A data profile of the people who buy, follow and care about Whisky in South Africa — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 928,405 people in South Africa.
Whisky has an estimated audience of 928,405 people in South Africa. 46.6% are female, 53.4% are male, average age 37.0. Top brand affinities: Single malt whisky, Scotch whisky, Distilled beverage, Glenfiddich, Johnnie Walker.
Top brand affinities include Single malt whisky, Scotch whisky, Distilled beverage, with strongest over-indexing on Single malt whisky (4.68× the country average).
Demographically, the Whisky audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Social Media Usage, Spirituality.
The typical Whisky fan in South Africa is balanced, around 37.0 years old, with strong Social Media Usage tendencies and a notable affinity for Single malt whisky.
The key figures that characterise the Whisky profile in South Africa.
46.6% are female, 53.4% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 46.6% |
| Male | 53.4% |
| Average age | 37.0 |
| Estimated audience size | 928,405 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 32% | |
| 30-39 | 21% | |
| 40-49 | 12% | |
| 50+ | 17% |
of the worldwide Whisky audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Glenfiddich | Food & Beverages | 6.56× | ||
| 02 | Monkey Shoulder | Food & Beverages | 6.56× | ||
| 03 | Single malt whisky | Food & Beverages | 4.68× | ||
| 04 | Johnnie Walker | Food & Beverages | 4.47× | ||
| 05 | Blended whiskey | Food & Beverages | 3.81× | ||
| 06 | Scotch whisky | Food & Beverages | 3.50× | ||
| 07 | Bourbon whiskey | Food & Beverages | 3.19× | ||
| 08 | Tennessee whiskey | Food & Beverages | 3.00× | ||
| 09 | Irish whiskey | Food & Beverages | 2.99× | ||
| 10 | Draught beer | Food & Beverages | 2.86× | ||
| 11 | Cognac | Food & Beverages | 2.43× | ||
| 12 | Distillation | Health | 2.27× | ||
| 13 | Rum | Food & Beverages | 1.99× | ||
| 14 | Brewing | Food & Beverages | 1.98× | ||
| 15 | Vodka | Food & Beverages | 1.97× | ||
| 16 | Hennessy | Food & Beverages | 1.92× | ||
| 17 | Gin | Food & Beverages | 1.77× | ||
| 18 | Distilled beverage | Food & Beverages | 1.67× | ||
| 19 | Champagne | Food & Beverages | 1.57× | ||
| 20 | Cocktail | Food & Beverages | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 3.16× | |
| Spirituality | BALANCE | 0.76× | |
| Patriotism | CONSERVATISM | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.50× | |
| Travelling | THRILL | 0.60× | |
| Spirituality | BALANCE | 0.76× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. 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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