Rascasse Audience Intelligence

Single malt scotch Audience in United States

A data profile of the people who buy, follow and care about Single malt scotch in United States — modelled from more than twelve digital signal sources. Single malt scotch has an estimated audience of 1,825,717 people in United States.

#40among Alcohol in United States#6632among Topic in United States#927in Food & Beverages

The average Single malt scotch fan in United States is 38.3 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, Blended whiskey, with strongest over-indexing on Single malt whisky (58.33× the country average).

Demographically, the Single malt scotch audience skews more male with an average age of 38.3, 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 Single malt scotch fan in United States is more male, around 38.3 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 Single malt scotch profile in United States.

Audience size
1.8M
in United States
Gender
32.8%♀
67.2% male
Age
38.3
average years
Country rank
#15294
Topic in United States
Fig. 01

Search interest · 12-month trend

+44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Single malt scotch fans

32.8% are female, 67.2% are male, average age 38.3.

Fig. 02

Gender split

32.8%
Female
67.2%
Male
Demographic split for Single malt scotch audience in United States
MetricValue
Female32.8%
Male67.2%
Average age38.3
Estimated audience size1,825,717
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Single malt scotch audience in United States
Age bracketShare%
16-1917%
20-2925%
30-3922%
40-4920%
50+16%
Fig. 04

Worldwide distribution

24.9%

of the worldwide Single malt scotch audience comes from United States.

Worldwide audience distribution share by country for Single malt scotch
CountryShare
United States24.9%
Taiwan12.4%
United Kingdom8.0%
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 Single malt scotch audience in United States is strongest.

Fig. 05

Top regions by affinity

Single malt scotch fans by region: top regions in United States
#RegionReachAffinity×
01New Jersey~70K1.46×
02New York~100K1.40×
03Florida~200K1.28×
04Connecticut~20K1.23×
05Massachusetts~40K1.22×
06Nevada~20K1.16×
07New Hampshire~8K1.13×
08Hawaii~9K1.12×
09Washington, District of Columbia~6K1.11×
10California~200K1.08×
11Maryland~30K1.08×
12Illinois~70K1.07×
13Washington~40K1.07×
14Maine~7K1.07×
15Rhode Island~6K1.06×
16Georgia~60K1.05×
17Oregon~20K1.05×
18Vermont~3K1.04×
19Texas~200K1.02×
20Virginia~50K1.02×
21Colorado~30K1.02×
22Alaska~4K1.01×
23Kansas~10K1.00×
24Delaware~5K1.00×
25Pennsylvania~60K0.99×
26North Carolina~50K0.99×
27Arizona~40K0.97×
28Oklahoma~20K0.97×
29Missouri~30K0.96×
30South Carolina~30K0.96×
31Nebraska~9K0.96×
32Montana~5K0.96×
33Arkansas~10K0.95×
34Michigan~40K0.94×
35Louisiana~20K0.94×
36Idaho~9K0.94×
37New Mexico~9K0.93×
38South Dakota~4K0.93×
39North Dakota~3K0.93×
40Minnesota~20K0.91×
41West Virginia~8K0.91×
42Ohio~50K0.90×
43Tennessee~30K0.90×
44Alabama~20K0.89×
45Iowa~10K0.88×
46Indiana~30K0.87×
47Mississippi~10K0.86×
48Wisconsin~20K0.85×
49Kentucky~20K0.84×
50Utah~10K0.77×
Fig. 06

Affinity by region

Affinity by region — Single malt scotch, United States
0.77×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Single malt scotch audience
#·InterestCategoryAffinity×
01Single malt whiskyFood & Beverages58.33×
02Malt whiskyFood & Beverages50.34×
03GlenfiddichFood & Beverages29.46×
04Chivas RegalFood & Beverages27.93×
05CourvoisierFood & Beverages25.97×
06GlenmorangieFood & Beverages24.38×
07Blended whiskeyFood & Beverages14.75×
08Rye whiskeyFood & Beverages14.41×
09The Macallan distilleryFood & Beverages14.34×
10American whiskeyFood & Beverages12.67×
11Scotch whiskyFood & Beverages9.47×
12Small batch whiskeyFood & Beverages9.12×
13Mixed drinkFood & Beverages8.32×
14Total Wine & MoreFood & Beverages6.80×
15WhiskyFood & Beverages6.43×
16Bourbon whiskeyFood & Beverages5.45×
17WineFood & Beverages2.19×
18SupermanMovies & TV1.82×
19Online shoppingShopping1.75×
20Fitness and wellnessSports1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Single malt scotch 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 Single malt scotch audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM2.43×
Design AffinityPREMIUM2.27×
Quality AwarenessPREMIUM2.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Single malt scotch audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.92×
Family OrientationCONSERVATISM1.04×
SpiritualityBALANCE1.07×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Single malt scotch have in United States?

Single malt scotch has an estimated audience of 1,825,717 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Single malt scotch fans?

32.8% of Single malt scotch fans are female, 67.2% are male, with an average age of 38.3 years.

03

Which brands do Single malt scotch fans like most?

Single malt scotch fans show strongest brand affinity for Single malt whisky (58.33×), Malt whisky (50.34×), and Blended whiskey (14.75×) over the country average.

04

Where do Single malt scotch fans live in United States?

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

05

What other brands do Single malt scotch fans also like?

Beyond Single malt scotch itself, the audience over-indexes on Malt whisky (50.34×), Blended whiskey (14.75×), Chivas Regal (27.93×), and Glenfiddich (29.46×) 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 Single malt scotch audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →