A data profile of the people who buy, follow and care about Whisky in Spain — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 2,159,577 people in Spain.
The average Whisky fan in Spain is 44.5 years old, more male, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
Top brand affinities include Sam Heughan, Bourbon whiskey, Outlander (film), with strongest over-indexing on Sam Heughan (13.89× the country average).
Demographically, the Whisky audience skews more male with an average age of 44.5, and over-indexes on personality traits such as Indulgence, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Whisky fan in Spain is more male, around 44.5 years old, with strong Indulgence tendencies and a notable affinity for Sam Heughan.
The key figures that characterise the Whisky profile in Spain.
44.8% are female, 55.2% are male, average age 44.5.
| Metric | Value |
|---|---|
| Female | 44.8% |
| Male | 55.2% |
| Average age | 44.5 |
| Estimated audience size | 2,159,577 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Whisky audience comes from Spain.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
Where the Whisky audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Andalusia | ~500K | 1.20× | |
| 02 | Comunidad Valenciana | ~300K | 1.19× | |
| 03 | Catalonia | ~500K | 1.16× | |
| 04 | Community of Madrid | ~400K | 1.10× | |
| 05 | Region of Murcia | ~80K | 1.08× | |
| 06 | Galicia | ~100K | 1.06× | |
| 07 | Castilla-La Mancha | ~90K | 1.06× | |
| 08 | Aragon | ~60K | 1.06× | |
| 09 | Canary Islands | ~100K | 1.03× | |
| 10 | Castile and León | ~90K | 0.97× | |
| 11 | Basque Autonomous Country | ~80K | 0.97× | |
| 12 | Balearic Islands | ~60K | 0.94× | |
| 13 | Extremadura | ~40K | 0.89× | |
| 14 | Principality of Asturias | ~40K | 0.87× | |
| 15 | La Rioja | ~10K | 0.87× | |
| 16 | Navarre | ~20K | 0.85× | |
| 17 | Cantabria | ~20K | 0.84× |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Justerini & Brooks | Food & Beverages | 17.12× | ||
| 02 | Sam Heughan | Movies & TV | 13.89× | ||
| 03 | Bourbon whiskey | Food & Beverages | 9.27× | ||
| 04 | Malt whisky | Food & Beverages | 6.84× | ||
| 05 | Tennessee whiskey | Food & Beverages | 5.92× | ||
| 06 | Johnnie Walker | Food & Beverages | 5.80× | ||
| 07 | Outlander (film) | Movies & TV | 5.39× | ||
| 08 | Single malt whisky | Food & Beverages | 4.42× | ||
| 09 | Scotch whisky | Food & Beverages | 3.81× | ||
| 10 | Drinking | Food & Beverages | 3.37× | ||
| 11 | Scotland | Travel & Leisure | 2.70× | ||
| 12 | United Parcel Service | Business & Career | 2.64× | ||
| 13 | The Guardian | News | 2.60× | ||
| 14 | Nutritionism | Health | 2.28× | ||
| 15 | Drinking water | Food & Beverages | 2.17× | ||
| 16 | El Economista | News | 1.76× | ||
| 17 | Distilled beverage | Food & Beverages | 1.69× | ||
| 18 | BP | Cars & Mobility | 1.64× | ||
| 19 | Cocktail | Food & Beverages | 1.58× | ||
| 20 | Gemini | Technology & Electronics | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.33× | |
| Community Orientation | OPEN | 1.23× | |
| Urban Lifestyle | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.83× | |
| Convenience Orientation | PREMIUM | 0.89× | |
| Family Orientation | CONSERVATISM | 0.91× |
Whisky has an estimated audience of 2,159,577 people in Spain, concentrated in Andalusia and Catalonia.
44.8% of Whisky fans are female, 55.2% are male, with an average age of 44.5 years.
Whisky fans show strongest brand affinity for Sam Heughan (13.89×), Bourbon whiskey (9.27×), and Outlander (film) (5.39×) over the country average.
Whisky fans in Spain are most concentrated in Andalusia (reach ~500K), Catalonia (reach ~500K), and Community of Madrid (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Whisky itself, the audience over-indexes on Bourbon whiskey (9.27×), Outlander (film) (5.39×), Drinking (3.37×), and El Economista (1.76×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.