Rascasse Audience Intelligence

Vodka Audience in Germany

A data profile of the people who buy, follow and care about Vodka in Germany — modelled from more than twelve digital signal sources. Vodka has an estimated audience of 1,879,131 people in Germany.

#6among Alcohol in Germany#2042among Topic in Germany#171in Food & Beverages

The average Vodka fan in Germany is 35.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Distilled beverage, IHF World Men's Handball Championship, Burger King, with strongest over-indexing on Distilled beverage (3.04× the country average).

Demographically, the Vodka audience skews more male with an average age of 35.9, and over-indexes on personality traits such as Indulgence, Sustainability.

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

The typical Vodka fan in Germany is more male, around 35.9 years old, with strong Indulgence tendencies and a notable affinity for Distilled beverage.

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 Vodka profile in Germany.

Audience size
1.9M
in Germany
Gender
39.9%♀
60.1% male
Age
35.9
average years
Country rank
#3583
Topic in Germany
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vodka fans

39.9% are female, 60.1% are male, average age 35.9.

Fig. 02

Gender split

39.9%
Female
60.1%
Male
Demographic split for Vodka audience in Germany
MetricValue
Female39.9%
Male60.1%
Average age35.9
Estimated audience size1,879,131
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the Vodka audience in Germany
Age bracketShare%
16-1925%
20-2924%
30-3919%
40-4920%
50+12%
Fig. 04

Worldwide distribution

2.9%

of the worldwide Vodka audience comes from Germany.

Worldwide audience distribution share by country for Vodka
CountryShare
United States30.1%
Japan8.3%
United Kingdom6.3%
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 Vodka audience in Germany is strongest.

Fig. 05

Top regions by affinity

Vodka fans by region: top regions in Germany
#RegionReachAffinity×
01Niedersachsen~200K1.13×
02Hamburg~50K1.11×
03Nordrhein-Westfalen~400K1.09×
04Hessen~200K1.08×
05Baden-Württemberg~300K1.03×
06Bayern~300K1.02×
07Mecklenburg-Vorpommern~40K1.01×
08Rheinland-Pfalz~90K0.99×
09Sachsen-Anhalt~50K0.99×
10Bremen~20K0.97×
11Saarland~20K0.96×
12Brandenburg~60K0.95×
13Sachsen~90K0.94×
14Thüringen~50K0.94×
15Berlin~80K0.93×
16Schleswig-Holstein~60K0.93×
Fig. 06

Affinity by region

Affinity by region — Vodka, Germany
0.93×1.00×1.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vodka audience
#·InterestCategoryAffinity×
01SnackingFood & Beverages4.50×
02Eyelash extensionsBeauty & Wellness3.32×
03Wine & SpiritsFood & Beverages3.09×
04Distilled beverageFood & Beverages3.04×
05Tech houseMusic & Radio2.96×
06IHF World Men's Handball ChampionshipSports2.72×
07HosieryFashion & Accessoires2.64×
08DrinkingFood & Beverages2.44×
09UniqloShopping2.00×
10Burger KingFood & Beverages1.91×
11Drop shippingShopping1.89×
12HermèsFashion & Accessoires1.85×
13Lieferando.deFood & Beverages1.75×
14PrimarkShopping1.75×
15Sustainable energyHome & Garden1.75×
16McDonald'sFood & Beverages1.72×
17WineFood & Beverages1.66×
18BeerFood & Beverages1.64×
19BreuningerFashion & Accessoires1.63×
20RyanairTravel & Leisure1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vodka 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 Vodka audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.39×
SustainabilityBALANCE1.29×
IndividualismJOY1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vodka audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.91×
Pet OwnershipJOY0.92×
Community OrientationOPEN0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vodka have in Germany?

Vodka has an estimated audience of 1,879,131 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Vodka fans?

39.9% of Vodka fans are female, 60.1% are male, with an average age of 35.9 years.

03

Which brands do Vodka fans like most?

Vodka fans show strongest brand affinity for Distilled beverage (3.04×), IHF World Men's Handball Championship (2.72×), and Burger King (1.91×) over the country average.

04

Where do Vodka fans live in Germany?

Vodka fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Vodka fans also like?

Beyond Vodka itself, the audience over-indexes on IHF World Men's Handball Championship (2.72×), Burger King (1.91×), Lieferando.de (1.75×), and Snacking (4.5×) 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 Vodka audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Vodka. 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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