Bourbon whiskey Audience in Germany
Bourbon whiskey has an estimated audience of 1,865,926 people in Germany. 34.6% are female, 65.4% are male, average age 38.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Whisky, Tennessee whiskey, Redbreast (whiskey), Blended whiskey, Straight whiskey.
The average Bourbon whiskey fan in Germany is 38.2 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, Tennessee whiskey, Redbreast (whiskey), with strongest over-indexing on Whisky (8.57× the country average). Demographically, the Bourbon whiskey audience skews more male with an average age of 38.2, and over-indexes on personality traits such as Indulgence, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic · Subtype: Alcohol
Demographics of Bourbon whiskey fans
| Metric | Value |
|---|---|
| Female | 34.6% |
| Male | 65.4% |
| Average age | 38.2 |
| Estimated audience size | 1,865,926 |
Audience persona
The typical Bourbon whiskey fan in Germany is more male, around 38.2 years old, with strong Indulgence tendencies and a notable affinity for Whisky.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 407,398 | 1× |
| Bayern | 348,320 | 1.16× |
| Baden-Württemberg | 265,011 | 1.04× |
| Niedersachsen | 178,034 | 0.98× |
| Hessen | 159,824 | 1.12× |
| Berlin | 117,734 | 1.41× |
| Rheinland-Pfalz | 98,133 | 1.05× |
| Sachsen | 84,406 | 0.92× |
| Schleswig-Holstein | 63,858 | 0.95× |
| Hamburg | 58,532 | 1.39× |
| Brandenburg | 47,060 | 0.81× |
| Thüringen | 38,825 | 0.82× |
| Sachsen-Anhalt | 38,415 | 0.79× |
| Mecklenburg-Vorpommern | 26,448 | 0.74× |
| Saarland | 21,611 | 0.94× |
| Bremen | 13,711 | 0.86× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Whisky | 8.57× | Food & Beverages |
| Tennessee whiskey | 12.85× | Food & Beverages |
| Redbreast (whiskey) | 14.85× | Food & Beverages |
| Blended whiskey | 11.09× | Food & Beverages |
| Straight whiskey | 16.11× | Food & Beverages |
| Scotch whisky | 9.24× | Food & Beverages |
| Single malt whisky | 9.48× | Food & Beverages |
| Vodka | 7.86× | Food & Beverages |
| American whiskey | 15.01× | Food & Beverages |
| Edeka | 2.39× | Shopping |
| Kentucky | 17.33× | Travel & Leisure |
| Rum | 6.63× | Food & Beverages |
| Germany | 1.57× | Travel & Leisure |
| EBay | 2.19× | Shopping |
| Gin | 5.13× | Food & Beverages |
| Malt whisky | 9× | Food & Beverages |
| Alcohol | 4.94× | Food & Beverages |
| Consumer electronics | 1.53× | Technology & Electronics |
| Small batch whiskey | 13.23× | Food & Beverages |
| Irish whiskey | 7.99× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.56 |
| Early Adopter Mentality | POWER | 1.11 |
| Sports Activity | POWER | 1.09 |
| Need for Security | CONSERVATISM | 1.09 |
| Luxury Orientation | PREMIUM | 1.09 |
| DIY Mentality | THRILL | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 37.6% |
| Japan | 13.0% |
| United Kingdom | 4.2% |
See Bourbon whiskey audiences in other countries
More Alcohol audiences in Germany
- Beer (10,287,936)
- Whisky (4,218,913)
- Gin (3,170,714)
- Rum (2,252,801)
- Scotch whisky (1,922,741)
Frequently asked questions
How many fans does Bourbon whiskey have in Germany?
Bourbon whiskey has an estimated audience of 1,865,926 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Bourbon whiskey fans?
34.6% of Bourbon whiskey fans are female, 65.4% are male, with an average age of 38.2 years.
Which brands do Bourbon whiskey fans like most?
Bourbon whiskey fans show strongest brand affinity for Whisky (8.57×), Tennessee whiskey (12.85×), and Redbreast (whiskey) (14.85×) over the country average.
Where do Bourbon whiskey fans live in Germany?
Bourbon whiskey fans in Germany are most concentrated in Nordrhein-Westfalen (reach 407,398), Bayern (reach 348,320), and Baden-Württemberg (reach 265,011). These three regions account for the largest share of the active audience.
What other brands do Bourbon whiskey fans also like?
Beyond Bourbon whiskey itself, the audience over-indexes on Tennessee whiskey (12.85×), Redbreast (whiskey) (14.85×), Blended whiskey (11.09×), and Straight whiskey (16.11×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Bourbon 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.