Rascasse Audience Intelligence

Scotch whisky Audience in United States

A data profile of the people who buy, follow and care about Scotch whisky in United States — modelled from more than twelve digital signal sources. Scotch whisky has an estimated audience of 11,200,696 people in United States.

#9among Alcohol in United States#2086among Topic in United States#247in Food & Beverages

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 Patriotism, Indulgence.

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

The typical Scotch whisky fan in United States is more male, around 40.0 years old, with strong Patriotism 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 Scotch whisky profile in United States.

Audience size
11.2M
in United States
Gender
41.1%♀
58.9% male
Age
40.0
average years
Country rank
#3200
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scotch whisky fans

41.1% are female, 58.9% are male, average age 40.0.

Fig. 02

Gender split

41.1%
Female
58.9%
Male
Demographic split for Scotch whisky audience in United States
MetricValue
Female41.1%
Male58.9%
Average age40.0
Estimated audience size11,200,696
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Scotch whisky audience in United States
Age bracketShare%
16-1914%
20-2923%
30-3922%
40-4922%
50+19%
Fig. 04

Worldwide distribution

17.3%

of the worldwide Scotch whisky audience comes from United States.

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

Fig. 05

Top regions by affinity

Scotch whisky fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~400K1.53×
02California~2M1.47×
03New York~900K1.43×
04Texas~1.5M1.35×
05Florida~1M1.32×
06Nevada~100K1.29×
07Hawaii~60K1.28×
08Massachusetts~300K1.25×
09Connecticut~100K1.25×
10Illinois~500K1.23×
11Washington, District of Columbia~40K1.18×
12Rhode Island~40K1.14×
13Washington~200K1.10×
14Arizona~200K1.08×
15Maryland~200K1.04×
16Colorado~200K1.04×
17Georgia~400K1.03×
18Oregon~100K1.01×
19Alaska~20K1.01×
20Pennsylvania~400K1.00×
21Virginia~300K1.00×
22New Mexico~60K1.00×
23Nebraska~60K1.00×
24New Hampshire~40K0.98×
25Delaware~30K0.96×
26Kansas~80K0.95×
27Oklahoma~100K0.94×
28North Carolina~300K0.93×
29Michigan~300K0.92×
30Maine~40K0.92×
31Arkansas~80K0.91×
32Tennessee~200K0.90×
33Minnesota~100K0.90×
34Indiana~200K0.89×
35Wisconsin~100K0.89×
36Iowa~80K0.89×
37Montana~30K0.89×
38Vermont~20K0.89×
39Louisiana~100K0.88×
40South Carolina~100K0.87×
41North Dakota~20K0.86×
42Ohio~300K0.85×
43Missouri~200K0.84×
44Kentucky~100K0.83×
45Idaho~50K0.83×
46West Virginia~40K0.82×
47South Dakota~20K0.82×
48Mississippi~70K0.80×
49Alabama~100K0.78×
50Utah~70K0.72×
Fig. 06

Affinity by region

Affinity by region — Scotch whisky, United States
0.72×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scotch whisky audience
#·InterestCategoryAffinity×
01Malt whiskyFood & Beverages9.19×
02Johnnie WalkerFood & Beverages7.57×
03Blended whiskeyFood & Beverages7.54×
04Single malt whiskyFood & Beverages7.37×
05Small batch whiskeyFood & Beverages7.09×
06Irish whiskeyFood & Beverages7.01×
07Tennessee whiskeyFood & Beverages6.74×
08American whiskeyFood & Beverages6.16×
09WhiskyFood & Beverages5.84×
10Bourbon whiskeyFood & Beverages5.18×
11BarrelPolitics & Society4.96×
12VodkaFood & Beverages3.27×
13KentuckyTravel & Leisure2.51×
14AlcoholFood & Beverages2.13×
15The UPS StoreShopping1.85×
16Melania TrumpPolitics & Society1.81×
17Mitch McConnellPolitics & Society1.67×
18Donald TrumpPolitics & Society1.56×
19McDonald'sFood & Beverages1.56×
20Alcoholic beveragesFood & Beverages1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scotch 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 Scotch whisky audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.50×
IndulgenceJOY1.48×
Community OrientationOPEN1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scotch whisky audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM1.03×
Pet OwnershipJOY1.04×
Early Adopter MentalityPOWER1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Scotch whisky fans live in United States?

Scotch whisky fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Alcohol audiences in United States

See Scotch 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 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.

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