Rascasse Audience Intelligence

Whisky Audience in United States

A data profile of the people who buy, follow and care about Whisky in United States — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 27,567,431 people in United States.

#2among Alcohol in United States#728among Topic in United States#101in Food & Beverages

The average Whisky fan in United States is 41.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Rock music, Televisions, Alcoholic beverages, with strongest over-indexing on Rock music (1.78× the country average).

Demographically, the Whisky audience skews more male with an average age of 41.1, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Whisky fan in United States is more male, around 41.1 years old, with strong Patriotism tendencies and a notable affinity for Rock music.

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 Whisky profile in United States.

Audience size
27.6M
in United States
Gender
42.3%♀
57.7% male
Age
41.1
average years
Country rank
#1063
Topic in United States
Fig. 01

Search interest · 12-month trend

-79%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Whisky fans

42.3% are female, 57.7% are male, average age 41.1.

Fig. 02

Gender split

42.3%
Female
57.7%
Male
Demographic split for Whisky audience in United States
MetricValue
Female42.3%
Male57.7%
Average age41.1
Estimated audience size27,567,431
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Whisky audience in United States
Age bracketShare%
16-1913%
20-2921%
30-3921%
40-4922%
50+23%
Fig. 04

Worldwide distribution

23.4%

of the worldwide Whisky audience comes from United States.

Worldwide audience distribution share by country for Whisky
CountryShare
United States23.4%
Japan10.2%
United Kingdom5.5%
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 Whisky audience in United States is strongest.

Fig. 05

Top regions by affinity

Whisky fans by region: top regions in United States
#RegionReachAffinity×
01Florida~3M1.50×
02Kentucky~500K1.42×
03Indiana~700K1.32×
04Nevada~300K1.26×
05Texas~3M1.21×
06New Jersey~800K1.18×
07Kansas~300K1.18×
08California~3.5M1.15×
09New York~1.5M1.12×
10Tennessee~600K1.08×
11Ohio~900K1.06×
12Colorado~500K1.05×
13Maryland~500K1.04×
14Connecticut~300K1.04×
15Illinois~900K1.03×
16Arizona~600K1.03×
17Massachusetts~600K1.03×
18Oregon~300K1.02×
19Wyoming~40K1.02×
20Georgia~900K1.01×
21Virginia~700K1.01×
22Nebraska~100K1.01×
23Washington, District of Columbia~80K1.01×
24Washington~600K1.00×
25South Carolina~400K1.00×
26North Carolina~800K0.99×
27New Mexico~100K0.99×
28Idaho~100K0.99×
29Alabama~400K0.98×
30Louisiana~300K0.97×
31Hawaii~100K0.97×
32Utah~200K0.96×
33Arkansas~200K0.96×
34Pennsylvania~900K0.95×
35Oklahoma~300K0.95×
36Alaska~60K0.95×
37Wisconsin~400K0.93×
38South Dakota~60K0.92×
39Missouri~400K0.91×
40Rhode Island~80K0.91×
41Delaware~70K0.91×
42Iowa~200K0.90×
43Michigan~600K0.89×
44Montana~70K0.89×
45North Dakota~50K0.86×
46Minnesota~300K0.84×
47New Hampshire~90K0.83×
48Mississippi~200K0.79×
49West Virginia~100K0.79×
50Maine~80K0.78×
Fig. 06

Affinity by region

Affinity by region — Whisky, United States
0.78×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Whisky audience
#·InterestCategoryAffinity×
01OstinatoMusic & Radio5.40×
02Single malt whiskyFood & Beverages4.57×
03Tennessee whiskeyFood & Beverages4.51×
04Blended whiskeyFood & Beverages4.15×
05Scotch whiskyFood & Beverages3.65×
06Bourbon whiskeyFood & Beverages2.84×
07Turkey huntingSports2.75×
08Fox huntingSports2.29×
09Animal Liberation OrchestraMusic & Radio2.08×
10Nancy MacePolitics & Society2.00×
11MenardsHome & Garden1.83×
12Rock musicMusic & Radio1.78×
13Rob ReinerMovies & TV1.71×
14TexasTravel & Leisure1.70×
15TelevisionsTechnology & Electronics1.59×
16Texas RoadhouseFood & Beverages1.58×
17AutoZoneCars & Mobility1.54×
18Distilled beverageFood & Beverages1.53×
19Eastern Time ZonePolitics & Society1.53×
20Alcoholic beveragesFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the 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 Whisky audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.90×
Need for SecurityCONSERVATISM1.35×
Quality AwarenessPREMIUM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Whisky audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY1.00×
Early Adopter MentalityPOWER1.04×
SustainabilityBALANCE1.07×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Whisky have in United States?

Whisky has an estimated audience of 27,567,431 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Whisky fans?

42.3% of Whisky fans are female, 57.7% are male, with an average age of 41.1 years.

03

Which brands do Whisky fans like most?

Whisky fans show strongest brand affinity for Rock music (1.78×), Televisions (1.59×), and Alcoholic beverages (1.5×) over the country average.

04

Where do Whisky fans live in United States?

Whisky fans in United States are most concentrated in California (reach ~3.5M), Texas (reach ~3M), and Florida (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Whisky fans also like?

Beyond Whisky itself, the audience over-indexes on Televisions (1.59×), Alcoholic beverages (1.5×), Ostinato (5.4×), and Texas (1.7×) 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 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 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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