Rascasse Audience Intelligence

Malt whisky Audience in United States

A data profile of the people who buy, follow and care about Malt whisky in United States — modelled from more than twelve digital signal sources. Malt whisky has an estimated audience of 4,192,475 people in United States.

#21among Alcohol in United States#4204among Topic in United States#505in Food & Beverages

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, Florida.

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 Luxury Orientation, Design Affinity.

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

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

Audience size
4.2M
in United States
Gender
35.3%♀
64.7% male
Age
41.6
average years
Country rank
#7733
Topic in United States
Fig. 01

Search interest · 12-month trend

-46%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malt whisky fans

35.3% are female, 64.7% are male, average age 41.6.

Fig. 02

Gender split

35.3%
Female
64.7%
Male
Demographic split for Malt whisky audience in United States
MetricValue
Female35.3%
Male64.7%
Average age41.6
Estimated audience size4,192,475
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Malt whisky audience in United States
Age bracketShare%
16-1911%
20-2921%
30-3923%
40-4922%
50+23%
Fig. 04

Worldwide distribution

21.6%

of the worldwide Malt whisky audience comes from United States.

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

Fig. 05

Top regions by affinity

Malt whisky fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~10K1.51×
02Rhode Island~20K1.24×
03Montana~10K1.23×
04Delaware~10K1.20×
05Maine~20K1.17×
06Vermont~9K1.17×
07Hawaii~20K1.14×
08New Mexico~20K1.13×
09West Virginia~20K1.13×
10Washington, District of Columbia~10K1.11×
11Idaho~20K1.10×
12South Dakota~10K1.09×
13Mississippi~40K1.06×
14Nebraska~20K1.06×
15Arkansas~40K1.03×
16Iowa~30K1.01×
17Kansas~30K1.01×
18New Hampshire~20K1.01×
19North Dakota~9K1.00×
20Utah~40K0.99×
21Oklahoma~50K0.98×
22Louisiana~50K0.97×
23Nevada~40K0.97×
24Kentucky~50K0.96×
25Oregon~50K0.96×
26Connecticut~40K0.96×
27Alabama~60K0.95×
28South Carolina~60K0.93×
29Missouri~60K0.92×
30Wisconsin~60K0.92×
31Minnesota~60K0.92×
32Tennessee~80K0.91×
33Indiana~70K0.91×
34Maryland~70K0.91×
35Arizona~80K0.90×
36Colorado~60K0.90×
37Massachusetts~70K0.89×
38Michigan~100K0.88×
39Washington~70K0.88×
40New Jersey~90K0.87×
41Virginia~90K0.87×
42Georgia~100K0.86×
43Ohio~100K0.86×
44North Carolina~100K0.86×
45Pennsylvania~100K0.85×
46Illinois~100K0.84×
47Florida~200K0.77×
48New York~200K0.76×
49Texas~300K0.74×
50California~300K0.67×
Fig. 06

Affinity by region

Affinity by region — Malt whisky, United States
0.67×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malt whisky audience
#·InterestCategoryAffinity×
01Single malt whiskyFood & Beverages62.22×
02Single malt scotchFood & Beverages58.81×
03MorayTravel & Leisure35.00×
04Chivas RegalFood & Beverages29.20×
05GlenfiddichFood & Beverages28.24×
06Laphroaig distilleryFood & Beverages28.06×
07RyeFood & Beverages22.36×
08Fine Wine & Good SpiritsShopping20.00×
09Bourbon County, KentuckyTravel & Leisure17.27×
10American whiskeyFood & Beverages15.35×
11Rye whiskeyFood & Beverages14.09×
12Blended whiskeyFood & Beverages11.99×
13Scotch whiskyFood & Beverages9.05×
14Mixed drinkFood & Beverages8.45×
15MaltFood & Beverages8.43×
16BarleyHome & Garden7.38×
17WhiskyFood & Beverages6.43×
18Drinking waterFood & Beverages4.51×
19Turkey huntingSports4.45×
20Online shoppingShopping1.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malt whisky 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 whisky audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM2.35×
Design AffinityPREMIUM2.24×
Quality AwarenessPREMIUM2.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malt whisky audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY1.14×
Price SensitivityPREMIUM1.16×
SpiritualityBALANCE1.20×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Malt whisky fans live in United States?

Malt whisky fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Alcohol audiences in United States

See Malt whisky 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 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.

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