Rascasse Audience Intelligence

Single malt whisky Audience in Germany

A data profile of the people who buy, follow and care about Single malt whisky in Germany — modelled from more than twelve digital signal sources. Single malt whisky has an estimated audience of 1,413,281 people in Germany.

#11among Alcohol in Germany#2508among Topic in Germany#234in Food & Beverages

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 Convenience Orientation, Luxury Orientation.

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

The typical Single malt whisky fan in Germany is more male, around 41.4 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 Single malt whisky profile in Germany.

Audience size
1.4M
in Germany
Gender
34.8%♀
65.2% male
Age
41.4
average years
Country rank
#4719
Topic in Germany
Fig. 01

Search interest · 12-month trend

-35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Single malt whisky fans

34.8% are female, 65.2% are male, average age 41.4.

Fig. 02

Gender split

34.8%
Female
65.2%
Male
Demographic split for Single malt whisky audience in Germany
MetricValue
Female34.8%
Male65.2%
Average age41.4
Estimated audience size1,413,281
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Single malt whisky audience in Germany
Age bracketShare%
16-1912%
20-2919%
30-3922%
40-4924%
50+22%
Fig. 04

Worldwide distribution

4.4%

of the worldwide Single malt whisky audience comes from Germany.

Worldwide audience distribution share by country for Single malt whisky
CountryShare
United States20.9%
Japan13.5%
United Kingdom6.7%
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 Single malt whisky audience in Germany is strongest.

Fig. 05

Top regions by affinity

Single malt whisky fans by region: top regions in Germany
#RegionReachAffinity×
01Mecklenburg-Vorpommern~40K1.42×
02Hamburg~40K1.18×
03Berlin~70K1.17×
04Niedersachsen~100K1.02×
05Schleswig-Holstein~50K1.01×
06Brandenburg~40K1.01×
07Sachsen~70K0.98×
08Thüringen~30K0.96×
09Bremen~10K0.96×
10Nordrhein-Westfalen~300K0.94×
11Hessen~100K0.94×
12Rheinland-Pfalz~70K0.94×
13Sachsen-Anhalt~30K0.94×
14Bayern~200K0.92×
15Saarland~20K0.90×
16Baden-Württemberg~200K0.86×
Fig. 06

Affinity by region

Affinity by region — Single malt whisky, Germany
0.86×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Single malt whisky audience
#·InterestCategoryAffinity×
01Single malt scotchFood & Beverages51.82×
02Malt whiskyFood & Beverages50.19×
03Laphroaig distilleryFood & Beverages47.51×
04Burgundy wineFood & Beverages46.38×
05Lagavulin distilleryFood & Beverages45.66×
06Islay whiskyFood & Beverages43.55×
07Redbreast (whiskey)Food & Beverages42.56×
08The Glenlivet distilleryFood & Beverages39.99×
09Rye whiskeyFood & Beverages38.88×
10Blended malt whiskyFood & Beverages38.20×
11GlenmorangieFood & Beverages36.92×
12Wild Turkey (bourbon)Food & Beverages36.69×
13Ardbeg distilleryFood & Beverages33.33×
14GlenfiddichFood & Beverages28.72×
15American whiskeyFood & Beverages25.38×
16BarrelPolitics & Society21.64×
17Fermentation in food processingFood & Beverages20.00×
18Scotch whiskyFood & Beverages15.60×
19DistillationHealth13.36×
20WhiskyFood & Beverages6.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Single malt 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 Single malt whisky audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.74×
Luxury OrientationPREMIUM1.70×
IndulgenceJOY1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Single malt whisky audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.96×
Family OrientationCONSERVATISM0.97×
Social Media UsageJOY1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Single malt whisky fans live in Germany?

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

05

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.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See Single malt whisky audiences in other countries

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.

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