A data profile of the people who buy, follow and care about Whisky in Ireland — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 663,681 people in Ireland.
Whisky has an estimated audience of 663,681 people in Ireland. 44.9% are female, 55.1% are male, average age 42.7. Top brand affinities: Irish whiskey, Scotch whisky, Malt whisky, Brewing, Distillation.
Top brand affinities include Irish whiskey, Scotch whisky, Malt whisky, with strongest over-indexing on Irish whiskey (2.62× the country average).
Demographically, the Whisky audience skews more male with an average age of 42.7, and over-indexes on personality traits such as Social Media Usage, Design Affinity.
The typical Whisky fan in Ireland is more male, around 42.7 years old, with strong Social Media Usage tendencies and a notable affinity for Irish whiskey.
The key figures that characterise the Whisky profile in Ireland.
44.9% are female, 55.1% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 44.9% |
| Male | 55.1% |
| Average age | 42.7 |
| Estimated audience size | 663,681 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 19% | |
| 30-39 | 24% | |
| 40-49 | 24% | |
| 50+ | 24% |
of the worldwide Whisky audience comes from Ireland.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Single malt whisky | Food & Beverages | 3.25× | ||
| 02 | Johnnie Walker | Food & Beverages | 3.20× | ||
| 03 | Malt whisky | Food & Beverages | 3.18× | ||
| 04 | Blended whiskey | Food & Beverages | 3.13× | ||
| 05 | Scotch whisky | Food & Beverages | 3.10× | ||
| 06 | Small batch whiskey | Food & Beverages | 3.04× | ||
| 07 | Barley | Home & Garden | 2.74× | ||
| 08 | Malt | Food & Beverages | 2.65× | ||
| 09 | Kilbeggan Distillery | Food & Beverages | 2.65× | ||
| 10 | Irish whiskey | Food & Beverages | 2.62× | ||
| 11 | Bourbon whiskey | Food & Beverages | 2.62× | ||
| 12 | Tennessee whiskey | Food & Beverages | 2.60× | ||
| 13 | Barrel | Politics & Society | 2.51× | ||
| 14 | Distillation | Health | 2.22× | ||
| 15 | Brewing | Food & Beverages | 1.88× | ||
| 16 | Microbrewery | Food & Beverages | 1.67× | ||
| 17 | Dairy farming | Food & Beverages | 1.58× | ||
| 18 | Brewery | Food & Beverages | 1.52× | ||
| 19 | Drinking | Food & Beverages | 1.51× | ||
| 20 | Sustainable energy | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 3.26× | |
| Design Affinity | PREMIUM | 1.01× | |
| Travelling | THRILL | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.82× | |
| Need for Security | CONSERVATISM | 0.92× | |
| Travelling | THRILL | 0.97× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland 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 Ireland. 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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