Rascasse Audience Intelligence

Monkey Shoulder Target Market in Australia

A data profile of the people who buy, follow and care about Monkey Shoulder in Australia — modelled from more than twelve digital signal sources. Monkey Shoulder has an estimated audience of 56,073 people in Australia.

#53among Spirits in Australia#2404among Brand in Australia#1485in Food & Beverages

Monkey Shoulder has an estimated audience of 56,073 people in Australia. 30.8% are female, 69.2% are male, average age 42.7. Top brand affinities: Glenfiddich, Malt whisky, Blended malt whisky, Single malt scotch, Cognac.

Top brand affinities include Glenfiddich, Malt whisky, Blended malt whisky, with strongest over-indexing on Glenfiddich (32.62× the country average).

Demographically, the Monkey Shoulder audience skews more male with an average age of 42.7, and over-indexes on personality traits such as Indulgence, Quality Awareness.

The typical Monkey Shoulder fan in Australia is more male, around 42.7 years old, with strong Indulgence tendencies and a notable affinity for Glenfiddich.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-09-29.

Section 01

At a glance

The key figures that characterise the Monkey Shoulder profile in Australia.

Audience size
56K
in Australia
Gender
30.8%♀
69.2% male
Age
42.7
average years
Country rank
#26587
Brand in Australia
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Monkey Shoulder

30.8% are female, 69.2% are male, average age 42.7.

Fig. 02

Gender split

30.8%
Female
69.2%
Male
Demographic split for Monkey Shoulder audience in Australia
MetricValue
Female30.8%
Male69.2%
Average age42.7
Estimated audience size56,073
Fig. 03

Age distribution

Ø 42.7
average years
Age distribution of the Monkey Shoulder audience in Australia
Age bracketShare%
16-199%
20-2920%
30-3922%
40-4921%
50+27%
Fig. 04

Worldwide distribution

2.6%

of the worldwide Monkey Shoulder audience comes from Australia.

Worldwide audience distribution share by country for Monkey Shoulder
CountryShare
India20.3%
Turkey8.7%
United Kingdom6.8%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Monkey Shoulder audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Monkey Shoulder audience
#·InterestCategoryAffinity×
01Blended malt whiskyFood & Beverages40.23×
02GlenfiddichFood & Beverages32.62×
03Single malt scotchFood & Beverages18.60×
04CognacFood & Beverages16.98×
05Malt whiskyFood & Beverages14.87×
06Grey Goose (vodka)Food & Beverages12.54×
07HennessyFood & Beverages11.37×
08Irish whiskeyFood & Beverages9.74×
09Single malt whiskyFood & Beverages8.59×
10Jim BeamFood & Beverages7.60×
11Johnnie WalkerFood & Beverages6.76×
12CigarFood & Beverages6.58×
13Tom WellingMovies & TV5.11×
14WhiskyFood & Beverages3.59×
15Bruce WillisMovies & TV3.31×
16Dan Murphy'sFood & Beverages2.11×
17InnovationBusiness & Career2.04×
18WineryFood & Beverages2.02×
19BrewingFood & Beverages2.01×
20CocktailFood & Beverages1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Monkey Shoulder audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Monkey Shoulder audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.57×
Quality AwarenessPREMIUM1.46×
Luxury OrientationPREMIUM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Monkey Shoulder audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.76×
MindfulnessBALANCE0.78×
Price SensitivityPREMIUM0.79×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in Australia who actively search for Monkey Shoulder. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.

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