Heat demand reduction mitigates the negative consequences of energy use. Recent reduction potential analyses have focused on city or country levels, yet European rural areas also show considerable heat consumption, although they have rarely been investigated. This paper locates the major residential heat consumers in rural areas and identifies the related building types. The case of the rural, pre-alpine Swiss canton (state) of Appenzell Ausserrhoden with 20 municipalities is used for analysis. Its current demand patterns are examined with respect to buildings' construction periods, heating system types and energy carriers. Spatial differences, especially between nucleated (densely settled) villages and dispersed settlements, are observed. Specific final heat demand per heated area and occupant is similar in both settlement types, equalling 0.5 GJ/m2/year and 32 GJ/cap/year. In terms of specific useful heat demand, buildings in nucleated villages consume one-tenth more than in dispersed settlements, and in nucleated villages up to 86% of that heat stems from fossil fuels. Thus, to increase import independence and demand equality, and mitigate climate change, these buildings should be primary targets. The results provide a foundation for creating efficient, evidence-based policy for heat demand reduction in rural municipalities but should be coupled with investigating socio-economic, epistemic and cultural aspects of heat demand.