Irish whiskey Audience in Germany
Irish whiskey has an estimated audience of 1,181,595 people in Germany. 40.2% are female, 59.8% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Redbreast (whiskey), Don Julio, Bushmills, Kitchen utensil, Sustainable architecture.
The average Irish whiskey fan in Germany is 39.6 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Redbreast (whiskey), Don Julio, Bushmills, with strongest over-indexing on Redbreast (whiskey) (73.34× the country average). Demographically, the Irish whiskey audience skews more male with an average age of 39.6, 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 Irish whiskey fans
| Metric | Value |
|---|---|
| Female | 40.2% |
| Male | 59.8% |
| Average age | 39.6 |
| Estimated audience size | 1,181,595 |
Audience persona
The typical Irish whiskey fan in Germany is more male, around 39.6 years old, with strong Indulgence tendencies and a notable affinity for Redbreast (whiskey).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 261,314 | 1.01× |
| Bayern | 214,344 | 1.13× |
| Baden-Württemberg | 157,219 | 0.98× |
| Niedersachsen | 124,538 | 1.09× |
| Hessen | 100,674 | 1.12× |
| Berlin | 66,450 | 1.26× |
| Rheinland-Pfalz | 54,713 | 0.92× |
| Sachsen | 54,195 | 0.94× |
| Schleswig-Holstein | 41,849 | 0.99× |
| Brandenburg | 35,670 | 0.97× |
| Hamburg | 33,551 | 1.26× |
| Sachsen-Anhalt | 28,054 | 0.92× |
| Thüringen | 26,294 | 0.87× |
| Mecklenburg-Vorpommern | 20,245 | 0.9× |
| Saarland | 10,377 | 0.72× |
| Bremen | 9,567 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Redbreast (whiskey) | 73.34× | Food & Beverages |
| Don Julio | 60.42× | Food & Beverages |
| Bushmills | 78.9× | Food & Beverages |
| Kitchen utensil | 9.1× | Home & Garden |
| Sustainable architecture | 9.14× | Home & Garden |
| Wild Turkey (bourbon) | 39.15× | Food & Beverages |
| Mixed drink | 15.24× | Food & Beverages |
| Advocaat | 38.76× | Food & Beverages |
| Specialty coffee | 11.06× | Food & Beverages |
| Coffee lovers | 14.77× | Food & Beverages |
| Tullamore Dew | 34.02× | Food & Beverages |
| Jameson Irish Whiskey | 18.26× | Food & Beverages |
| Small batch whiskey | 16.21× | Food & Beverages |
| Malt whisky | 10.5× | Food & Beverages |
| Coors Light | 33.51× | Food & Beverages |
| Beauty | 1.78× | Beauty & Wellness |
| Hosiery | 4.61× | Fashion & Accessoires |
| Bella Italia | 10.55× | Food & Beverages |
| Miller Lite | 30.08× | Food & Beverages |
| Baccarat (company) | 9.06× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.71 |
| Early Adopter Mentality | POWER | 1.45 |
| Travelling | THRILL | 1.33 |
| Luxury Orientation | PREMIUM | 1.3 |
| Convenience Orientation | PREMIUM | 1.29 |
| Urban Lifestyle | OPEN | 1.24 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.1% |
| Japan | 17.2% |
| United Kingdom | 5.5% |
See Irish 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 Irish whiskey have in Germany?
Irish whiskey has an estimated audience of 1,181,595 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Irish whiskey fans?
40.2% of Irish whiskey fans are female, 59.8% are male, with an average age of 39.6 years.
Which brands do Irish whiskey fans like most?
Irish whiskey fans show strongest brand affinity for Redbreast (whiskey) (73.34×), Don Julio (60.42×), and Bushmills (78.9×) over the country average.
Where do Irish whiskey fans live in Germany?
Irish whiskey fans in Germany are most concentrated in Nordrhein-Westfalen (reach 261,314), Bayern (reach 214,344), and Baden-Württemberg (reach 157,219). These three regions account for the largest share of the active audience.
What other brands do Irish whiskey fans also like?
Beyond Irish whiskey itself, the audience over-indexes on Don Julio (60.42×), Bushmills (78.9×), Kitchen utensil (9.1×), and Sustainable architecture (9.14×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Irish 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.