Malt whisky Audience in Germany
Malt whisky has an estimated audience of 1,002,835 people in Germany. 31.8% are female, 68.2% are male, average age 41.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Redbreast (whiskey), Single malt whisky, Single malt scotch, Rye whiskey, Laphroaig distillery.
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 DIY Mentality, Quality Awareness. 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 Malt whisky fans
| Metric | Value |
|---|---|
| Female | 31.8% |
| Male | 68.2% |
| Average age | 41.8 |
| Estimated audience size | 1,002,835 |
Audience persona
The typical Malt whisky fan in Germany is more male, around 41.8 years old, with strong DIY Mentality tendencies and a notable affinity for Redbreast (whiskey).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 264,043 | 1.2× |
| Bayern | 178,064 | 1.1× |
| Baden-Württemberg | 125,303 | 0.92× |
| Niedersachsen | 114,185 | 1.17× |
| Hessen | 76,013 | 0.99× |
| Schleswig-Holstein | 55,719 | 1.55× |
| Rheinland-Pfalz | 45,624 | 0.91× |
| Berlin | 43,250 | 0.96× |
| Sachsen | 40,067 | 0.81× |
| Hamburg | 29,047 | 1.28× |
| Brandenburg | 26,192 | 0.84× |
| Thüringen | 22,733 | 0.89× |
| Sachsen-Anhalt | 22,078 | 0.85× |
| Mecklenburg-Vorpommern | 12,427 | 0.65× |
| Saarland | 10,424 | 0.85× |
| Bremen | 8,714 | 1.02× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Redbreast (whiskey) | 83.38× | Food & Beverages |
| Single malt whisky | 43.3× | Food & Beverages |
| Single malt scotch | 85.45× | Food & Beverages |
| Rye whiskey | 69.11× | Food & Beverages |
| Laphroaig distillery | 65.84× | Food & Beverages |
| American whiskey | 47.47× | Food & Beverages |
| Kilchoman distillery | 132.08× | Food & Beverages |
| Burgundy wine | 86.58× | Food & Beverages |
| Scotch whisky | 19.34× | Food & Beverages |
| Islay whisky | 65.86× | Food & Beverages |
| Fermentation in food processing | 41.54× | Food & Beverages |
| The Glenlivet distillery | 59.49× | Food & Beverages |
| Barrel | 38.87× | Politics & Society |
| Lagavulin distillery | 64.75× | Food & Beverages |
| Distillation | 20.89× | Health |
| Blended malt whisky | 44.78× | Food & Beverages |
| Wine & Spirits | 10.12× | Food & Beverages |
| Glenmorangie | 32.31× | Food & Beverages |
| Wild Turkey (bourbon) | 41.96× | Food & Beverages |
| Rye | 28.62× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.63 |
| Quality Awareness | PREMIUM | 1.52 |
| Healthy Lifestyle | BALANCE | 1.51 |
| Indulgence | JOY | 1.51 |
| Pet Ownership | JOY | 1.48 |
| Luxury Orientation | PREMIUM | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.6% |
| India | 8.5% |
| United Kingdom | 8.2% |
See Malt whisky 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 Malt whisky have in Germany?
Malt whisky has an estimated audience of 1,002,835 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
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.
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.
Where do Malt whisky fans live in Germany?
Malt whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach 264,043), Bayern (reach 178,064), and Baden-Württemberg (reach 125,303). These three regions account for the largest share of the active audience.
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.
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.