Rascasse Audience Intelligence

Glenmorangie Target Market in Germany

A data profile of the people who buy, follow and care about Glenmorangie in Germany — modelled from more than twelve digital signal sources. Glenmorangie has an estimated audience of 280,237 people in Germany.

#26among Spirits in Germany#2313among Brand in Germany#882in Food & Beverages

The average Glenmorangie fan in Germany is 40.4 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 whiskey, Single malt whisky, The Glenlivet distillery, with strongest over-indexing on Blended whiskey (22.75× the country average).

Demographically, the Glenmorangie audience skews more male with an average age of 40.4, and over-indexes on personality traits such as Indulgence, Patriotism.

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

The typical Glenmorangie fan in Germany is more male, around 40.4 years old, with strong Indulgence tendencies and a notable affinity for Blended whiskey.

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 Glenmorangie profile in Germany.

Audience size
280K
in Germany
Gender
36.9%♀
63.1% male
Age
40.4
average years
Country rank
#18232
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Glenmorangie

36.9% are female, 63.1% are male, average age 40.4.

Fig. 02

Gender split

36.9%
Female
63.1%
Male
Demographic split for Glenmorangie audience in Germany
MetricValue
Female36.9%
Male63.1%
Average age40.4
Estimated audience size280,237
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Glenmorangie audience in Germany
Age bracketShare%
16-1911%
20-2923%
30-3924%
40-4924%
50+18%
Fig. 04

Worldwide distribution

6.8%

of the worldwide Glenmorangie audience comes from Germany.

Worldwide audience distribution share by country for Glenmorangie
CountryShare
United States24.0%
United Kingdom11.4%
Japan7.7%
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 Glenmorangie audience in Germany is strongest.

Fig. 05

Top regions by affinity

Glenmorangie customers by region in Germany
#RegionReachAffinity×
01Hamburg~8K1.25×
02Hessen~20K1.08×
03Schleswig-Holstein~10K1.07×
04Sachsen~10K1.06×
05Berlin~10K1.03×
06Nordrhein-Westfalen~60K1.02×
07Niedersachsen~30K1.01×
08Rheinland-Pfalz~10K1.00×
09Saarland~3K0.99×
10Bayern~40K0.97×
11Sachsen-Anhalt~7K0.97×
12Thüringen~7K0.97×
13Mecklenburg-Vorpommern~5K0.93×
14Baden-Württemberg~40K0.92×
15Brandenburg~8K0.91×
16Bremen~2K0.90×
Fig. 06

Affinity by region

Affinity by region — Glenmorangie, Germany
0.90×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Glenmorangie audience
#·InterestCategoryAffinity×
01The Glenlivet distilleryFood & Beverages51.27×
02Woodford ReserveFood & Beverages47.41×
03GlenfiddichFood & Beverages35.14×
04Small batch whiskeyFood & Beverages32.37×
05Talisker distilleryFood & Beverages32.19×
06Rye whiskeyFood & Beverages22.78×
07Blended whiskeyFood & Beverages22.75×
08Straight whiskeyFood & Beverages22.28×
09Single malt scotchFood & Beverages21.12×
10American whiskeyFood & Beverages20.71×
11Jim BeamFood & Beverages20.70×
12Jameson Irish WhiskeyFood & Beverages19.75×
13Single malt whiskyFood & Beverages18.49×
14HennessyFood & Beverages17.67×
15Johnnie WalkerFood & Beverages16.84×
16Irish whiskeyFood & Beverages13.63×
17Bourbon whiskeyFood & Beverages13.50×
18Tennessee whiskeyFood & Beverages12.50×
19Scotch whiskyFood & Beverages9.32×
20WhiskyFood & Beverages8.89×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Glenmorangie 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 Glenmorangie audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.33×
PatriotismCONSERVATISM2.21×
SpiritualityBALANCE1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Glenmorangie audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.14×
IndividualismJOY1.15×
Design AffinityPREMIUM1.27×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Glenmorangie's target market in Germany?

Glenmorangie's target market in Germany covers an estimated 280,237 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Glenmorangie customers?

36.9% of the Glenmorangie audience are female, 63.1% are male, with an average age of 40.4 years.

03

Which brands do Glenmorangie fans like most?

Glenmorangie fans show strongest brand affinity for Blended whiskey (22.75×), Single malt whisky (18.49×), and The Glenlivet distillery (51.27×) over the country average.

04

Where do Glenmorangie fans live in Germany?

Glenmorangie fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~40K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Glenmorangie fans also like?

Beyond Glenmorangie itself, the audience over-indexes on Single malt whisky (18.49×), The Glenlivet distillery (51.27×), Small batch whiskey (32.37×), and Glenfiddich (35.14×) 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 Glenmorangie audiences in other countries

How to read this data

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