Rascasse Audience Intelligence

Malt Audience in United States

A data profile of the people who buy, follow and care about Malt in United States — modelled from more than twelve digital signal sources. Malt has an estimated audience of 9,664,298 people in United States.

#2349among Topic in United States#282in Food & Beverages

The average Malt fan in United States is 39.3 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Single malt whisky, Malt whisky, Whisky, with strongest over-indexing on Single malt whisky (7.16× the country average).

Demographically, the Malt audience skews more male with an average age of 39.3, and over-indexes on personality traits such as Patriotism, Indulgence.

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

The typical Malt fan in United States is more male, around 39.3 years old, with strong Patriotism tendencies and a notable affinity for Single malt whisky.

Category: Food & Beverages · Type: Topic

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 Malt profile in United States.

Audience size
9.7M
in United States
Gender
41.5%♀
58.5% male
Age
39.3
average years
Country rank
#3704
Topic in United States
Fig. 01

Search interest · 12-month trend

-29%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malt fans

41.5% are female, 58.5% are male, average age 39.3.

Fig. 02

Gender split

41.5%
Female
58.5%
Male
Demographic split for Malt audience in United States
MetricValue
Female41.5%
Male58.5%
Average age39.3
Estimated audience size9,664,298
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Malt audience in United States
Age bracketShare%
16-1914%
20-2924%
30-3923%
40-4922%
50+16%
Fig. 04

Worldwide distribution

30.7%

of the worldwide Malt audience comes from United States.

Worldwide audience distribution share by country for Malt
CountryShare
United States30.7%
Brazil6.6%
United Kingdom5.6%
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 Malt audience in United States is strongest.

Fig. 05

Top regions by affinity

Malt fans by region: top regions in United States
#RegionReachAffinity×
01Rhode Island~300K9.54×
02Washington~200K1.06×
03Vermont~20K1.06×
04Oregon~100K1.05×
05Massachusetts~200K0.98×
06Utah~80K0.97×
07Alaska~20K0.97×
08Virginia~200K0.96×
09Hawaii~40K0.93×
10Washington, District of Columbia~30K0.93×
11Minnesota~100K0.92×
12California~1M0.91×
13Maine~30K0.91×
14New York~500K0.90×
15Connecticut~90K0.90×
16Pennsylvania~300K0.89×
17Idaho~40K0.89×
18Montana~20K0.89×
19New Hampshire~30K0.88×
20Illinois~300K0.87×
21Delaware~20K0.87×
22South Dakota~20K0.87×
23Colorado~100K0.86×
24Georgia~200K0.84×
25North Dakota~20K0.84×
26Ohio~200K0.83×
27Kansas~60K0.83×
28Texas~700K0.82×
29North Carolina~200K0.82×
30Maryland~100K0.82×
31Missouri~100K0.82×
32Louisiana~100K0.81×
33Oklahoma~90K0.81×
34Arkansas~60K0.81×
35West Virginia~40K0.81×
36Kentucky~100K0.80×
37Nebraska~40K0.80×
38Florida~500K0.79×
39Indiana~100K0.79×
40Mississippi~60K0.79×
41Michigan~200K0.78×
42Nevada~70K0.78×
43New Mexico~40K0.78×
44New Jersey~200K0.77×
45Wisconsin~100K0.77×
46Tennessee~100K0.76×
47Alabama~100K0.76×
48Arizona~100K0.75×
49Iowa~60K0.75×
50South Carolina~100K0.74×
Fig. 06

Affinity by region

Affinity by region — Malt, United States
0.74×1.00×9.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malt audience
#·InterestCategoryAffinity×
01Malt whiskyFood & Beverages8.43×
02Single malt scotchFood & Beverages7.37×
03Single malt whiskyFood & Beverages7.16×
04White wineFood & Beverages3.82×
05Red wineFood & Beverages3.56×
06FC Bayern MunichSports3.40×
07Total Wine & MoreFood & Beverages3.39×
08ShellfishFood & Beverages3.12×
09Irish whiskeyFood & Beverages2.91×
10Smoked meatFood & Beverages2.55×
11Web serverTechnology & Electronics2.40×
12Wine tastingFood & Beverages2.36×
13WhiskyFood & Beverages2.32×
14NASDAQBusiness & Career2.10×
15Outback SteakhouseFood & Beverages1.96×
16Real propertyHome & Garden1.73×
17PokémonGames1.66×
18GamblingGames1.60×
19Britney SpearsMusic & Radio1.60×
20Financial servicesBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malt 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 Malt audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.53×
IndulgenceJOY1.47×
Convenience OrientationPREMIUM1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malt audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.70×
Social Media UsageJOY0.74×
CreativityOPEN0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Malt have in United States?

Malt has an estimated audience of 9,664,298 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Malt fans?

41.5% of Malt fans are female, 58.5% are male, with an average age of 39.3 years.

03

Which brands do Malt fans like most?

Malt fans show strongest brand affinity for Single malt whisky (7.16×), Malt whisky (8.43×), and Whisky (2.32×) over the country average.

04

Where do Malt fans live in United States?

Malt fans in United States are most concentrated in California (reach ~1M), Texas (reach ~700K), and Florida (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Malt fans also like?

Beyond Malt itself, the audience over-indexes on Malt whisky (8.43×), Whisky (2.32×), Red wine (3.56×), and Total Wine & More (3.39×) compared to the United States average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Malt audiences in other countries

How to read this data

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