A data profile of the people who buy, follow and care about Whisky in Brazil — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 4,758,377 people in Brazil.
The average Whisky fan in Brazil is 40.4 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Scotch whisky, Chivas Regal, Blended whiskey, with strongest over-indexing on Scotch whisky (5.7× the country average).
Demographically, the Whisky audience skews balanced with an average age of 40.4, and over-indexes on personality traits such as Price Sensitivity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Whisky fan in Brazil is balanced, around 40.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Scotch whisky.
The key figures that characterise the Whisky profile in Brazil.
51.1% are female, 48.9% are male, average age 40.4.
| Metric | Value |
|---|---|
| Female | 51.1% |
| Male | 48.9% |
| Average age | 40.4 |
| Estimated audience size | 4,758,377 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 19% | |
| 50+ | 22% |
of the worldwide Whisky audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
Where the Whisky audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sergipe | ~70K | 1.43× | |
| 02 | Pernambuco | ~300K | 1.37× | |
| 03 | Alagoas | ~90K | 1.31× | |
| 04 | Maranhão | ~200K | 1.28× | |
| 05 | Bahia | ~400K | 1.25× | |
| 06 | Paraíba | ~100K | 1.24× | |
| 07 | Tocantins | ~40K | 1.24× | |
| 08 | Piauí | ~80K | 1.19× | |
| 09 | Goiás | ~200K | 1.09× | |
| 10 | Mato Grosso | ~90K | 1.02× | |
| 11 | Rio Grande do Norte | ~80K | 0.98× | |
| 12 | Minas Gerais | ~500K | 0.97× | |
| 13 | Federal District | ~80K | 0.96× | |
| 14 | Rio de Janeiro | ~400K | 0.95× | |
| 15 | Pará | ~100K | 0.95× | |
| 16 | Mato Grosso do Sul | ~70K | 0.94× | |
| 17 | Rio Grande do Sul | ~300K | 0.90× | |
| 18 | Espírito Santo | ~90K | 0.89× | |
| 19 | Rondônia | ~30K | 0.88× | |
| 20 | Ceará | ~200K | 0.86× | |
| 21 | Santa Catarina | ~200K | 0.83× | |
| 22 | Roraima | ~10K | 0.82× | |
| 23 | Acre | ~10K | 0.80× | |
| 24 | São Paulo | ~1M | 0.79× | |
| 25 | Amapá | ~10K | 0.76× | |
| 26 | Paraná | ~200K | 0.75× | |
| 27 | Amazonas | ~50K | 0.63× |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chivas Regal | Food & Beverages | 8.55× | ||
| 02 | Blended whiskey | Food & Beverages | 8.44× | ||
| 03 | Tennessee whiskey | Food & Beverages | 6.20× | ||
| 04 | Johnnie Walker | Food & Beverages | 6.18× | ||
| 05 | Jack Daniel's | Food & Beverages | 5.77× | ||
| 06 | Tanqueray | Food & Beverages | 5.71× | ||
| 07 | Scotch whisky | Food & Beverages | 5.70× | ||
| 08 | Ballantine's | Food & Beverages | 5.56× | ||
| 09 | Bourbon whiskey | Food & Beverages | 5.20× | ||
| 10 | Campari | Food & Beverages | 4.65× | ||
| 11 | Cyber Monday | Shopping | 4.07× | ||
| 12 | Wine cellar | Food & Beverages | 3.70× | ||
| 13 | Edu Guedes | Food & Beverages | 3.59× | ||
| 14 | Champagne | Food & Beverages | 3.44× | ||
| 15 | Gin | Food & Beverages | 3.08× | ||
| 16 | Wine tasting | Food & Beverages | 2.75× | ||
| 17 | Red wine | Food & Beverages | 2.50× | ||
| 18 | Brewing | Food & Beverages | 2.35× | ||
| 19 | Brewery | Food & Beverages | 2.03× | ||
| 20 | Distilled beverage | Food & Beverages | 2.00× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.65× | |
| Indulgence | JOY | 1.54× | |
| Patriotism | CONSERVATISM | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.69× | |
| Individualism | JOY | 0.72× | |
| Tradition | CONSERVATISM | 0.78× |
Whisky has an estimated audience of 4,758,377 people in Brazil, concentrated in São Paulo and Minas Gerais.
51.1% of Whisky fans are female, 48.9% are male, with an average age of 40.4 years.
Whisky fans show strongest brand affinity for Scotch whisky (5.7×), Chivas Regal (8.55×), and Blended whiskey (8.44×) over the country average.
Whisky fans in Brazil are most concentrated in São Paulo (reach ~1M), Minas Gerais (reach ~500K), and Rio de Janeiro (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Whisky itself, the audience over-indexes on Chivas Regal (8.55×), Blended whiskey (8.44×), Cyber Monday (4.07×), and Distilled beverage (2×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil 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 Brazil. 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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