Whisky Audience in Germany
Whisky has an estimated audience of 4,218,912 people in Germany. 36.6% are female, 63.4% are male, average age 40.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bourbon whiskey, Tennessee whiskey, Scotch whisky, Single malt whisky, Malt whisky.
The average Whisky fan in Germany is 40.7 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Bourbon whiskey, Tennessee whiskey, Scotch whisky, with strongest over-indexing on Bourbon whiskey (6.82× the country average). Demographically, the Whisky audience skews more male with an average age of 40.7, and over-indexes on personality traits such as Indulgence, 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 Whisky fans
| Metric | Value |
|---|---|
| Female | 36.6% |
| Male | 63.4% |
| Average age | 40.7 |
| Estimated audience size | 4,218,912 |
Audience persona
The typical Whisky fan in Germany is more male, around 40.7 years old, with strong Indulgence tendencies and a notable affinity for Bourbon whiskey.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 908,956 | 0.98× |
| Bayern | 604,175 | 0.89× |
| Baden-Württemberg | 540,380 | 0.94× |
| Niedersachsen | 411,694 | 1× |
| Hessen | 299,958 | 0.93× |
| Sachsen | 266,281 | 1.29× |
| Rheinland-Pfalz | 211,817 | 1× |
| Berlin | 171,155 | 0.91× |
| Brandenburg | 143,254 | 1.09× |
| Schleswig-Holstein | 137,649 | 0.91× |
| Sachsen-Anhalt | 123,828 | 1.13× |
| Thüringen | 123,507 | 1.15× |
| Hamburg | 94,762 | 0.99× |
| Mecklenburg-Vorpommern | 93,949 | 1.17× |
| Saarland | 42,784 | 0.83× |
| Bremen | 28,161 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bourbon whiskey | 6.82× | Food & Beverages |
| Tennessee whiskey | 7.72× | Food & Beverages |
| Scotch whisky | 6.19× | Food & Beverages |
| Single malt whisky | 6.81× | Food & Beverages |
| Malt whisky | 7.26× | Food & Beverages |
| Redbreast (whiskey) | 7.81× | Food & Beverages |
| Natural World | 1.75× | Fashion & Accessoires |
| Straight whiskey | 8.13× | Food & Beverages |
| Wirtz | 2.36× | Music & Radio |
| Distilled beverage | 1.75× | Food & Beverages |
| Kickers | 2.21× | Literature |
| Solar energy | 1.63× | Home & Garden |
| Peacemaker | 1.73× | Movies & TV |
| Drinking | 2.15× | Food & Beverages |
| Tire | 1.54× | Cars & Mobility |
| Irish whiskey | 3.87× | Food & Beverages |
| Mark Rutte | 3.69× | Politics & Society |
| Curing (food preservation) | 1.51× | Food & Beverages |
| Auto mechanic | 1.61× | Cars & Mobility |
| Sam Heughan | 4× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.29 |
| Sports Activity | POWER | 1.14 |
| DIY Mentality | THRILL | 1.11 |
| Early Adopter Mentality | POWER | 1.11 |
| Need for Security | CONSERVATISM | 1.09 |
| Luxury Orientation | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
See Whisky audiences in other countries
More Alcohol audiences in Germany
- Beer (10,287,936)
- Gin (3,170,714)
- Rum (2,252,801)
- Scotch whisky (1,922,741)
- Vodka (1,879,131)
Frequently asked questions
How many fans does Whisky have in Germany?
Whisky has an estimated audience of 4,218,912 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Whisky fans?
36.6% of Whisky fans are female, 63.4% are male, with an average age of 40.7 years.
Which brands do Whisky fans like most?
Whisky fans show strongest brand affinity for Bourbon whiskey (6.82×), Tennessee whiskey (7.72×), and Scotch whisky (6.19×) over the country average.
Where do Whisky fans live in Germany?
Whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach 908,956), Bayern (reach 604,175), and Baden-Württemberg (reach 540,380). These three regions account for the largest share of the active audience.
What other brands do Whisky fans also like?
Beyond Whisky itself, the audience over-indexes on Tennessee whiskey (7.72×), Scotch whisky (6.19×), Single malt whisky (6.81×), and Malt whisky (7.26×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for 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.