), and Wild Turkey (0.76) are all Alcohol-subcategory brands, placing three direct category peers in the top 10. Rounding out the set, Dos Equis Man (0.75) adds a fourth alcohol brand, and Callaway Golf (0.74, Fitness) introduces a golf-equipment brand as the lone outlier from either cluster.

The subcategory tally across the top 10 — four Alcohol brands, three sports-media or journalism figures, one TV channel, one athlete, one Fitness brand — confirms the two-peak reading: Knob Creek's audience shape is split between bourbon drinkers and college basketball followers, with no meaningful separation between those two groups.