A data profile of the people who buy, follow and care about Whisky in United Kingdom — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 6,507,665 people in United Kingdom.
The average Whisky fan in United Kingdom is 45.1 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Scotland, Greater London.
Top brand affinities include Halford, Stanley, Crowdfunding, with strongest over-indexing on Halford (1.89× the country average).
Demographically, the Whisky audience skews balanced with an average age of 45.1, and over-indexes on personality traits such as Indulgence, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Whisky fan in United Kingdom is balanced, around 45.1 years old, with strong Indulgence tendencies and a notable affinity for Halford.
The key figures that characterise the Whisky profile in United Kingdom.
45.6% are female, 54.4% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 45.6% |
| Male | 54.4% |
| Average age | 45.1 |
| Estimated audience size | 6,507,665 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Whisky audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
Where the Whisky audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~1.5M | 2.32× | |
| 02 | Greater London | ~1M | 1.33× | |
| 03 | North West | ~800K | 1.18× | |
| 04 | East Midlands | ~500K | 1.12× | |
| 05 | South West | ~600K | 1.03× | |
| 06 | East of England | ~600K | 0.98× | |
| 07 | North East | ~200K | 0.96× | |
| 08 | South East | ~800K | 0.94× | |
| 09 | Yorkshire and the Humber | ~400K | 0.79× | |
| 10 | West Midlands | ~200K | 0.68× | |
| 11 | England | ~4M | 0.64× | |
| 12 | Wales | ~200K | 0.57× | |
| 13 | Northern Ireland | ~100K | 0.56× |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | American whiskey | Food & Beverages | 6.05× | ||
| 02 | Michelle Dockery | Movies & TV | 5.69× | ||
| 03 | Blended whiskey | Food & Beverages | 4.45× | ||
| 04 | Malt whisky | Food & Beverages | 4.18× | ||
| 05 | Single malt whisky | Food & Beverages | 4.10× | ||
| 06 | Stanley | Home & Garden | 3.71× | ||
| 07 | Crowdfunding | Business & Career | 3.66× | ||
| 08 | Scotch whisky | Food & Beverages | 3.39× | ||
| 09 | Zero waste | Home & Garden | 2.73× | ||
| 10 | U.K. | Music & Radio | 2.12× | ||
| 11 | Celtic FC | Sports | 2.00× | ||
| 12 | Drinking | Food & Beverages | 1.90× | ||
| 13 | Halford | Music & Radio | 1.89× | ||
| 14 | Outdoor enthusiast | Sports | 1.84× | ||
| 15 | Landscape design | Business & Career | 1.82× | ||
| 16 | Subscription business model | Shopping | 1.67× | ||
| 17 | Ryanair | Travel & Leisure | 1.62× | ||
| 18 | Toolstation | Home & Garden | 1.60× | ||
| 19 | Autotrader | Cars & Mobility | 1.60× | ||
| 20 | Local food | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.47× | |
| Design Affinity | PREMIUM | 1.46× | |
| Patriotism | CONSERVATISM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.00× | |
| Price Sensitivity | PREMIUM | 1.02× | |
| Extroversion | THRILL | 1.06× |
Whisky has an estimated audience of 6,507,665 people in United Kingdom, concentrated in England and Scotland.
45.6% of Whisky fans are female, 54.4% are male, with an average age of 45.1 years.
Whisky fans show strongest brand affinity for Halford (1.89×), Stanley (3.71×), and Crowdfunding (3.66×) over the country average.
Whisky fans in United Kingdom are most concentrated in England (reach ~4M), Scotland (reach ~1.5M), and Greater London (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Whisky itself, the audience over-indexes on Stanley (3.71×), Crowdfunding (3.66×), Scotch whisky (3.39×), and Toolstation (1.6×) 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 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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