American whiskey Audience in United States

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American whiskey has an estimated audience of 5,143,208 people in United States. 32.6% are female, 67.4% are male, average age 41.5. Top regions: New York, California, New Jersey. Top brand affinities: Whisky, Bourbon whiskey, Kentucky, Small batch whiskey, Tennessee whiskey.

The average American whiskey fan in United States is 41.5 years old, more male, and lives primarily in New York. The audience is concentrated in New York, California, New Jersey. Top brand affinities include Whisky, Bourbon whiskey, Kentucky, with strongest over-indexing on Whisky (5.3× the country average). Demographically, the American whiskey audience skews more male with an average age of 41.5, and over-indexes on personality traits such as LGBTQ+ Identity, Community Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

Demographics of American whiskey fans

Demographic split for American whiskey audience in United States
MetricValue
Female32.6%
Male67.4%
Average age41.5
Estimated audience size5,143,208

Audience persona

The typical American whiskey fan in United States is more male, around 41.5 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Whisky.

Top regions in United States

Top regions ranked by reach for American whiskey in United States
RegionReachAffinity
New York928,5213.23×
California528,6770.93×
New Jersey378,0762.89×
Texas373,0060.84×
Florida310,5830.89×
Illinois176,2641.03×
Pennsylvania167,1090.96×
Georgia143,4270.91×
Ohio138,0860.87×
North Carolina138,0540.89×
Virginia118,3240.94×
Michigan109,7350.82×
Washington102,8331×
Massachusetts94,9640.94×
Colorado93,4531.15×
Kentucky82,5011.28×
Tennessee81,3710.79×
Louisiana81,3141.23×
Maryland78,4860.89×
Missouri77,4720.93×
Indiana73,5950.78×
Arizona70,0770.67×
Connecticut66,4041.29×
Wisconsin66,3120.86×
Minnesota65,0140.88×
Nevada61,5101.24×
South Carolina61,0840.79×
Oregon56,3480.96×
Alabama49,3030.69×
Oklahoma48,1110.84×
Iowa39,4790.93×
Kansas37,1070.92×
Arkansas35,0330.83×
Utah28,2780.61×
Mississippi26,8490.63×
New Hampshire25,6831.27×
Nebraska23,4720.91×
Idaho21,1080.82×
West Virginia20,0870.84×
Hawaii19,5530.88×
Washington, District of Columbia17,8171.15×
New Mexico16,6780.65×
Montana14,4611.01×
Maine13,7690.75×
South Dakota13,0851.1×
Rhode Island11,5730.71×
Delaware10,8580.77×
North Dakota10,4240.99×
Alaska9,6770.88×
Wyoming8,9651.18×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for American whiskey audience
BrandAffinityCategory
Whisky5.3×Food & Beverages
Bourbon whiskey6.36×Food & Beverages
Kentucky4.74×Travel & Leisure
Small batch whiskey8.61×Food & Beverages
Tennessee whiskey7.39×Food & Beverages
Rye whiskey11.24×Food & Beverages
Bourbon Street12.49×Travel & Leisure
House of Bourbon14.47×Politics & Society
Blended whiskey7.35×Food & Beverages
Bourbon County, Kentucky14.23×Travel & Leisure
Scotch whisky5.09×Food & Beverages
Fox News Channel1.58×Movies & TV
Friends1.76×Movies & TV
Irish whiskey5.48×Food & Beverages
Rock music1.51×Music & Radio
Texas Roadhouse1.95×Food & Beverages
American football1.64×Sports
LinkedIn1.81×Internet & Social Media
Walmart1.55×Shopping
Recipes1.51×Food & Beverages

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by American whiskey audience
TraitClusterScore
LGBTQ+ IdentityOPEN3.19
Community OrientationOPEN2.34
PatriotismCONSERVATISM1.84
IndulgenceJOY1.72
Family OrientationCONSERVATISM1.55
Design AffinityPREMIUM1.54

Worldwide distribution

Worldwide audience distribution share by country for American whiskey
CountryShare
United States46.2%
Japan12.4%
United Kingdom5.1%

See American whiskey audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

How many fans does American whiskey have in United States?

American whiskey has an estimated audience of 5,143,208 people in United States, concentrated in New York and California.

What is the gender split and age of American whiskey fans?

32.6% of American whiskey fans are female, 67.4% are male, with an average age of 41.5 years.

Which brands do American whiskey fans like most?

American whiskey fans show strongest brand affinity for Whisky (5.3×), Bourbon whiskey (6.36×), and Kentucky (4.74×) over the country average.

Where do American whiskey fans live in United States?

American whiskey fans in United States are most concentrated in New York (reach 928,521), California (reach 528,677), and New Jersey (reach 378,076). These three regions account for the largest share of the active audience.

What other brands do American whiskey fans also like?

Beyond American whiskey itself, the audience over-indexes on Bourbon whiskey (6.36×), Kentucky (4.74×), Small batch whiskey (8.61×), and Tennessee whiskey (7.39×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for American whiskey. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.