Rascasse Audience Intelligence

Glenfiddich Target Market in United States

Glenfiddich has an estimated audience of 1.3M people in United States.

#32among Spirits in United States
#2118among brands in United States#1149in Food & Beverages

The average Glenfiddich fan in United States is 38.6 years old, more male, and lives primarily in California.

By number of fans, Glenfiddich ranks #32 among the 336 objects in Spirits in United States — 1.7× the group median.

Its fans are 0.7 years younger than the group average of 39.3.

Women make up 40.0% of the fan base, 3.3 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, Glenfiddich fans stand out for their interest in Summer house, Canadian whisky and Moray.

Most fans live in California, New York, Florida.

Top affinities include Summer house, Aperol, Laphroaig distillery, with strongest over-indexing on Summer house (94.44× the country average).

Demographically, the Glenfiddich audience skews more male with an average age of 38.6, and over-indexes on personality traits such as Quality Awareness, Luxury Orientation.

The typical Glenfiddich fan in United States is more male, around 38.6 years old, with strong Quality Awareness tendencies and a notable affinity for Summer house.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.3M
in United States
Gender
40.0%♀
60.0% male
Age
38.6
average years
Country rank
#19249
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 Glenfiddich

40.0% are female, 60.0% are male, average age 38.6.

Fig. 02

Gender split

40.0%
Female
60.0%
Male
Demographic split for Glenfiddich audience in United States
MetricValue
Female40.0%
Male60.0%
Average age38.6
Estimated audience size1.3M
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Glenfiddich audience in United States
Age bracketShare%
16-2416%
25-3427%
35-4423%
45-5420%
55+14%
Fig. 04

Worldwide distribution

17.9%

of the worldwide Glenfiddich audience comes from United States.

Worldwide audience distribution share by country for Glenfiddich
CountryShare
United States17.9%
India16.3%
United Kingdom7.8%
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

Glenfiddich customers by region in United States
#RegionReachAffinity×
01New York~100K1.54×
02New Jersey~60K1.53×
03Washington, District of Columbia~4K1.42×
04Florida~100K1.38×
05Maryland~30K1.31×
06Texas~100K1.25×
07Alaska~4K1.24×
08California~200K1.23×
09Illinois~60K1.23×
10Washington~40K1.23×
11Nevada~20K1.23×
12Virginia~40K1.22×
13Massachusetts~30K1.22×
14Michigan~50K1.12×
15Connecticut~20K1.11×
16Oregon~20K1.07×
17Delaware~4K1.05×
18Hawaii~6K1.04×
19Georgia~50K1.03×
20Kansas~10K1.02×
21New Hampshire~5K1.02×
22Pennsylvania~50K1.01×
23Colorado~20K1.01×
24Maine~6K1.01×
25Missouri~20K0.99×
26North Carolina~40K0.97×
27Rhode Island~4K0.94×
28Vermont~2K0.93×
29Arizona~30K0.92×
30Idaho~7K0.92×
31Indiana~20K0.90×
32Arkansas~10K0.89×
33South Dakota~3K0.89×
34Oklahoma~10K0.87×
35Montana~4K0.87×
36Ohio~40K0.86×
37Tennessee~20K0.86×
38Minnesota~20K0.86×
39Utah~10K0.86×
40Nebraska~7K0.86×
41North Dakota~3K0.86×
42Iowa~10K0.85×
43Wisconsin~20K0.82×
44Alabama~20K0.82×
45West Virginia~6K0.81×
46New Mexico~7K0.80×
47South Carolina~20K0.79×
48Kentucky~10K0.77×
49Louisiana~10K0.76×
50Mississippi~9K0.75×
Fig. 06

Affinity by region

Affinity by region — Glenfiddich, United States
0.75×1.00×1.54×
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 Glenfiddich audience vs. the country average
#·InterestCategoryAffinity×
01Summer houseTravel & Leisure94.44×
02AperolFood & Beverages81.63×
03Laphroaig distilleryFood & Beverages75.77×
04Canadian whiskyFood & Beverages64.91×
05MorayTravel & Leisure59.23×
06Moscow muleFood & Beverages55.20×
07Dewar'sFood & Beverages47.06×
08Chivas RegalFood & Beverages43.32×
09CourvoisierFood & Beverages42.57×
10GlenmorangieFood & Beverages41.77×
11Single malt scotchFood & Beverages27.62×
12The Macallan distilleryFood & Beverages20.03×
13Scotch whiskyFood & Beverages15.24×
14CognacFood & Beverages14.01×
15Blended whiskeyFood & Beverages13.28×
16Country Music Association AwardsMusic & Radio12.60×
17Single malt whiskyFood & Beverages11.94×
18Iced teaFood & Beverages10.21×
19Total Wine & MoreFood & Beverages8.98×
20MenardsHome & Garden4.10×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Glenfiddich audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Glenfiddich audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.15×
Luxury OrientationPREMIUM1.88×
PatriotismCONSERVATISM1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Glenfiddich audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.84×
CreativityOPEN0.86×
Family OrientationCONSERVATISM0.89×
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 Glenfiddich 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/glenfiddich-21688” · Methodology