Single malt whisky Audience in United States

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Single malt whisky has an estimated audience of 6,667,801 people in United States. 39.6% are female, 60.4% are male, average age 39.4. Top regions: California, Texas, New York. Top brand affinities: Malt whisky, Single malt scotch, Blended whiskey, Rye, Laphroaig distillery.

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 LGBTQ+ Identity, Luxury Orientation. 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 Single malt whisky fans

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

Audience persona

The typical Single malt whisky fan in United States is more male, around 39.4 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Malt whisky.

Top regions in United States

Top regions ranked by reach for Single malt whisky in United States
RegionReachAffinity
California751,3461.02×
Texas557,1220.97×
New York463,1711.24×
Florida426,3030.94×
New Jersey232,1251.37×
Illinois228,4281.03×
Georgia182,2310.89×
Pennsylvania180,5280.8×
North Carolina176,5160.88×
Virginia168,4461.04×
Ohio161,4490.79×
Michigan155,3630.89×
Washington137,9991.03×
Massachusetts124,0890.94×
Maryland117,1571.02×
Arizona107,7680.79×
Tennessee106,1290.79×
Colorado105,5041×
Indiana92,9800.76×
Missouri88,1720.82×
Oregon87,7641.15×
Wisconsin74,6040.74×
Kentucky73,8310.88×
Minnesota73,0030.76×
South Carolina69,5840.69×
Connecticut67,5621.01×
Alabama65,1590.7×
Oklahoma61,7810.83×
Nevada60,3840.94×
Louisiana58,7100.68×
Iowa45,9610.84×
Hawaii44,3881.55×
Utah42,7970.72×
Kansas42,6040.81×
Arkansas36,0990.66×
Idaho34,8501.04×
Alaska31,9542.24×
Mississippi30,4760.55×
West Virginia27,2560.88×
Nebraska27,0660.81×
New Mexico25,2420.75×
Montana23,7111.28×
New Hampshire22,4580.85×
Maine21,6730.91×
South Dakota21,6031.4×
North Dakota21,0341.54×
Delaware20,9141.14×
Wyoming20,3522.06×
Rhode Island20,0170.94×
Vermont19,6881.68×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Single malt whisky audience
BrandAffinityCategory
Malt whisky57.04×Food & Beverages
Single malt scotch60.71×Food & Beverages
Blended whiskey16.67×Food & Beverages
Rye17.5×Food & Beverages
Laphroaig distillery41.24×Food & Beverages
Whisky6.43×Food & Beverages
Chivas Regal26.77×Food & Beverages
Glenmorangie33×Food & Beverages
Glenfiddich25.88×Food & Beverages
American whiskey13.19×Food & Beverages
Scotch whisky8.8×Food & Beverages
Rye whiskey17.35×Food & Beverages
Indiana Hoosiers football7.06×Sports
Drinking water5.22×Food & Beverages
Wine & Spirits6.26×Food & Beverages
Mixed drink6.5×Food & Beverages
Moray32.08×Travel & Leisure
Malt7.16×Food & Beverages
Culture1.99×Literature
Bourbon whiskey5.16×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Single malt whisky audience
TraitClusterScore
LGBTQ+ IdentityOPEN2.34
Luxury OrientationPREMIUM2.31
Design AffinityPREMIUM2.16
IndulgenceJOY1.78
Early Adopter MentalityPOWER1.77
Community OrientationOPEN1.7

Worldwide distribution

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

See Single malt whisky audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

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.

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.

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.

Where do Single malt whisky fans live in United States?

Single malt whisky fans in United States are most concentrated in California (reach 751,346), Texas (reach 557,122), and New York (reach 463,171). These three regions account for the largest share of the active audience.

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.

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.