Whisky Audience in United States

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Whisky has an estimated audience of 27,567,431 people in United States. 42.3% are female, 57.7% are male, average age 41.1. Top regions: California, Texas, Florida. Top brand affinities: Rock music, Televisions, Alcoholic beverages, Ostinato, Texas.

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 Indulgence, Extroversion. 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 Whisky fans

Demographic split for Whisky audience in United States
MetricValue
Female42.3%
Male57.7%
Average age41.1
Estimated audience size27,567,431

Audience persona

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

Top regions in United States

Top regions ranked by reach for Whisky in United States
RegionReachAffinity
California3,450,3441.14×
Texas3,124,5911.32×
Florida2,847,1411.53×
New York1,778,4671.15×
Illinois1,016,5741.11×
Georgia924,9421.09×
Pennsylvania894,3560.96×
Ohio894,1261.05×
New Jersey871,6911.24×
North Carolina857,6901.03×
Virginia715,6721.07×
Michigan683,4650.95×
Indiana626,4271.24×
Arizona601,4021.07×
Massachusetts594,1751.09×
Washington580,0161.05×
Tennessee572,7091.04×
Maryland492,4191.04×
Colorado478,5951.1×
Kentucky469,3371.36×
South Carolina429,7021.04×
Missouri399,6260.9×
Wisconsin391,0310.94×
Alabama375,4120.97×
Nevada349,8441.31×
Minnesota339,9540.86×
Oregon323,7611.02×
Louisiana315,2060.89×
Oklahoma295,5640.97×
Connecticut292,4021.06×
Utah241,0050.98×
Kansas224,0741.03×
Arkansas211,5240.93×
Iowa206,9970.91×
Mississippi171,0400.75×
Nebraska138,7701×
New Mexico136,5470.99×
Idaho131,5410.95×
Hawaii110,5680.93×
West Virginia95,1710.74×
Washington, District of Columbia88,3231.07×
New Hampshire85,3360.79×
Rhode Island76,2160.87×
Maine70,2350.71×
Delaware67,1460.88×
Montana63,0410.82×
Alaska51,5220.87×
South Dakota50,4730.79×
North Dakota45,2440.8×
Wyoming36,4810.89×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Whisky audience
BrandAffinityCategory
Rock music1.78×Music & Radio
Televisions1.59×Technology & Electronics
Alcoholic beverages1.5×Food & Beverages
Ostinato5.4×Music & Radio
Texas1.7×Travel & Leisure
Turkey hunting2.75×Sports
Animal Liberation Orchestra2.08×Music & Radio
Texas Roadhouse1.58×Food & Beverages
Scotch whisky3.65×Food & Beverages
Tennessee whiskey4.51×Food & Beverages
AutoZone1.54×Cars & Mobility
Bourbon whiskey2.84×Food & Beverages
Distilled beverage1.53×Food & Beverages
Single malt whisky4.57×Food & Beverages
Eastern Time Zone1.53×Politics & Society
Menards1.83×Home & Garden
Fox hunting2.29×Sports
Rob Reiner1.71×Movies & TV
Blended whiskey4.15×Food & Beverages
Drinking2.03×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Whisky audience
TraitClusterScore
IndulgenceJOY1.27
ExtroversionTHRILL1.23
Early Adopter MentalityPOWER1.13
Convenience OrientationPREMIUM1.11
IndividualismJOY1.1
Sports ActivityPOWER1.09

Worldwide distribution

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

See Whisky audiences in other countries

More Alcohol audiences in United States

Frequently asked questions

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.

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.

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.

Where do Whisky fans live in United States?

Whisky fans in United States are most concentrated in California (reach 3,450,344), Texas (reach 3,124,591), and Florida (reach 2,847,141). These three regions account for the largest share of the active audience.

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.

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.