Rascasse Audience Intelligence

Whisky Audience in Germany

A data profile of the people who buy, follow and care about Whisky in Germany — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 4,218,912 people in Germany.

#2among Alcohol in Germany#848among Topic in Germany#73in Food & Beverages

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 Patriotism, Indulgence.

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

The typical Whisky fan in Germany is more male, around 40.7 years old, with strong Patriotism tendencies and a notable affinity for Bourbon whiskey.

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 Whisky profile in Germany.

Audience size
4.2M
in Germany
Gender
36.6%♀
63.4% male
Age
40.7
average years
Country rank
#1371
Topic in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Whisky fans

36.6% are female, 63.4% are male, average age 40.7.

Fig. 02

Gender split

36.6%
Female
63.4%
Male
Demographic split for Whisky audience in Germany
MetricValue
Female36.6%
Male63.4%
Average age40.7
Estimated audience size4,218,912
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Whisky audience in Germany
Age bracketShare%
16-1911%
20-2921%
30-3924%
40-4926%
50+18%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Whisky audience comes from Germany.

Worldwide audience distribution share by country for Whisky
CountryShare
United States23.4%
Japan10.2%
United Kingdom5.5%
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 Whisky audience in Germany is strongest.

Fig. 05

Top regions by affinity

Whisky fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen~300K1.27×
02Sachsen-Anhalt~100K1.20×
03Mecklenburg-Vorpommern~100K1.20×
04Thüringen~100K1.19×
05Brandenburg~100K1.12×
06Niedersachsen~400K0.99×
07Rheinland-Pfalz~200K0.98×
08Nordrhein-Westfalen~900K0.95×
09Hamburg~90K0.95×
10Baden-Württemberg~500K0.92×
11Schleswig-Holstein~100K0.92×
12Hessen~300K0.91×
13Saarland~50K0.89×
14Berlin~200K0.87×
15Bayern~600K0.86×
16Bremen~30K0.81×
Fig. 06

Affinity by region

Affinity by region — Whisky, Germany
0.81×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Whisky audience
#·InterestCategoryAffinity×
01Straight whiskeyFood & Beverages8.13×
02Laphroaig distilleryFood & Beverages7.89×
03Redbreast (whiskey)Food & Beverages7.81×
04Tennessee whiskeyFood & Beverages7.72×
05Malt whiskyFood & Beverages7.26×
06GlenfiddichFood & Beverages6.88×
07Bourbon whiskeyFood & Beverages6.82×
08Single malt whiskyFood & Beverages6.81×
09Scotch whiskyFood & Beverages6.19×
10American whiskeyFood & Beverages5.86×
11Irish whiskeyFood & Beverages3.87×
12Mark RuttePolitics & Society3.69×
13KickersLiterature2.21×
14DrinkingFood & Beverages2.15×
15Distilled beverageFood & Beverages1.75×
16PeacemakerMovies & TV1.73×
17CocktailFood & Beverages1.65×
18Solar energyHome & Garden1.63×
19Auto mechanicCars & Mobility1.61×
20TireCars & Mobility1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 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 Whisky audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.47×
IndulgenceJOY1.27×
TraditionCONSERVATISM1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Whisky audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.90×
SustainabilityBALANCE0.92×
Early Adopter MentalityPOWER0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Whisky fans live in Germany?

Whisky fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~900K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

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 Redbreast (whiskey) (7.81×) 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 Whisky audiences in other countries

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.

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