A data profile of the people who buy, follow and care about Scotch whisky in United Kingdom — modelled from more than twelve digital signal sources. Scotch whisky has an estimated audience of 3,732,657 people in United Kingdom.
The average Scotch whisky fan in United Kingdom is 45.3 years old, more male, and lives primarily in England.
The audience is concentrated in England, Scotland, South East.
Top brand affinities include Single malt whisky, Malt whisky, National Lottery, with strongest over-indexing on Single malt whisky (9.42× the country average).
Demographically, the Scotch whisky audience skews more male with an average age of 45.3, and over-indexes on personality traits such as Indulgence, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Scotch whisky fan in United Kingdom is more male, around 45.3 years old, with strong Indulgence tendencies and a notable affinity for Single malt whisky.
The key figures that characterise the Scotch whisky profile in United Kingdom.
43.5% are female, 56.5% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 43.5% |
| Male | 56.5% |
| Average age | 45.3 |
| Estimated audience size | 3,732,657 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 34% |
of the worldwide Scotch whisky audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 12.9% |
| India | 6.2% |
Where the Scotch whisky audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~700K | 2.03× | |
| 02 | West Midlands | ~200K | 1.34× | |
| 03 | Yorkshire and the Humber | ~400K | 1.26× | |
| 04 | North East | ~200K | 1.16× | |
| 05 | East of England | ~300K | 1.01× | |
| 06 | South East | ~500K | 0.96× | |
| 07 | East Midlands | ~200K | 0.88× | |
| 08 | South West | ~300K | 0.86× | |
| 09 | Northern Ireland | ~90K | 0.80× | |
| 10 | England | ~2.5M | 0.77× | |
| 11 | North West | ~300K | 0.70× | |
| 12 | Wales | ~100K | 0.70× |
The strongest cross-interests of the Scotch whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 10.04× | ||
| 02 | Single malt whisky | Food & Beverages | 9.42× | ||
| 03 | Blended whiskey | Food & Beverages | 8.99× | ||
| 04 | Irish whiskey | Food & Beverages | 8.08× | ||
| 05 | Wine & Spirits | Food & Beverages | 5.71× | ||
| 06 | Whisky | Food & Beverages | 4.26× | ||
| 07 | British Gas | Home & Garden | 3.48× | ||
| 08 | Betfair | Games | 3.37× | ||
| 09 | National Lottery | Games | 3.34× | ||
| 10 | Betfred | Games | 3.19× | ||
| 11 | Paddy Power | Games | 3.02× | ||
| 12 | William Hill (bookmaker) | Games | 2.97× | ||
| 13 | Sky Bet | Games | 2.96× | ||
| 14 | National Lottery (United Kingdom) | Games | 2.89× | ||
| 15 | Cocktail | Food & Beverages | 2.80× | ||
| 16 | Distilled beverage | Food & Beverages | 2.76× | ||
| 17 | Toolstation | Home & Garden | 2.60× | ||
| 18 | Beer | Food & Beverages | 2.35× | ||
| 19 | Alcoholic beverages | Food & Beverages | 2.05× | ||
| 20 | Current events | Arts & Culture | 2.00× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.66× | |
| Spirituality | BALANCE | 1.57× | |
| Convenience Orientation | PREMIUM | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.80× | |
| Early Adopter Mentality | POWER | 0.90× | |
| Design Affinity | PREMIUM | 0.98× |
Scotch whisky has an estimated audience of 3,732,657 people in United Kingdom, concentrated in England and Scotland.
43.5% of Scotch whisky fans are female, 56.5% are male, with an average age of 45.3 years.
Scotch whisky fans show strongest brand affinity for Single malt whisky (9.42×), Malt whisky (10.04×), and National Lottery (3.34×) over the country average.
Scotch whisky fans in United Kingdom are most concentrated in England (reach ~2.5M), Scotland (reach ~700K), and South East (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Scotch whisky itself, the audience over-indexes on Malt whisky (10.04×), National Lottery (3.34×), Betfred (3.19×), and British Gas (3.48×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Scotch 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 United Kingdom. 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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