Rascasse Audience Intelligence

Glenfiddich Target Market in Germany

A data profile of the people who buy, follow and care about Glenfiddich in Germany — modelled from more than twelve digital signal sources. Glenfiddich has an estimated audience of 346,959 people in Germany.

#22among Spirits in Germany#1993among Brand in Germany#774in Food & Beverages

The average Glenfiddich fan in Germany is 41.1 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Blended malt whisky, Monkey Shoulder, Japanese whisky, with strongest over-indexing on Blended malt whisky (216.06× the country average).

Demographically, the Glenfiddich audience skews more male with an average age of 41.1, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

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

The typical Glenfiddich fan in Germany is more male, around 41.1 years old, with strong Patriotism tendencies and a notable affinity for Blended malt whisky.

Category: Food & Beverages · Type: Brand · Subtype: Spirits

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 Glenfiddich profile in Germany.

Audience size
347K
in Germany
Gender
33.9%♀
66.1% male
Age
41.1
average years
Country rank
#15621
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Glenfiddich

33.9% are female, 66.1% are male, average age 41.1.

Fig. 02

Gender split

33.9%
Female
66.1%
Male
Demographic split for Glenfiddich audience in Germany
MetricValue
Female33.9%
Male66.1%
Average age41.1
Estimated audience size346,959
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Glenfiddich audience in Germany
Age bracketShare%
16-1910%
20-2920%
30-3925%
40-4926%
50+18%
Fig. 04

Worldwide distribution

4.6%

of the worldwide Glenfiddich audience comes from Germany.

Worldwide audience distribution share by country for Glenfiddich
CountryShare
United States17.9%
India16.3%
United Kingdom7.8%
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 Glenfiddich audience in Germany is strongest.

Fig. 05

Top regions by affinity

Glenfiddich customers by region in Germany
#RegionReachAffinity×
01Hamburg~10K1.27×
02Sachsen~20K1.14×
03Berlin~20K1.08×
04Schleswig-Holstein~10K1.07×
05Nordrhein-Westfalen~80K1.06×
06Niedersachsen~40K1.04×
07Hessen~30K1.04×
08Mecklenburg-Vorpommern~7K1.02×
09Brandenburg~10K1.00×
10Thüringen~9K0.97×
11Bremen~3K0.95×
12Rheinland-Pfalz~20K0.91×
13Sachsen-Anhalt~8K0.90×
14Saarland~4K0.90×
15Baden-Württemberg~40K0.88×
16Bayern~50K0.87×
Fig. 06

Affinity by region

Affinity by region — Glenfiddich, Germany
0.87×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Glenfiddich audience
#·InterestCategoryAffinity×
01American Craft Beer WeekFood & Beverages320.99×
02Blended malt whiskyFood & Beverages216.06×
03MorayTravel & Leisure174.60×
04Monkey ShoulderFood & Beverages173.61×
05Kilchoman distilleryFood & Beverages150.99×
06Single barrel whiskeyFood & Beverages96.94×
07Bruichladdich distilleryFood & Beverages85.22×
08Japanese whiskyFood & Beverages80.46×
09The Glenlivet distilleryFood & Beverages78.49×
10Laphroaig distilleryFood & Beverages74.23×
11Lagavulin distilleryFood & Beverages70.23×
12Islay whiskyFood & Beverages59.18×
13Small batch whiskeyFood & Beverages55.76×
14American whiskeyFood & Beverages48.98×
15Single malt scotchFood & Beverages45.02×
16GlenmorangieFood & Beverages38.10×
17Single malt whiskyFood & Beverages28.76×
18Malt whiskyFood & Beverages26.19×
19Scotch whiskyFood & Beverages23.17×
20Draught beerFood & Beverages20.00×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Glenfiddich 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 Glenfiddich audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.99×
Convenience OrientationPREMIUM1.66×
Need for SecurityCONSERVATISM1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Glenfiddich audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.59×
CreativityOPEN0.71×
SustainabilityBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Glenfiddich's target market in Germany?

Glenfiddich's target market in Germany covers an estimated 346,959 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Glenfiddich customers?

33.9% of the Glenfiddich audience are female, 66.1% are male, with an average age of 41.1 years.

03

Which brands do Glenfiddich fans like most?

Glenfiddich fans show strongest brand affinity for Blended malt whisky (216.06×), Monkey Shoulder (173.61×), and Japanese whisky (80.46×) over the country average.

04

Where do Glenfiddich fans live in Germany?

Glenfiddich fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Glenfiddich fans also like?

Beyond Glenfiddich itself, the audience over-indexes on Monkey Shoulder (173.61×), Japanese whisky (80.46×), Laphroaig distillery (74.23×), and Small batch whiskey (55.76×) compared to the Germany average.

Appendix

Explore more audiences

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

More Spirits audiences in Germany

See Glenfiddich audiences in other countries

How to read this data

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