Single malt whisky Audience in Germany
Single malt whisky has an estimated audience of 1,413,281 people in Germany. 34.8% are female, 65.2% are male, average age 41.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Malt whisky, Redbreast (whiskey), Single malt scotch, Laphroaig distillery, Scotch whisky.
The average Single malt whisky fan in Germany is 41.4 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, Redbreast (whiskey), Single malt scotch, with strongest over-indexing on Malt whisky (50.19× the country average). Demographically, the Single malt whisky audience skews more male with an average age of 41.4, and over-indexes on personality traits such as Indulgence, Luxury Orientation. 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 whisky fans
| Metric | Value |
|---|---|
| Female | 34.8% |
| Male | 65.2% |
| Average age | 41.4 |
| Estimated audience size | 1,413,281 |
Audience persona
The typical Single malt whisky fan in Germany is more male, around 41.4 years old, with strong Indulgence tendencies and a notable affinity for Malt whisky.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 297,282 | 0.96× |
| Bayern | 211,498 | 0.93× |
| Baden-Württemberg | 167,004 | 0.87× |
| Niedersachsen | 142,274 | 1.04× |
| Hessen | 101,292 | 0.94× |
| Berlin | 81,040 | 1.28× |
| Sachsen | 68,038 | 0.98× |
| Rheinland-Pfalz | 62,916 | 0.89× |
| Schleswig-Holstein | 50,689 | 1× |
| Brandenburg | 44,109 | 1.01× |
| Mecklenburg-Vorpommern | 42,417 | 1.57× |
| Hamburg | 40,020 | 1.25× |
| Thüringen | 32,630 | 0.91× |
| Sachsen-Anhalt | 32,531 | 0.89× |
| Saarland | 11,710 | 0.67× |
| Bremen | 9,870 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Malt whisky | 50.19× | Food & Beverages |
| Redbreast (whiskey) | 42.56× | Food & Beverages |
| Single malt scotch | 51.82× | Food & Beverages |
| Laphroaig distillery | 47.51× | Food & Beverages |
| Scotch whisky | 15.6× | Food & Beverages |
| Rye whiskey | 38.88× | Food & Beverages |
| Glenmorangie | 36.92× | Food & Beverages |
| American whiskey | 25.38× | Food & Beverages |
| Georges St-Pierre | 18.2× | Sports |
| Islay whisky | 43.55× | Food & Beverages |
| The Glenlivet distillery | 39.99× | Food & Beverages |
| Glenfiddich | 28.72× | Food & Beverages |
| Lagavulin distillery | 45.66× | Food & Beverages |
| Burgundy wine | 46.38× | Food & Beverages |
| Blended malt whisky | 38.2× | Food & Beverages |
| Wild Turkey (bourbon) | 36.69× | Food & Beverages |
| Ardbeg distillery | 33.33× | Food & Beverages |
| Whisky | 6.64× | Food & Beverages |
| Barrel | 21.64× | Politics & Society |
| Distillation | 13.36× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.46 |
| Luxury Orientation | PREMIUM | 1.66 |
| DIY Mentality | THRILL | 1.34 |
| Quality Awareness | PREMIUM | 1.29 |
| Sports Activity | POWER | 1.23 |
| Travelling | THRILL | 1.22 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.9% |
| Japan | 13.5% |
| United Kingdom | 6.7% |
See Single 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 Single malt whisky have in Germany?
Single malt whisky has an estimated audience of 1,413,281 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Single malt whisky fans?
34.8% of Single malt whisky fans are female, 65.2% are male, with an average age of 41.4 years.
Which brands do Single malt whisky fans like most?
Single malt whisky fans show strongest brand affinity for Malt whisky (50.19×), Redbreast (whiskey) (42.56×), and Single malt scotch (51.82×) over the country average.
Where do Single malt whisky fans live in Germany?
Single malt whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach 297,282), Bayern (reach 211,498), and Baden-Württemberg (reach 167,004). These three regions account for the largest share of the active audience.
What other brands do Single malt whisky fans also like?
Beyond Single malt whisky itself, the audience over-indexes on Redbreast (whiskey) (42.56×), Single malt scotch (51.82×), Laphroaig distillery (47.51×), and Scotch whisky (15.6×) 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 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.