Rascasse Audience Intelligence

Drinking Audience in Germany

A data profile of the people who buy, follow and care about Drinking in Germany — modelled from more than twelve digital signal sources. Drinking has an estimated audience of 4,320,392 people in Germany.

#827among Topic in Germany#72in Food & Beverages

The average Drinking fan in Germany is 38.0 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Homebrewing, White wine, Pandora, with strongest over-indexing on Homebrewing (8.41× the country average).

Demographically, the Drinking audience skews balanced with an average age of 38.0, and over-indexes on personality traits such as Indulgence, Quality Awareness.

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

The typical Drinking fan in Germany is balanced, around 38.0 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 Drinking profile in Germany.

Audience size
4.3M
in Germany
Gender
54.3%♀
45.7% male
Age
38.0
average years
Country rank
#1337
Topic in Germany
Fig. 01

Search interest · 12-month trend

+72%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Drinking fans

54.3% are female, 45.7% are male, average age 38.0.

Fig. 02

Gender split

54.3%
Female
45.7%
Male
Demographic split for Drinking audience in Germany
MetricValue
Female54.3%
Male45.7%
Average age38.0
Estimated audience size4,320,392
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the Drinking audience in Germany
Age bracketShare%
16-1921%
20-2921%
30-3920%
40-4921%
50+16%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Drinking audience comes from Germany.

Worldwide audience distribution share by country for Drinking
CountryShare
United States21.1%
Japan12.2%
Italy6.0%
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 Drinking audience in Germany is strongest.

Fig. 05

Top regions by affinity

Drinking fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~400K2.32×
02Hamburg~100K1.40×
03Hessen~400K1.13×
04Bayern~700K1.05×
05Brandenburg~100K1.04×
06Sachsen-Anhalt~100K1.02×
07Thüringen~100K1.00×
08Bremen~40K0.98×
09Sachsen~200K0.94×
10Baden-Württemberg~600K0.93×
11Rheinland-Pfalz~200K0.91×
12Mecklenburg-Vorpommern~70K0.89×
13Nordrhein-Westfalen~800K0.87×
14Schleswig-Holstein~100K0.86×
15Niedersachsen~300K0.81×
16Saarland~40K0.81×
Fig. 06

Affinity by region

Affinity by region — Drinking, Germany
0.81×1.00×2.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Drinking audience
#·InterestCategoryAffinity×
01HomebrewingFood & Beverages8.41×
02Draught beerFood & Beverages5.94×
03White wineFood & Beverages5.81×
04Malt whiskyFood & Beverages5.31×
05PandoraFashion & Accessoires4.00×
06Beer festivalFood & Beverages3.70×
07ChampagneFood & Beverages3.62×
08NintendoGames3.56×
09GinFood & Beverages3.00×
10CocktailFood & Beverages2.91×
11Flowering plantHome & Garden2.77×
12Motorcycle helmetCars & Mobility2.65×
13Robert RedfordMovies & TV2.39×
14SkyscannerTravel & Leisure2.38×
15HugendubelShopping1.98×
16WineFood & Beverages1.93×
17Fast foodFood & Beverages1.92×
18Distilled beverageFood & Beverages1.79×
19BeerFood & Beverages1.65×
20House musicMusic & Radio1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Drinking 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 Drinking audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.79×
Quality AwarenessPREMIUM1.59×
Luxury OrientationPREMIUM1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Drinking audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.91×
Family OrientationCONSERVATISM0.96×
IndividualismJOY0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Drinking have in Germany?

Drinking has an estimated audience of 4,320,392 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Drinking fans?

54.3% of Drinking fans are female, 45.7% are male, with an average age of 38.0 years.

03

Which brands do Drinking fans like most?

Drinking fans show strongest brand affinity for Homebrewing (8.41×), White wine (5.81×), and Pandora (4×) over the country average.

04

Where do Drinking fans live in Germany?

Drinking fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Drinking fans also like?

Beyond Drinking itself, the audience over-indexes on White wine (5.81×), Pandora (4×), Cocktail (2.91×), and Draught beer (5.94×) 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 Drinking audiences in other countries

How to read this data

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