Rascasse Audience Intelligence

American whiskey Audience in Germany

A data profile of the people who buy, follow and care about American whiskey in Germany — modelled from more than twelve digital signal sources. American whiskey has an estimated audience of 477,638 people in Germany.

#27among Alcohol in Germany#4789among Topic in Germany#592in Food & Beverages

The average American whiskey fan in Germany is 41.8 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Whisky, Redbreast (whiskey), Bourbon whiskey, with strongest over-indexing on Whisky (14.14× the country average).

Demographically, the American whiskey audience skews more male with an average age of 41.8, and over-indexes on personality traits such as Patriotism, Risk Appetite.

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

The typical American whiskey fan in Germany is more male, around 41.8 years old, with strong Patriotism tendencies and a notable affinity for Whisky.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

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 American whiskey profile in Germany.

Audience size
478K
in Germany
Gender
31.3%♀
68.7% male
Age
41.8
average years
Country rank
#12203
Topic in Germany
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of American whiskey fans

31.3% are female, 68.7% are male, average age 41.8.

Fig. 02

Gender split

31.3%
Female
68.7%
Male
Demographic split for American whiskey audience in Germany
MetricValue
Female31.3%
Male68.7%
Average age41.8
Estimated audience size477,638
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the American whiskey audience in Germany
Age bracketShare%
16-1913%
20-2916%
30-3923%
40-4926%
50+22%
Fig. 04

Worldwide distribution

4.3%

of the worldwide American whiskey audience comes from Germany.

Worldwide audience distribution share by country for American whiskey
CountryShare
United States46.2%
Japan12.4%
United Kingdom5.1%
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 American whiskey audience in Germany is strongest.

Fig. 05

Top regions by affinity

American whiskey fans by region: top regions in Germany
#RegionReachAffinity×
01Thüringen~20K1.39×
02Bremen~5K1.23×
03Sachsen~30K1.16×
04Saarland~6K1.09×
05Mecklenburg-Vorpommern~10K1.07×
06Brandenburg~20K1.06×
07Sachsen-Anhalt~10K1.01×
08Hamburg~10K1.01×
09Berlin~20K0.89×
10Schleswig-Holstein~10K0.87×
11Rheinland-Pfalz~20K0.85×
12Niedersachsen~40K0.84×
13Hessen~30K0.84×
14Bayern~60K0.83×
15Nordrhein-Westfalen~90K0.82×
16Baden-Württemberg~50K0.80×
Fig. 06

Affinity by region

Affinity by region — American whiskey, Germany
0.80×1.00×1.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for American whiskey audience
#·InterestCategoryAffinity×
01Bourbon StreetTravel & Leisure38.41×
02KentuckyTravel & Leisure31.17×
03Redbreast (whiskey)Food & Beverages22.88×
04Rye whiskeyFood & Beverages22.45×
05Straight whiskeyFood & Beverages20.18×
06Tennessee whiskeyFood & Beverages16.03×
07Bourbon whiskeyFood & Beverages14.92×
08Malt whiskyFood & Beverages14.29×
09WhiskyFood & Beverages14.14×
10Single malt whiskyFood & Beverages13.33×
11Blended whiskeyFood & Beverages12.50×
12BrewingFood & Beverages6.52×
13Distilled beverageFood & Beverages5.38×
14FielmannHealth4.60×
15AutoScout24Cars & Mobility3.01×
16EBayShopping2.95×
17Netto Marken-DiscountShopping2.85×
18EdekaShopping2.80×
19FC Bayern MunichSports2.06×
20dB’sMusic & Radio1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the American whiskey 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 American whiskey audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.25×
Risk AppetiteTHRILL1.92×
IndulgenceJOY1.88×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by American whiskey audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.96×
Design AffinityPREMIUM1.19×
MindfulnessBALANCE1.20×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does American whiskey have in Germany?

American whiskey has an estimated audience of 477,638 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of American whiskey fans?

31.3% of American whiskey fans are female, 68.7% are male, with an average age of 41.8 years.

03

Which brands do American whiskey fans like most?

American whiskey fans show strongest brand affinity for Whisky (14.14×), Redbreast (whiskey) (22.88×), and Bourbon whiskey (14.92×) over the country average.

04

Where do American whiskey fans live in Germany?

American whiskey fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do American whiskey fans also like?

Beyond American whiskey itself, the audience over-indexes on Redbreast (whiskey) (22.88×), Bourbon whiskey (14.92×), Tennessee whiskey (16.03×), and Kentucky (31.17×) compared to the Germany average.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See American whiskey audiences in other countries

How to read this data

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