Rascasse Audience Intelligence

Straight whiskey Audience in Germany

A data profile of the people who buy, follow and care about Straight whiskey in Germany — modelled from more than twelve digital signal sources. Straight whiskey has an estimated audience of 673,002 people in Germany.

#23among Alcohol in Germany#3952among Topic in Germany#431in Food & Beverages

The average Straight whiskey fan in Germany is 37.7 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

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 Quality Awareness, Need for Security.

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

The typical Straight whiskey fan in Germany is more male, around 37.7 years old, with strong Quality Awareness tendencies and a notable affinity for Sparkasse.

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 Straight whiskey profile in Germany.

Audience size
673K
in Germany
Gender
24.1%♀
75.9% male
Age
37.7
average years
Country rank
#9148
Topic in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Straight whiskey fans

24.1% are female, 75.9% are male, average age 37.7.

Fig. 02

Gender split

24.1%
Female
75.9%
Male
Demographic split for Straight whiskey audience in Germany
MetricValue
Female24.1%
Male75.9%
Average age37.7
Estimated audience size673,002
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Straight whiskey audience in Germany
Age bracketShare%
16-199%
20-2928%
30-3934%
40-4923%
50+5%
Fig. 04

Worldwide distribution

9.1%

of the worldwide Straight whiskey audience comes from Germany.

Worldwide audience distribution share by country for Straight whiskey
CountryShare
United States22.1%
Poland9.2%
Germany9.1%
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 Straight whiskey audience in Germany is strongest.

Fig. 05

Top regions by affinity

Straight whiskey fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~9K1.51×
02Thüringen~20K1.14×
03Sachsen-Anhalt~20K1.13×
04Brandenburg~20K1.09×
05Mecklenburg-Vorpommern~10K1.06×
06Hamburg~20K1.03×
07Schleswig-Holstein~20K1.01×
08Saarland~8K0.99×
09Rheinland-Pfalz~30K0.96×
10Sachsen~30K0.95×
11Berlin~30K0.91×
12Niedersachsen~60K0.86×
13Hessen~40K0.86×
14Baden-Württemberg~80K0.83×
15Bayern~90K0.81×
16Nordrhein-Westfalen~100K0.79×
Fig. 06

Affinity by region

Affinity by region — Straight whiskey, Germany
0.79×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Straight whiskey audience
#·InterestCategoryAffinity×
01SparkasseBusiness & Career5.77×
02ImmoweltHome & Garden4.79×
03Burger KingFood & Beverages4.76×
04WhiskyFood & Beverages4.73×
05Western UnionBusiness & Career4.44×
06VodafoneTechnology & Electronics4.40×
07StepstoneBusiness & Career4.38×
08Netto Marken-DiscountShopping4.23×
09Aral AGCars & Mobility3.98×
10TK MaxxShopping3.67×
11EdekaShopping3.39×
12FielmannHealth3.27×
13CommerzbankBusiness & Career2.95×
14KauflandShopping2.94×
15EBayShopping2.81×
16AldiShopping2.71×
17McDonald'sFood & Beverages2.46×
18RossmannShopping2.34×
19AutoScout24Cars & Mobility2.32×
20LidlShopping2.06×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Straight whiskey 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 Straight whiskey audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.62×
Need for SecurityCONSERVATISM1.21×
Social Media UsageJOY1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Straight whiskey audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.25×
Design AffinityPREMIUM0.37×
IndividualismJOY0.38×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Straight whiskey have in Germany?

Straight whiskey has an estimated audience of 673,002 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

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.

03

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.

04

Where do Straight whiskey fans live in Germany?

Straight whiskey fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~90K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

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 Immowelt (4.79×) 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 Straight whiskey audiences in other countries

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.

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