Single malt scotch Audience in Germany
Single malt scotch has an estimated audience of 249,381 people in Germany. 27.4% are female, 72.6% are male, average age 37.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Haberler, Unique Gifts, Birthday Gifts, Dog breed, Christmas Gift.
The average Single malt scotch fan in Germany is 37.9 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Haberler, Unique Gifts, Birthday Gifts, with strongest over-indexing on Haberler (13.36× the country average). Demographically, the Single malt scotch audience skews more male with an average age of 37.9, and over-indexes on personality traits such as Convenience Orientation, 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 Single malt scotch fans
| Metric | Value |
|---|---|
| Female | 27.4% |
| Male | 72.6% |
| Average age | 37.9 |
| Estimated audience size | 249,381 |
Audience persona
The typical Single malt scotch fan in Germany is more male, around 37.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Haberler.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 42,895 | 0.79× |
| Bayern | 37,199 | 0.93× |
| Baden-Württemberg | 25,510 | 0.75× |
| Berlin | 19,724 | 1.77× |
| Niedersachsen | 19,031 | 0.79× |
| Hessen | 14,824 | 0.78× |
| Rheinland-Pfalz | 9,978 | 0.8× |
| Hamburg | 9,296 | 1.65× |
| Sachsen | 7,619 | 0.62× |
| Schleswig-Holstein | 5,930 | 0.66× |
| Brandenburg | 5,918 | 0.77× |
| Thüringen | 5,260 | 0.83× |
| Sachsen-Anhalt | 4,895 | 0.76× |
| Mecklenburg-Vorpommern | 4,680 | 0.98× |
| Saarland | 4,094 | 1.34× |
| Bremen | 3,835 | 1.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Haberler | 13.36× | News |
| Unique Gifts | 9.97× | Shopping |
| Birthday Gifts | 8.39× | Kids & Family |
| Dog breed | 1.69× | Pets & Animals |
| Christmas Gift | 1.66× | Kids & Family |
| Kyung Hee University | 12.56× | Business & Career |
| PAFFEN SPORT BOXING | 22.32× | Shopping |
| Assassin's Creed: Revelations | 5.9× | Games |
| Hypertext | 2.29× | Technology & Electronics |
| Eco Friendly Living | 2.88× | Home & Garden |
| Corona (band) | 1.83× | Music & Radio |
| Sixx | 2.21× | Movies & TV |
| Nurse education | 1.67× | Kids & Family |
| Ethnography | 10.58× | Business & Career |
| myDealZ | 1.72× | Shopping |
| Stucco | 1.53× | Home & Garden |
| Stamp collecting | 3.03× | Home & Garden |
| Kashubia | 10.86× | Travel & Leisure |
| Samanyolu Haber | 2.46× | Movies & TV |
| Pro-Ject | 3.19× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 2.16 |
| Quality Awareness | PREMIUM | 1.66 |
| Luxury Orientation | PREMIUM | 1.53 |
| DIY Mentality | THRILL | 1.51 |
| Sustainability | BALANCE | 1.47 |
| Healthy Lifestyle | BALANCE | 1.45 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.9% |
| Taiwan | 12.4% |
| United Kingdom | 8.0% |
See Single malt scotch 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 Single malt scotch have in Germany?
Single malt scotch has an estimated audience of 249,381 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Single malt scotch fans?
27.4% of Single malt scotch fans are female, 72.6% are male, with an average age of 37.9 years.
Which brands do Single malt scotch fans like most?
Single malt scotch fans show strongest brand affinity for Haberler (13.36×), Unique Gifts (9.97×), and Birthday Gifts (8.39×) over the country average.
Where do Single malt scotch fans live in Germany?
Single malt scotch fans in Germany are most concentrated in Nordrhein-Westfalen (reach 42,895), Bayern (reach 37,199), and Baden-Württemberg (reach 25,510). These three regions account for the largest share of the active audience.
What other brands do Single malt scotch fans also like?
Beyond Single malt scotch itself, the audience over-indexes on Unique Gifts (9.97×), Birthday Gifts (8.39×), Dog breed (1.69×), and Christmas Gift (1.66×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Single malt scotch. 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.