Rascasse Audience Intelligence

Single malt whisky Audience in United States

A data profile of the people who buy, follow and care about Single malt whisky in United States — modelled from more than twelve digital signal sources. Single malt whisky has an estimated audience of 6,667,801 people in United States.

#16among Alcohol in United States#3134among Topic in United States#380in Food & Beverages

The average Single malt whisky fan in United States is 39.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Malt whisky, Single malt scotch, Blended whiskey, with strongest over-indexing on Malt whisky (57.04× the country average).

Demographically, the Single malt whisky audience skews more male with an average age of 39.4, 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 whisky fan in United States is more male, around 39.4 years old, with strong Luxury Orientation tendencies and a notable affinity for 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 whisky profile in United States.

Audience size
6.7M
in United States
Gender
39.6%♀
60.4% male
Age
39.4
average years
Country rank
#5228
Topic in United States
Fig. 01

Search interest · 12-month trend

+95%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Single malt whisky fans

39.6% are female, 60.4% are male, average age 39.4.

Fig. 02

Gender split

39.6%
Female
60.4%
Male
Demographic split for Single malt whisky audience in United States
MetricValue
Female39.6%
Male60.4%
Average age39.4
Estimated audience size6,667,801
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Single malt whisky audience in United States
Age bracketShare%
16-1914%
20-2924%
30-3923%
40-4921%
50+18%
Fig. 04

Worldwide distribution

20.9%

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

Worldwide audience distribution share by country for Single malt whisky
CountryShare
United States20.9%
Japan13.5%
United Kingdom6.7%
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 whisky audience in United States is strongest.

Fig. 05

Top regions by affinity

Single malt whisky fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~60K1.98×
02Missouri~200K1.57×
03California~1M1.56×
04New Jersey~300K1.55×
05New York~500K1.40×
06Washington~200K1.27×
07Alaska~20K1.20×
08Massachusetts~200K1.19×
09Washington, District of Columbia~20K1.18×
10Illinois~300K1.16×
11Colorado~100K1.16×
12Maryland~100K1.12×
13Connecticut~70K1.12×
14Nevada~70K1.12×
15Oregon~80K1.09×
16Virginia~200K1.08×
17Vermont~10K1.07×
18Texas~600K1.03×
19North Dakota~10K1.03×
20Florida~500K1.02×
21Delaware~20K1.02×
22South Dakota~20K1.01×
23Montana~20K1.00×
24Georgia~200K0.97×
25New Hampshire~30K0.97×
26Rhode Island~20K0.97×
27Nebraska~30K0.95×
28Maine~20K0.95×
29Idaho~30K0.94×
30West Virginia~30K0.93×
31Kansas~50K0.92×
32Arizona~100K0.91×
33New Mexico~30K0.91×
34Pennsylvania~200K0.89×
35Minnesota~80K0.88×
36Iowa~50K0.88×
37North Carolina~200K0.87×
38Michigan~200K0.87×
39Indiana~100K0.87×
40Arkansas~50K0.87×
41Mississippi~50K0.87×
42Wisconsin~90K0.86×
43Oklahoma~60K0.86×
44Tennessee~100K0.85×
45Kentucky~70K0.85×
46Utah~50K0.84×
47Louisiana~70K0.83×
48South Carolina~80K0.82×
49Alabama~80K0.81×
50Ohio~200K0.78×
Fig. 06

Affinity by region

Affinity by region — Single malt whisky, United States
0.78×1.00×1.98×
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 whisky 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 whisky audience
#·InterestCategoryAffinity×
01Single malt scotchFood & Beverages60.71×
02Malt whiskyFood & Beverages57.04×
03Laphroaig distilleryFood & Beverages41.24×
04GlenmorangieFood & Beverages33.00×
05MorayTravel & Leisure32.08×
06Chivas RegalFood & Beverages26.77×
07GlenfiddichFood & Beverages25.88×
08RyeFood & Beverages17.50×
09Rye whiskeyFood & Beverages17.35×
10Blended whiskeyFood & Beverages16.67×
11American whiskeyFood & Beverages13.19×
12Scotch whiskyFood & Beverages8.80×
13MaltFood & Beverages7.16×
14Indiana Hoosiers footballSports7.06×
15Mixed drinkFood & Beverages6.50×
16WhiskyFood & Beverages6.43×
17Wine & SpiritsFood & Beverages6.26×
18Drinking waterFood & Beverages5.22×
19Bourbon whiskeyFood & Beverages5.16×
20CultureLiterature1.99×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Single 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 Single malt whisky audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM2.35×
Design AffinityPREMIUM2.27×
Quality AwarenessPREMIUM2.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Single malt whisky audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE1.03×
Family OrientationCONSERVATISM1.03×
Price SensitivityPREMIUM1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Single malt whisky has an estimated audience of 6,667,801 people in United States, concentrated in California and Texas.

02

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

39.6% of Single malt whisky fans are female, 60.4% are male, with an average age of 39.4 years.

03

Which brands do Single malt whisky fans like most?

Single malt whisky fans show strongest brand affinity for Malt whisky (57.04×), Single malt scotch (60.71×), and Blended whiskey (16.67×) over the country average.

04

Where do Single malt whisky fans live in United States?

Single malt whisky fans in United States are most concentrated in California (reach ~1M), Texas (reach ~600K), and New York (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Single malt whisky fans also like?

Beyond Single malt whisky itself, the audience over-indexes on Single malt scotch (60.71×), Blended whiskey (16.67×), Rye (17.5×), and Laphroaig distillery (41.24×) 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 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 Single 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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