Rascasse Audience Intelligence

Alcohol Audience in Germany

A data profile of the people who buy, follow and care about Alcohol in Germany — modelled from more than twelve digital signal sources. Alcohol has an estimated audience of 3,279,686 people in Germany.

#1164among Topic in Germany#93in Food & Beverages

The average Alcohol fan in Germany is 38.7 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Homebrewing, Wine tasting, Pandora, with strongest over-indexing on Homebrewing (10.72× the country average).

Demographically, the Alcohol audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Indulgence, Extroversion.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Alcohol fan in Germany is balanced, around 38.7 years old, with strong Indulgence tendencies and a notable affinity for Homebrewing.

Category: Food & Beverages · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Alcohol profile in Germany.

Audience size
3.3M
in Germany
Gender
51.5%♀
48.5% male
Age
38.7
average years
Country rank
#1897
Topic in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Alcohol fans

51.5% are female, 48.5% are male, average age 38.7.

Fig. 02

Gender split

51.5%
Female
48.5%
Male
Demographic split for Alcohol audience in Germany
MetricValue
Female51.5%
Male48.5%
Average age38.7
Estimated audience size3,279,686
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Alcohol audience in Germany
Age bracketShare%
16-1919%
20-2922%
30-3921%
40-4921%
50+17%
Fig. 04

Worldwide distribution

2.0%

of the worldwide Alcohol audience comes from Germany.

Worldwide audience distribution share by country for Alcohol
CountryShare
United States21.9%
Japan9.9%
United Kingdom5.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Alcohol audience in Germany is strongest.

Fig. 05

Top regions by affinity

Alcohol fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~300K1.84×
02Hessen~300K1.38×
03Hamburg~80K1.10×
04Rheinland-Pfalz~200K1.06×
05Bremen~30K1.06×
06Nordrhein-Westfalen~700K1.02×
07Bayern~500K0.99×
08Baden-Württemberg~400K0.97×
09Niedersachsen~300K0.91×
10Saarland~40K0.91×
11Schleswig-Holstein~100K0.88×
12Thüringen~70K0.88×
13Sachsen~100K0.87×
14Brandenburg~90K0.86×
15Mecklenburg-Vorpommern~50K0.86×
16Sachsen-Anhalt~70K0.85×
Fig. 06

Affinity by region

Affinity by region — Alcohol, Germany
0.85×1.00×1.84×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Alcohol audience
#·InterestCategoryAffinity×
01MetaxaFood & Beverages11.22×
02HomebrewingFood & Beverages10.72×
03Wine tastingFood & Beverages5.58×
04Bourbon whiskeyFood & Beverages4.94×
05PandoraFashion & Accessoires4.46×
06White wineFood & Beverages4.37×
07NintendoGames3.77×
08Scotch whiskyFood & Beverages3.59×
09WineryFood & Beverages3.54×
10BrewingFood & Beverages3.48×
11Sparkling wineFood & Beverages3.22×
12Distilled beverageFood & Beverages2.46×
13Tour de FranceSports2.26×
14House musicMusic & Radio1.86×
15BarsTravel & Leisure1.78×
16TransfermarktSports1.77×
17TagesschauMovies & TV1.64×
18HobbyHome & Garden1.61×
19Netto Marken-DiscountShopping1.54×
20RedditInternet & Social Media1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Alcohol 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 Alcohol audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.91×
ExtroversionTHRILL1.18×
TravellingTHRILL1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Alcohol audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.85×
Family OrientationCONSERVATISM0.85×
DIY MentalityTHRILL0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Alcohol have in Germany?

Alcohol has an estimated audience of 3,279,686 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Alcohol fans?

51.5% of Alcohol fans are female, 48.5% are male, with an average age of 38.7 years.

03

Which brands do Alcohol fans like most?

Alcohol fans show strongest brand affinity for Homebrewing (10.72×), Wine tasting (5.58×), and Pandora (4.46×) over the country average.

04

Where do Alcohol fans live in Germany?

Alcohol fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Alcohol fans also like?

Beyond Alcohol itself, the audience over-indexes on Wine tasting (5.58×), Pandora (4.46×), Tagesschau (1.64×), and Metaxa (11.22×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in Germany

See Alcohol audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Alcohol. 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 Germany. 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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