Straight whiskey Audience in Germany
Straight whiskey has an estimated audience of 673,002 people in Germany. 24.1% are female, 75.9% are male, average age 37.7. Top regions: Baden-Württemberg, Bayern, Nordrhein-Westfalen. Top brand affinities: Sparkasse, Netto Marken-Discount, Burger King, Vodafone, Aral AG.
The average Straight whiskey fan in Germany is 37.7 years old, more male, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Bayern, Nordrhein-Westfalen. Top brand affinities include Sparkasse, Netto Marken-Discount, Burger King, with strongest over-indexing on Sparkasse (5.77× the country average). Demographically, the Straight whiskey audience skews more male with an average age of 37.7, and over-indexes on personality traits such as Price Sensitivity, Sports Activity. 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 Straight whiskey fans
| Metric | Value |
|---|---|
| Female | 24.1% |
| Male | 75.9% |
| Average age | 37.7 |
| Estimated audience size | 673,002 |
Audience persona
The typical Straight whiskey fan in Germany is more male, around 37.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Sparkasse.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 31,614 | 0.34× |
| Bayern | 31,496 | 0.29× |
| Nordrhein-Westfalen | 30,764 | 0.21× |
| Niedersachsen | 29,884 | 0.46× |
| Brandenburg | 29,259 | 1.4× |
| Rheinland-Pfalz | 28,270 | 0.84× |
| Thüringen | 28,142 | 1.64× |
| Sachsen-Anhalt | 27,398 | 1.57× |
| Sachsen | 25,737 | 0.78× |
| Schleswig-Holstein | 25,332 | 1.05× |
| Mecklenburg-Vorpommern | 23,312 | 1.81× |
| Hessen | 22,400 | 0.44× |
| Bremen | 20,888 | 3.63× |
| Berlin | 20,382 | 0.68× |
| Hamburg | 17,550 | 1.15× |
| Saarland | 3,311 | 0.4× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sparkasse | 5.77× | Business & Career |
| Netto Marken-Discount | 4.23× | Shopping |
| Burger King | 4.76× | Food & Beverages |
| Vodafone | 4.4× | Technology & Electronics |
| Aral AG | 3.98× | Cars & Mobility |
| Immowelt | 4.79× | Home & Garden |
| Edeka | 3.39× | Shopping |
| TK Maxx | 3.67× | Shopping |
| Kaufland | 2.94× | Shopping |
| EBay | 2.81× | Shopping |
| Aldi | 2.71× | Shopping |
| Commerzbank | 2.95× | Business & Career |
| Western Union | 4.44× | Business & Career |
| Whisky | 4.73× | Food & Beverages |
| Stepstone | 4.38× | Business & Career |
| Fielmann | 3.27× | Health |
| Lidl | 2.06× | Shopping |
| AutoScout24 | 2.32× | Cars & Mobility |
| Rossmann | 2.34× | Shopping |
| 2.46× | Internet & Social Media |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.29 |
| Sports Activity | POWER | 1.27 |
| Need for Security | CONSERVATISM | 1.19 |
| Patriotism | CONSERVATISM | 1.16 |
| Pet Ownership | JOY | 1.11 |
| Early Adopter Mentality | POWER | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.1% |
| Poland | 9.2% |
| Germany | 9.1% |
See Straight whiskey 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 Straight whiskey have in Germany?
Straight whiskey has an estimated audience of 673,002 people in Germany, concentrated in Baden-Württemberg and Bayern.
What is the gender split and age of Straight whiskey fans?
24.1% of Straight whiskey fans are female, 75.9% are male, with an average age of 37.7 years.
Which brands do Straight whiskey fans like most?
Straight whiskey fans show strongest brand affinity for Sparkasse (5.77×), Netto Marken-Discount (4.23×), and Burger King (4.76×) over the country average.
Where do Straight whiskey fans live in Germany?
Straight whiskey fans in Germany are most concentrated in Baden-Württemberg (reach 31,614), Bayern (reach 31,496), and Nordrhein-Westfalen (reach 30,764). These three regions account for the largest share of the active audience.
What other brands do Straight whiskey fans also like?
Beyond Straight whiskey itself, the audience over-indexes on Netto Marken-Discount (4.23×), Burger King (4.76×), Vodafone (4.4×), and Aral AG (3.98×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Straight whiskey. 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.