Malt whisky Audience in United States

Malt whisky logo

Malt whisky has an estimated audience of 4,192,475 people in United States. 35.3% are female, 64.7% are male, average age 41.6. Top regions: California, Texas, New York. Top brand affinities: Single malt whisky, Single malt scotch, Rye, Chivas Regal, American whiskey.

The average Malt whisky fan in United States is 41.6 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Single malt whisky, Single malt scotch, Rye, with strongest over-indexing on Single malt whisky (62.22× the country average). Demographically, the Malt whisky audience skews more male with an average age of 41.6, and over-indexes on personality traits such as LGBTQ+ Identity, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 46 regions tracked by Rascasse.

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

Demographics of Malt whisky fans

Demographic split for Malt whisky audience in United States
MetricValue
Female35.3%
Male64.7%
Average age41.6
Estimated audience size4,192,475

Audience persona

The typical Malt whisky fan in United States is more male, around 41.6 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Single malt whisky.

Top regions in United States

Top regions ranked by reach for Malt whisky in United States
RegionReachAffinity
California126,6050.27×
Texas88,2360.24×
New York77,6920.33×
Florida73,4440.26×
Mississippi50,0981.45×
Illinois44,6400.32×
Louisiana44,5430.82×
Arkansas44,5061.29×
Oklahoma43,5250.93×
Kentucky42,8350.81×
Alabama41,4630.71×
West Virginia41,3582.12×
Alaska41,2724.6×
Tennessee39,5010.47×
South Carolina39,2180.62×
North Carolina38,4910.31×
Ohio38,3350.3×
Indiana38,2110.5×
Kansas38,2011.16×
Idaho38,1921.82×
Virginia37,6370.37×
Missouri37,0060.55×
Hawaii36,4842.02×
Iowa36,2661.05×
Massachusetts36,1490.44×
Montana35,9783.09×
Georgia35,2420.27×
Michigan35,2270.32×
Wisconsin35,0390.56×
Arizona33,7440.39×
Pennsylvania33,5960.24×
Nebraska33,3691.59×
Connecticut33,3180.79×
New Mexico33,1951.58×
Nevada33,0880.82×
Rhode Island32,9062.47×
Maine32,8862.19×
Washington32,7670.39×
Colorado32,6760.49×
Oregon32,6650.68×
Utah32,4700.86×
Maryland32,0980.45×
New Jersey32,0210.3×
Minnesota31,3060.52×
Delaware29,4682.55×
Washington, District of Columbia21,2771.69×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Malt whisky audience
BrandAffinityCategory
Single malt whisky62.22×Food & Beverages
Single malt scotch58.81×Food & Beverages
Rye22.36×Food & Beverages
Chivas Regal29.2×Food & Beverages
American whiskey15.35×Food & Beverages
Whisky6.43×Food & Beverages
Glenfiddich28.24×Food & Beverages
Fine Wine & Good Spirits20×Shopping
Scotch whisky9.05×Food & Beverages
Mixed drink8.45×Food & Beverages
Blended whiskey11.99×Food & Beverages
Malt8.43×Food & Beverages
Laphroaig distillery28.06×Food & Beverages
Moray35×Travel & Leisure
Rye whiskey14.09×Food & Beverages
Barley7.38×Home & Garden
Turkey hunting4.45×Sports
Superman1.92×Movies & TV
Drinking water4.51×Food & Beverages
Bourbon County, Kentucky17.27×Travel & Leisure

Psychographic profile

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

Top personality traits over-indexed by Malt whisky audience
TraitClusterScore
LGBTQ+ IdentityOPEN2.81
Design AffinityPREMIUM2.3
IndulgenceJOY2.25
Luxury OrientationPREMIUM2.09
PatriotismCONSERVATISM1.97
Sports ActivityPOWER1.73

Worldwide distribution

Worldwide audience distribution share by country for Malt whisky
CountryShare
United States21.6%
India8.5%
United Kingdom8.2%

See Malt whisky audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

How many fans does Malt whisky have in United States?

Malt whisky has an estimated audience of 4,192,475 people in United States, concentrated in California and Texas.

What is the gender split and age of Malt whisky fans?

35.3% of Malt whisky fans are female, 64.7% are male, with an average age of 41.6 years.

Which brands do Malt whisky fans like most?

Malt whisky fans show strongest brand affinity for Single malt whisky (62.22×), Single malt scotch (58.81×), and Rye (22.36×) over the country average.

Where do Malt whisky fans live in United States?

Malt whisky fans in United States are most concentrated in California (reach 126,605), Texas (reach 88,236), and New York (reach 77,692). These three regions account for the largest share of the active audience.

What other brands do Malt whisky fans also like?

Beyond Malt whisky itself, the audience over-indexes on Single malt scotch (58.81×), Rye (22.36×), Chivas Regal (29.2×), and American whiskey (15.35×) 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 Malt 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.

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.