Rascasse Audience Intelligence

American whiskey Audience in United States

A data profile of the people who buy, follow and care about American whiskey in United States — modelled from more than twelve digital signal sources. American whiskey has an estimated audience of 5,143,208 people in United States.

#20among Alcohol in United States#3714among Topic in United States#443in Food & Beverages

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, Texas.

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 Convenience Orientation, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the American whiskey profile in United States.

Audience size
5.1M
in United States
Gender
32.6%♀
67.4% male
Age
41.5
average years
Country rank
#6512
Topic in United States
Fig. 01

Search interest · 12-month trend

+22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of American whiskey fans

32.6% are female, 67.4% are male, average age 41.5.

Fig. 02

Gender split

32.6%
Female
67.4%
Male
Demographic split for American whiskey audience in United States
MetricValue
Female32.6%
Male67.4%
Average age41.5
Estimated audience size5,143,208
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the American whiskey audience in United States
Age bracketShare%
16-1911%
20-2921%
30-3922%
40-4922%
50+23%
Fig. 04

Worldwide distribution

46.2%

of the worldwide American whiskey audience comes from United States.

Worldwide audience distribution share by country for American whiskey
CountryShare
United States46.2%
Japan12.4%
United Kingdom5.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the American whiskey audience in United States is strongest.

Fig. 05

Top regions by affinity

American whiskey fans by region: top regions in United States
#RegionReachAffinity×
01New York~600K2.03×
02New Jersey~200K1.80×
03Kentucky~100K1.60×
04Nebraska~30K1.27×
05Colorado~100K1.22×
06Tennessee~100K1.16×
07Louisiana~80K1.16×
08Alabama~80K1.12×
09Wisconsin~80K1.10×
10Washington, District of Columbia~20K1.09×
11Georgia~200K1.08×
12Indiana~100K1.05×
13Connecticut~50K1.05×
14Nevada~50K1.05×
15Iowa~40K1.05×
16Missouri~90K1.04×
17South Carolina~80K1.03×
18Illinois~200K1.01×
19Kansas~40K1.01×
20New Hampshire~20K1.01×
21South Dakota~10K1.01×
22Ohio~200K1.00×
23Virginia~100K0.99×
24North Dakota~10K0.99×
25Oklahoma~60K0.98×
26Mississippi~40K0.98×
27Montana~10K0.98×
28Alaska~10K0.97×
29Maryland~80K0.96×
30Delaware~10K0.96×
31Vermont~9K0.96×
32North Carolina~100K0.95×
33West Virginia~20K0.94×
34Pennsylvania~200K0.93×
35Texas~400K0.91×
36Florida~300K0.90×
37Michigan~100K0.90×
38Minnesota~70K0.90×
39Arkansas~40K0.90×
40Idaho~20K0.90×
41Oregon~50K0.89×
42Hawaii~20K0.88×
43Maine~20K0.88×
44Rhode Island~10K0.87×
45Washington~90K0.86×
46Arizona~90K0.84×
47Massachusetts~90K0.84×
48New Mexico~20K0.83×
49California~500K0.82×
50Utah~30K0.73×
Fig. 06

Affinity by region

Affinity by region — American whiskey, United States
0.73×1.00×2.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the American whiskey audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for American whiskey audience
#·InterestCategoryAffinity×
01House of BourbonPolitics & Society14.47×
02Bourbon County, KentuckyTravel & Leisure14.23×
03Bourbon StreetTravel & Leisure12.49×
04Rye whiskeyFood & Beverages11.24×
05Small batch whiskeyFood & Beverages8.61×
06Tennessee whiskeyFood & Beverages7.39×
07Blended whiskeyFood & Beverages7.35×
08Bourbon whiskeyFood & Beverages6.36×
09Irish whiskeyFood & Beverages5.48×
10WhiskyFood & Beverages5.30×
11Scotch whiskyFood & Beverages5.09×
12KentuckyTravel & Leisure4.74×
13Texas RoadhouseFood & Beverages1.95×
14Donald TrumpPolitics & Society1.64×
15American footballSports1.64×
16SpotifyInternet & Social Media1.57×
17WalmartShopping1.55×
18Rock musicMusic & Radio1.51×
19RecipesFood & Beverages1.51×
20BasketballSports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the American whiskey audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by American whiskey audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.60×
IndulgenceJOY1.59×
DIY MentalityTHRILL1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by American whiskey audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.99×
Design AffinityPREMIUM1.04×
Luxury OrientationPREMIUM1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do American whiskey fans live in United States?

American whiskey fans in United States are most concentrated in New York (reach ~600K), California (reach ~500K), and Texas (reach ~400K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Alcohol audiences in United States

See American whiskey audiences in other countries

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.

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