Scotch whisky Audience in Germany
Scotch whisky has an estimated audience of 1,922,741 people in Germany. 36.8% are female, 63.2% are male, average age 40.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Malt whisky, Chivas Regal, Glenfiddich, Single malt scotch, Johnnie Walker.
The average Scotch whisky fan in Germany is 40.1 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Malt whisky, Chivas Regal, Glenfiddich, with strongest over-indexing on Malt whisky (30.91× the country average). Demographically, the Scotch whisky audience skews more male with an average age of 40.1, and over-indexes on personality traits such as Luxury Orientation, 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 Scotch whisky fans
| Metric | Value |
|---|---|
| Female | 36.8% |
| Male | 63.2% |
| Average age | 40.1 |
| Estimated audience size | 1,922,741 |
Audience persona
The typical Scotch whisky fan in Germany is more male, around 40.1 years old, with strong Luxury Orientation tendencies and a notable affinity for Malt whisky.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 370,902 | 0.88× |
| Bayern | 305,695 | 0.99× |
| Baden-Württemberg | 225,335 | 0.86× |
| Niedersachsen | 192,820 | 1.03× |
| Hessen | 138,660 | 0.95× |
| Berlin | 127,655 | 1.48× |
| Rheinland-Pfalz | 88,609 | 0.92× |
| Sachsen | 85,638 | 0.91× |
| Hamburg | 72,233 | 1.66× |
| Schleswig-Holstein | 68,572 | 0.99× |
| Brandenburg | 57,943 | 0.97× |
| Sachsen-Anhalt | 47,962 | 0.96× |
| Thüringen | 40,870 | 0.83× |
| Mecklenburg-Vorpommern | 33,747 | 0.92× |
| Saarland | 16,195 | 0.69× |
| Bremen | 15,609 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Malt whisky | 30.91× | Food & Beverages |
| Chivas Regal | 44.91× | Food & Beverages |
| Glenfiddich | 37.21× | Food & Beverages |
| Single malt scotch | 42.07× | Food & Beverages |
| Johnnie Walker | 22.48× | Food & Beverages |
| Single malt whisky | 13.57× | Food & Beverages |
| The Glenlivet distillery | 36.41× | Food & Beverages |
| Small batch whiskey | 22.09× | Food & Beverages |
| American whiskey | 20.69× | Food & Beverages |
| Laphroaig distillery | 26.91× | Food & Beverages |
| Malt | 15.42× | Food & Beverages |
| Glenmorangie | 24.75× | Food & Beverages |
| Distillation | 12.77× | Health |
| Whisky | 6.08× | Food & Beverages |
| Jameson Irish Whiskey | 19.5× | Food & Beverages |
| Japanese whisky | 20.39× | Food & Beverages |
| Brandy | 14.83× | Food & Beverages |
| Jim Beam | 16.39× | Food & Beverages |
| Drop shipping | 3.29× | Shopping |
| Condominium | 6.67× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.41 |
| Early Adopter Mentality | POWER | 1.4 |
| DIY Mentality | THRILL | 1.39 |
| Patriotism | CONSERVATISM | 1.34 |
| Sports Activity | POWER | 1.3 |
| Quality Awareness | PREMIUM | 1.3 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 12.9% |
| India | 6.2% |
See Scotch whisky audiences in other countries
More Alcohol audiences in Germany
Frequently asked questions
How many fans does Scotch whisky have in Germany?
Scotch whisky has an estimated audience of 1,922,741 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Scotch whisky fans?
36.8% of Scotch whisky fans are female, 63.2% are male, with an average age of 40.1 years.
Which brands do Scotch whisky fans like most?
Scotch whisky fans show strongest brand affinity for Malt whisky (30.91×), Chivas Regal (44.91×), and Glenfiddich (37.21×) over the country average.
Where do Scotch whisky fans live in Germany?
Scotch whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach 370,902), Bayern (reach 305,695), and Baden-Württemberg (reach 225,335). These three regions account for the largest share of the active audience.
What other brands do Scotch whisky fans also like?
Beyond Scotch whisky itself, the audience over-indexes on Chivas Regal (44.91×), Glenfiddich (37.21×), Single malt scotch (42.07×), and Johnnie Walker (22.48×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Scotch 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.