Rascasse Audience Intelligence

Malt whisky Audience in Germany

A data profile of the people who buy, follow and care about Malt whisky in Germany — modelled from more than twelve digital signal sources. Malt whisky has an estimated audience of 1,002,835 people in Germany.

#16among Alcohol in Germany#3159among Topic in Germany#318in Food & Beverages

The average Malt whisky fan in Germany is 41.8 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), Single malt whisky, Single malt scotch, with strongest over-indexing on Redbreast (whiskey) (83.38× the country average).

Demographically, the Malt whisky audience skews more male with an average age of 41.8, and over-indexes on personality traits such as Convenience Orientation, Mindfulness.

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

The typical Malt whisky fan in Germany is more male, around 41.8 years old, with strong Convenience Orientation 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 Malt whisky profile in Germany.

Audience size
1M
in Germany
Gender
31.8%♀
68.2% male
Age
41.8
average years
Country rank
#6513
Topic in Germany
Fig. 01

Search interest · 12-month trend

-46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malt whisky fans

31.8% are female, 68.2% are male, average age 41.8.

Fig. 02

Gender split

31.8%
Female
68.2%
Male
Demographic split for Malt whisky audience in Germany
MetricValue
Female31.8%
Male68.2%
Average age41.8
Estimated audience size1,002,835
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Malt whisky audience in Germany
Age bracketShare%
16-1912%
20-2918%
30-3923%
40-4926%
50+22%
Fig. 04

Worldwide distribution

5.2%

of the worldwide Malt whisky audience comes from Germany.

Worldwide audience distribution share by country for Malt whisky
CountryShare
United States21.6%
India8.5%
United Kingdom8.2%
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 Malt whisky audience in Germany is strongest.

Fig. 05

Top regions by affinity

Malt whisky fans by region: top regions in Germany
#RegionReachAffinity×
01Schleswig-Holstein~50K1.33×
02Nordrhein-Westfalen~300K1.16×
03Niedersachsen~100K1.13×
04Hamburg~30K1.13×
05Bayern~200K1.06×
06Bremen~9K1.02×
07Thüringen~30K0.98×
08Saarland~10K0.98×
09Hessen~70K0.97×
10Rheinland-Pfalz~50K0.97×
11Berlin~40K0.95×
12Sachsen-Anhalt~20K0.94×
13Brandenburg~30K0.92×
14Sachsen~40K0.91×
15Baden-Württemberg~100K0.90×
16Mecklenburg-Vorpommern~20K0.90×
Fig. 06

Affinity by region

Affinity by region — Malt whisky, Germany
0.90×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malt whisky audience
#·InterestCategoryAffinity×
01Kilchoman distilleryFood & Beverages132.08×
02Burgundy wineFood & Beverages86.58×
03Single malt scotchFood & Beverages85.45×
04Redbreast (whiskey)Food & Beverages83.38×
05Rye whiskeyFood & Beverages69.11×
06Islay whiskyFood & Beverages65.86×
07Laphroaig distilleryFood & Beverages65.84×
08Lagavulin distilleryFood & Beverages64.75×
09The Glenlivet distilleryFood & Beverages59.49×
10American whiskeyFood & Beverages47.47×
11Blended malt whiskyFood & Beverages44.78×
12Single malt whiskyFood & Beverages43.30×
13Wild Turkey (bourbon)Food & Beverages41.96×
14Fermentation in food processingFood & Beverages41.54×
15BarrelPolitics & Society38.87×
16GlenmorangieFood & Beverages32.31×
17RyeFood & Beverages28.62×
18DistillationHealth20.89×
19Scotch whiskyFood & Beverages19.34×
20Wine & SpiritsFood & Beverages10.12×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malt 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 Malt whisky audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.31×
MindfulnessBALANCE1.92×
IndividualismJOY1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malt whisky audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.88×
Social Media UsageJOY0.89×
CreativityOPEN0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Malt whisky have in Germany?

Malt whisky has an estimated audience of 1,002,835 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

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

31.8% of Malt whisky fans are female, 68.2% are male, with an average age of 41.8 years.

03

Which brands do Malt whisky fans like most?

Malt whisky fans show strongest brand affinity for Redbreast (whiskey) (83.38×), Single malt whisky (43.3×), and Single malt scotch (85.45×) over the country average.

04

Where do Malt whisky fans live in Germany?

Malt whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Malt whisky fans also like?

Beyond Malt whisky itself, the audience over-indexes on Single malt whisky (43.3×), Single malt scotch (85.45×), Rye whiskey (69.11×), and Laphroaig distillery (65.84×) 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 Malt whisky audiences in other countries

How to read this data

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