Rascasse Audience Intelligence

Scotch whisky Audience in Germany

A data profile of the people who buy, follow and care about Scotch whisky in Germany — modelled from more than twelve digital signal sources. Scotch whisky has an estimated audience of 1,922,741 people in Germany.

#5among Alcohol in Germany#2006among Topic in Germany#169in Food & Beverages

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 Convenience Orientation, Indulgence.

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

The typical Scotch whisky fan in Germany is more male, around 40.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Malt whisky.

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 Scotch whisky profile in Germany.

Audience size
1.9M
in Germany
Gender
36.8%♀
63.2% male
Age
40.1
average years
Country rank
#3496
Topic in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scotch whisky fans

36.8% are female, 63.2% are male, average age 40.1.

Fig. 02

Gender split

36.8%
Female
63.2%
Male
Demographic split for Scotch whisky audience in Germany
MetricValue
Female36.8%
Male63.2%
Average age40.1
Estimated audience size1,922,741
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the Scotch whisky audience in Germany
Age bracketShare%
16-1914%
20-2921%
30-3923%
40-4924%
50+18%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Scotch whisky audience comes from Germany.

Worldwide audience distribution share by country for Scotch whisky
CountryShare
United States17.3%
Japan12.9%
India6.2%
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 Scotch whisky audience in Germany is strongest.

Fig. 05

Top regions by affinity

Scotch whisky fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~70K1.49×
02Hamburg~60K1.33×
03Berlin~100K1.20×
04Sachsen~100K1.19×
05Brandenburg~70K1.10×
06Mecklenburg-Vorpommern~40K1.07×
07Niedersachsen~200K1.05×
08Thüringen~50K1.05×
09Schleswig-Holstein~70K0.96×
10Bremen~20K0.95×
11Bayern~300K0.93×
12Rheinland-Pfalz~90K0.91×
13Hessen~100K0.89×
14Baden-Württemberg~200K0.87×
15Saarland~20K0.86×
16Nordrhein-Westfalen~400K0.85×
Fig. 06

Affinity by region

Affinity by region — Scotch whisky, Germany
0.85×1.00×1.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scotch whisky audience
#·InterestCategoryAffinity×
01Chivas RegalFood & Beverages44.91×
02Single malt scotchFood & Beverages42.07×
03GlenfiddichFood & Beverages37.21×
04The Glenlivet distilleryFood & Beverages36.41×
05Malt whiskyFood & Beverages30.91×
06Laphroaig distilleryFood & Beverages26.91×
07GlenmorangieFood & Beverages24.75×
08Johnnie WalkerFood & Beverages22.48×
09Small batch whiskeyFood & Beverages22.09×
10American whiskeyFood & Beverages20.69×
11Japanese whiskyFood & Beverages20.39×
12Jameson Irish WhiskeyFood & Beverages19.50×
13Jim BeamFood & Beverages16.39×
14MaltFood & Beverages15.42×
15BrandyFood & Beverages14.83×
16Single malt whiskyFood & Beverages13.57×
17DistillationHealth12.77×
18CondominiumHome & Garden6.67×
19WhiskyFood & Beverages6.08×
20Drop shippingShopping3.29×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scotch 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 Scotch whisky audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.15×
IndulgenceJOY1.92×
Quality AwarenessPREMIUM1.75×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scotch whisky audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.57×
Community OrientationOPEN0.69×
ExtroversionTHRILL0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Scotch whisky fans live in Germany?

Scotch whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See Scotch whisky audiences in other countries

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.

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