A data profile of the people who buy, follow and care about Whisky in Sweden — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 1,592,249 people in Sweden.
Whisky has an estimated audience of 1,592,249 people in Sweden. 51.2% are female, 48.8% are male, average age 48.2. Top brand affinities: Systembolaget, Scotch whisky, Ice Hockey World Championships, Dagens Industri, Blended whiskey.
Top brand affinities include Systembolaget, Scotch whisky, Ice Hockey World Championships, with strongest over-indexing on Systembolaget (2.81× the country average).
Demographically, the Whisky audience skews balanced with an average age of 48.2, and over-indexes on personality traits such as Urban Lifestyle, Design Affinity.
The typical Whisky fan in Sweden is balanced, around 48.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Systembolaget.
The key figures that characterise the Whisky profile in Sweden.
51.2% are female, 48.8% are male, average age 48.2.
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 48.2 |
| Estimated audience size | 1,592,249 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 3% | |
| 20-29 | 13% | |
| 30-39 | 16% | |
| 40-49 | 25% | |
| 50+ | 43% |
of the worldwide Whisky audience comes from Sweden.
| 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 | Small batch whiskey | Food & Beverages | 6.98× | ||
| 02 | Blended whiskey | Food & Beverages | 6.28× | ||
| 03 | Scotch whisky | Food & Beverages | 5.92× | ||
| 04 | Malt whisky | Food & Beverages | 5.20× | ||
| 05 | Single malt whisky | Food & Beverages | 5.03× | ||
| 06 | Distillation | Health | 4.75× | ||
| 07 | Irish whiskey | Food & Beverages | 4.50× | ||
| 08 | Bourbon whiskey | Food & Beverages | 4.38× | ||
| 09 | Systembolaget | Shopping | 2.81× | ||
| 10 | Drinking | Food & Beverages | 2.46× | ||
| 11 | Distilled beverage | Food & Beverages | 2.18× | ||
| 12 | Rock music | Music & Radio | 1.94× | ||
| 13 | Sparkling wine | Food & Beverages | 1.92× | ||
| 14 | Cocktail | Food & Beverages | 1.91× | ||
| 15 | Red wine | Food & Beverages | 1.88× | ||
| 16 | Ice Hockey World Championships | Sports | 1.70× | ||
| 17 | Cottage | Travel & Leisure | 1.68× | ||
| 18 | Holiday cottage | Travel & Leisure | 1.62× | ||
| 19 | Dagens Industri | Business & Career | 1.55× | ||
| 20 | Stockholm | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.84× | |
| Design Affinity | PREMIUM | 1.81× | |
| Social Media Usage | JOY | 1.64× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.56× | |
| Travelling | THRILL | 0.60× | |
| Early Adopter Mentality | POWER | 0.70× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden 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 Sweden. 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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