A data profile of the people who buy, follow and care about Whisky in Australia — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 2,655,754 people in Australia.
The average Whisky fan in Australia is 43.5 years old, more male, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Dan Murphy's, Caitriona Balfe, Distilled beverage, with strongest over-indexing on Dan Murphy's (2.02× the country average).
Demographically, the Whisky audience skews more male with an average age of 43.5, and over-indexes on personality traits such as Patriotism, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Whisky fan in Australia is more male, around 43.5 years old, with strong Patriotism tendencies and a notable affinity for Dan Murphy's.
The key figures that characterise the Whisky profile in Australia.
44.3% are female, 55.7% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 44.3% |
| Male | 55.7% |
| Average age | 43.5 |
| Estimated audience size | 2,655,754 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 29% |
of the worldwide Whisky audience comes from Australia.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
Where the Whisky audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~90K | 1.53× | |
| 02 | Victoria | ~800K | 1.01× | |
| 03 | South Australia | ~200K | 0.94× | |
| 04 | Queensland | ~600K | 0.92× | |
| 05 | Northern Territory | ~20K | 0.92× | |
| 06 | Western Australia | ~300K | 0.91× | |
| 07 | Australian Capital Territory | ~50K | 0.91× | |
| 08 | New South Wales | ~800K | 0.88× |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Caitriona Balfe | Fashion & Accessoires | 6.19× | ||
| 02 | Ostinato | Music & Radio | 4.88× | ||
| 03 | Malt whisky | Food & Beverages | 4.46× | ||
| 04 | Blended whiskey | Food & Beverages | 4.18× | ||
| 05 | Single malt whisky | Food & Beverages | 3.63× | ||
| 06 | Scotch whisky | Food & Beverages | 3.24× | ||
| 07 | Bourbon whiskey | Food & Beverages | 2.89× | ||
| 08 | Distillation | Health | 2.57× | ||
| 09 | Malt | Food & Beverages | 2.52× | ||
| 10 | Liquorland | Shopping | 2.03× | ||
| 11 | Dan Murphy's | Food & Beverages | 2.02× | ||
| 12 | Scotland | Travel & Leisure | 1.94× | ||
| 13 | Gin | Food & Beverages | 1.85× | ||
| 14 | The Guardian | News | 1.83× | ||
| 15 | Drinking | Food & Beverages | 1.81× | ||
| 16 | Brewing | Food & Beverages | 1.70× | ||
| 17 | Wine & Spirits | Food & Beverages | 1.64× | ||
| 18 | Distilled beverage | Food & Beverages | 1.57× | ||
| 19 | R. M. Williams | Business & Career | 1.55× | ||
| 20 | Brewery | Food & Beverages | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.34× | |
| Convenience Orientation | PREMIUM | 1.34× | |
| Indulgence | JOY | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.00× | |
| Price Sensitivity | PREMIUM | 1.00× | |
| Mindfulness | BALANCE | 1.01× |
Whisky has an estimated audience of 2,655,754 people in Australia, concentrated in New South Wales and Victoria.
44.3% of Whisky fans are female, 55.7% are male, with an average age of 43.5 years.
Whisky fans show strongest brand affinity for Dan Murphy's (2.02×), Caitriona Balfe (6.19×), and Distilled beverage (1.57×) over the country average.
Whisky fans in Australia are most concentrated in New South Wales (reach ~800K), Victoria (reach ~800K), and Queensland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Whisky itself, the audience over-indexes on Caitriona Balfe (6.19×), Distilled beverage (1.57×), Scotch whisky (3.24×), and Liquorland (2.03×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Whisky. 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.
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.
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