A data profile of the people who buy, follow and care about Scotch whisky in India — modelled from more than twelve digital signal sources. Scotch whisky has an estimated audience of 4,047,663 people in India.
The average Scotch whisky fan in India is 34.9 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Gujarat, West Bengal.
Top brand affinities include Single malt whisky, Malt whisky, Irish whiskey, with strongest over-indexing on Single malt whisky (12.93× the country average).
Demographically, the Scotch whisky audience skews more male with an average age of 34.9, and over-indexes on personality traits such as Indulgence, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Scotch whisky fan in India is more male, around 34.9 years old, with strong Indulgence tendencies and a notable affinity for Single malt whisky.
The key figures that characterise the Scotch whisky profile in India.
18.6% are female, 81.4% are male, average age 34.9.
| Metric | Value |
|---|---|
| Female | 18.6% |
| Male | 81.4% |
| Average age | 34.9 |
| Estimated audience size | 4,047,663 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 47% | |
| 30-39 | 31% | |
| 40-49 | 10% | |
| 50+ | 5% |
of the worldwide Scotch whisky audience comes from India.
| Country | Share |
|---|---|
| United States | 17.3% |
| Japan | 12.9% |
| India | 6.2% |
Where the Scotch whisky audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Gujarat | ~200K | 1.52× | |
| 02 | Maharashtra | ~300K | 1.47× | |
| 03 | West Bengal | ~200K | 1.31× | |
| 04 | Goa | ~6K | 1.31× | |
| 05 | Kerala | ~80K | 1.30× | |
| 06 | Uttarakhand | ~30K | 1.28× | |
| 07 | Haryana | ~60K | 1.23× | |
| 08 | Punjab (region) | ~60K | 1.18× | |
| 09 | Himachal Pradesh | ~20K | 1.13× | |
| 10 | Karnataka | ~100K | 1.12× | |
| 11 | Manipur | ~5K | 1.07× | |
| 12 | Nagaland | ~3K | 1.02× | |
| 13 | Sikkim | ~2K | 1.00× | |
| 14 | Telangana | ~60K | 0.96× | |
| 15 | Madhya Pradesh | ~70K | 0.95× | |
| 16 | Andhra Pradesh | ~50K | 0.94× | |
| 17 | Arunachal Pradesh | ~2K | 0.93× | |
| 18 | Meghalaya | ~4K | 0.92× | |
| 19 | Mizoram | ~3K | 0.92× | |
| 20 | Chhattisgarh | ~20K | 0.90× | |
| 21 | Tripura | ~5K | 0.90× | |
| 22 | Odisha | ~40K | 0.89× | |
| 23 | Rajasthan | ~80K | 0.86× | |
| 24 | Jharkhand | ~30K | 0.86× | |
| 25 | Assam | ~30K | 0.85× | |
| 26 | Uttar Pradesh | ~200K | 0.83× | |
| 27 | Tamil Nadu | ~70K | 0.75× | |
| 28 | Jammu and Kashmir | ~10K | 0.69× | |
| 29 | Bihar | ~40K | 0.52× |
The strongest cross-interests of the Scotch whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Grain whisky | Food & Beverages | 15.79× | ||
| 02 | Blended malt whisky | Food & Beverages | 15.12× | ||
| 03 | Malt whisky | Food & Beverages | 13.96× | ||
| 04 | Jameson Irish Whiskey | Food & Beverages | 13.40× | ||
| 05 | Irish whiskey | Food & Beverages | 13.37× | ||
| 06 | Blended whiskey | Food & Beverages | 13.12× | ||
| 07 | Single malt whisky | Food & Beverages | 12.93× | ||
| 08 | Blenders Pride | Food & Beverages | 12.71× | ||
| 09 | Glenfiddich | Food & Beverages | 11.65× | ||
| 10 | Bourbon whiskey | Food & Beverages | 11.51× | ||
| 11 | Tennessee whiskey | Food & Beverages | 11.24× | ||
| 12 | Cocktail (1988 film) | Movies & TV | 11.21× | ||
| 13 | Indian whisky | Food & Beverages | 11.07× | ||
| 14 | Chivas Regal | Food & Beverages | 10.82× | ||
| 15 | Johnnie Walker | Food & Beverages | 10.70× | ||
| 16 | Vodka | Food & Beverages | 10.01× | ||
| 17 | Brewing | Food & Beverages | 7.26× | ||
| 18 | Scorpions (band) | Music & Radio | 5.53× | ||
| 19 | Distilled beverage | Food & Beverages | 3.91× | ||
| 20 | Alcoholic beverages | Food & Beverages | 2.88× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.04× | |
| Family Orientation | CONSERVATISM | 1.24× | |
| Price Sensitivity | PREMIUM | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.96× | |
| Social Media Usage | JOY | 0.96× | |
| Pet Ownership | JOY | 0.98× |
Scotch whisky has an estimated audience of 4,047,663 people in India, concentrated in Maharashtra and Gujarat.
18.6% of Scotch whisky fans are female, 81.4% are male, with an average age of 34.9 years.
Scotch whisky fans show strongest brand affinity for Single malt whisky (12.93×), Malt whisky (13.96×), and Irish whiskey (13.37×) over the country average.
Scotch whisky fans in India are most concentrated in Maharashtra (reach ~300K), Gujarat (reach ~200K), and West Bengal (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Scotch whisky itself, the audience over-indexes on Malt whisky (13.96×), Irish whiskey (13.37×), Blended whiskey (13.12×), and Blenders Pride (12.71×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India 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 India. 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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