Scotch whisky Audience in United States

Scotch whisky logo

Scotch whisky has an estimated audience of 11,200,696 people in United States. 41.1% are female, 58.9% are male, average age 40.0. Top regions: California, Texas, Florida. Top brand affinities: Whisky, Bourbon whiskey, Irish whiskey, Single malt whisky, Malt whisky.

The average Scotch whisky fan in United States is 40.0 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Whisky, Bourbon whiskey, Irish whiskey, with strongest over-indexing on Whisky (5.84× the country average). Demographically, the Scotch whisky audience skews more male with an average age of 40.0, and over-indexes on personality traits such as Luxury Orientation, LGBTQ+ Identity. 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 Scotch whisky fans

Demographic split for Scotch whisky audience in United States
MetricValue
Female41.1%
Male58.9%
Average age40.0
Estimated audience size11,200,696

Audience persona

The typical Scotch whisky fan in United States is more male, around 40.0 years old, with strong Luxury Orientation tendencies and a notable affinity for Whisky.

Top regions in United States

Top regions ranked by reach for Scotch whisky in United States
RegionReachAffinity
California1,461,2171.19×
Texas1,108,7751.15×
Florida878,6061.16×
New York761,7411.22×
Illinois417,6951.12×
Pennsylvania371,9100.99×
North Carolina354,7571.05×
New Jersey353,5601.24×
Georgia352,8871.02×
Ohio336,6380.98×
Michigan301,9101.03×
Virginia283,8581.04×
Tennessee238,6691.06×
Massachusetts236,7861.07×
Washington234,6001.04×
Indiana201,9500.99×
Maryland198,5281.03×
Colorado195,6011.11×
Missouri169,6810.94×
Wisconsin168,6701×
Arizona159,0600.7×
South Carolina156,2940.93×
Louisiana143,7941×
Oregon143,7111.12×
Minnesota143,5450.89×
Kentucky141,9521.01×
Oklahoma138,6431.11×
Alabama136,8110.87×
Nevada129,0271.19×
Connecticut117,5531.05×
Iowa92,2081×
Kansas87,8521×
Mississippi87,3030.95×
Arkansas83,9160.91×
Utah75,6010.75×
Nebraska70,0671.25×
Hawaii66,7061.39×
New Mexico51,2090.91×
Idaho48,0070.85×
West Virginia45,4890.87×
New Hampshire40,8880.93×
Washington, District of Columbia38,2941.14×
Maine37,5800.94×
Rhode Island31,9620.9×
Montana29,2930.94×
Delaware23,1510.75×
South Dakota21,3050.82×
North Dakota18,7680.82×
Vermont18,4920.94×
Alaska17,6860.74×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Scotch whisky audience
BrandAffinityCategory
Whisky5.84×Food & Beverages
Bourbon whiskey5.18×Food & Beverages
Irish whiskey7.01×Food & Beverages
Single malt whisky7.37×Food & Beverages
Malt whisky9.19×Food & Beverages
Blended whiskey7.54×Food & Beverages
Tennessee whiskey6.74×Food & Beverages
Small batch whiskey7.09×Food & Beverages
Fox News Channel1.56×Movies & TV
Alcoholic beverages1.54×Food & Beverages
Vodka3.27×Food & Beverages
American whiskey6.16×Food & Beverages
Barrel4.96×Politics & Society
Johnnie Walker7.57×Food & Beverages
Kentucky2.51×Travel & Leisure
Alcohol2.13×Food & Beverages
AutoZone1.62×Cars & Mobility
The UPS Store1.85×Shopping
Single malt scotch9.09×Food & Beverages
Texas Roadhouse1.56×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Scotch whisky audience
TraitClusterScore
Luxury OrientationPREMIUM1.75
LGBTQ+ IdentityOPEN1.72
IndulgenceJOY1.53
Design AffinityPREMIUM1.51
Early Adopter MentalityPOWER1.47
Sports ActivityPOWER1.37

Worldwide distribution

Worldwide audience distribution share by country for Scotch whisky
CountryShare
United States17.3%
Japan12.9%
India6.2%

See Scotch whisky audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

How many fans does Scotch whisky have in United States?

Scotch whisky has an estimated audience of 11,200,696 people in United States, concentrated in California and Texas.

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

41.1% of Scotch whisky fans are female, 58.9% are male, with an average age of 40.0 years.

Which brands do Scotch whisky fans like most?

Scotch whisky fans show strongest brand affinity for Whisky (5.84×), Bourbon whiskey (5.18×), and Irish whiskey (7.01×) over the country average.

Where do Scotch whisky fans live in United States?

Scotch whisky fans in United States are most concentrated in California (reach 1,461,217), Texas (reach 1,108,775), and Florida (reach 878,606). These three regions account for the largest share of the active audience.

What other brands do Scotch whisky fans also like?

Beyond Scotch whisky itself, the audience over-indexes on Bourbon whiskey (5.18×), Irish whiskey (7.01×), Single malt whisky (7.37×), and Malt whisky (9.19×) 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 Scotch 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.