Rascasse Audience Intelligence

Japanese whisky Audience in Germany

A data profile of the people who buy, follow and care about Japanese whisky in Germany — modelled from more than twelve digital signal sources. Japanese whisky has an estimated audience of 283,590 people in Germany.

#40among Alcohol in Germany#6355among Topic in Germany#877in Food & Beverages

The average Japanese whisky fan in Germany is 39.7 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), lime, Whisky, with strongest over-indexing on Redbreast (whiskey) (42.82× the country average).

Demographically, the Japanese whisky audience skews more male with an average age of 39.7, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

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

The typical Japanese whisky fan in Germany is more male, around 39.7 years old, with strong Indulgence tendencies and a notable affinity for Redbreast (whiskey).

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

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 Japanese whisky profile in Germany.

Audience size
284K
in Germany
Gender
31.8%♀
68.2% male
Age
39.7
average years
Country rank
#18063
Topic in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Japanese whisky fans

31.8% are female, 68.2% are male, average age 39.7.

Fig. 02

Gender split

31.8%
Female
68.2%
Male
Demographic split for Japanese whisky audience in Germany
MetricValue
Female31.8%
Male68.2%
Average age39.7
Estimated audience size283,590
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Japanese whisky audience in Germany
Age bracketShare%
16-1916%
20-2921%
30-3921%
40-4923%
50+19%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Japanese whisky audience comes from Germany.

Worldwide audience distribution share by country for Japanese whisky
CountryShare
Japan22.8%
United States19.4%
Taiwan9.2%
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 Japanese whisky audience in Germany is strongest.

Fig. 05

Top regions by affinity

Japanese whisky fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~20K1.44×
02Hamburg~8K1.24×
03Bremen~3K1.18×
04Hessen~20K1.13×
05Bayern~50K1.05×
06Saarland~4K1.04×
07Nordrhein-Westfalen~60K0.95×
08Mecklenburg-Vorpommern~5K0.95×
09Rheinland-Pfalz~10K0.94×
10Thüringen~7K0.94×
11Sachsen-Anhalt~7K0.93×
12Sachsen~10K0.91×
13Baden-Württemberg~30K0.90×
14Brandenburg~8K0.90×
15Schleswig-Holstein~9K0.88×
16Niedersachsen~20K0.80×
Fig. 06

Affinity by region

Affinity by region — Japanese whisky, Germany
0.80×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Japanese whisky audience
#·InterestCategoryAffinity×
01The Whisky ShopShopping77.90×
02Aberlour distilleryFood & Beverages57.91×
03Kilchoman distilleryFood & Beverages56.54×
04Redbreast (whiskey)Food & Beverages42.82×
05limeCars & Mobility42.06×
06Lagavulin distilleryFood & Beverages37.37×
07Islay whiskyFood & Beverages36.01×
08Small batch whiskeyFood & Beverages25.67×
09Straight whiskeyFood & Beverages20.00×
10OakHome & Garden20.00×
11Blended whiskeyFood & Beverages16.27×
12Tennessee whiskeyFood & Beverages15.00×
13MaltFood & Beverages14.76×
14Malt whiskyFood & Beverages14.44×
15WheatFood & Beverages14.22×
16Irish whiskeyFood & Beverages13.84×
17WhiskyFood & Beverages11.28×
18RumFood & Beverages10.75×
19Made in GermanyBusiness & Career8.22×
20Distilled beverageFood & Beverages6.45×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Japanese whisky 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 Japanese whisky audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.06×
Luxury OrientationPREMIUM1.34×
MindfulnessBALANCE1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Japanese whisky audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.87×
Career OrientationPOWER0.88×
Social Media UsageJOY0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Japanese whisky have in Germany?

Japanese whisky has an estimated audience of 283,590 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Japanese whisky fans?

31.8% of Japanese whisky fans are female, 68.2% are male, with an average age of 39.7 years.

03

Which brands do Japanese whisky fans like most?

Japanese whisky fans show strongest brand affinity for Redbreast (whiskey) (42.82×), lime (42.06×), and Whisky (11.28×) over the country average.

04

Where do Japanese whisky fans live in Germany?

Japanese whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~50K), and Baden-Württemberg (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Japanese whisky fans also like?

Beyond Japanese whisky itself, the audience over-indexes on lime (42.06×), Whisky (11.28×), Blended whiskey (16.27×), and Distilled beverage (6.45×) compared to the Germany average.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See Japanese whisky audiences in other countries

How to read this data

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