Rascasse Audience Intelligence

The Macallan distillery Target Market in United States

The Macallan distillery has an estimated audience of 2M people in United States.

#18among Spirits in United States
#1560among brands in United States#877in Food & Beverages

The average The Macallan distillery fan in United States is 40.0 years old, more male, and lives primarily in California.

By number of fans, The Macallan distillery ranks #18 among the 336 objects in Spirits in United States — 2.3× the group median.

Its fans are 0.7 years older than the group average of 39.3.

Women make up 36.1% of the fan base, 7.4 percentage points fewer than the group average.

Compared with the other 335 objects in Spirits, The Macallan distillery fans stand out for their interest in Michael Irvin, Profootballtalk.com and Cognac.

Most fans live in California, New York, Florida.

Top affinities include Laphroaig distillery, Glenfiddich, Glenmorangie, with strongest over-indexing on Laphroaig distillery (26.82× the country average).

Demographically, the The Macallan distillery audience skews more male with an average age of 40.0, and over-indexes on personality traits such as Indulgence, Extroversion.

The typical The Macallan distillery fan in United States is more male, around 40.0 years old, with strong Indulgence tendencies and a notable affinity for Laphroaig distillery.

Category: Food & Beverages · Type: Brand · Subtype: Spirits

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2M
in United States
Gender
36.1%♀
63.9% male
Age
40.0
average years
Country rank
#14229
among all objects in United States
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of The Macallan distillery

36.1% are female, 63.9% are male, average age 40.0.

Fig. 02

Gender split

36.1%
Female
63.9%
Male
Demographic split for The Macallan distillery audience in United States
MetricValue
Female36.1%
Male63.9%
Average age40.0
Estimated audience size2M
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the The Macallan distillery audience in United States
Age bracketShare%
16-2414%
25-3424%
35-4423%
45-5420%
55+18%
Fig. 04

Worldwide distribution

64.9%

of the worldwide The Macallan distillery audience comes from United States.

Worldwide audience distribution share by country for The Macallan distillery
CountryShare
United States64.9%
Mexico10.2%
Spain8.8%
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

Fig. 05

Top regions by affinity

The Macallan distillery customers by region in United States
#RegionReachAffinity×
01New York~300K2.30×
02Florida~200K1.42×
03New Jersey~70K1.36×
04California~300K1.30×
05Connecticut~30K1.28×
06Texas~100K1.08×
07Pennsylvania~80K1.08×
08Nevada~20K1.08×
09Alaska~5K1.06×
10Hawaii~9K1.04×
11Vermont~4K1.04×
12North Dakota~5K1.03×
13Washington, District of Columbia~4K1.03×
14South Dakota~5K1.01×
15Illinois~80K1.00×
16Montana~6K1.00×
17Rhode Island~6K1.00×
18Delaware~6K1.00×
19Massachusetts~40K0.99×
20Colorado~30K0.99×
21West Virginia~10K0.99×
22Maine~8K0.99×
23New Hampshire~8K0.99×
24Georgia~60K0.98×
25Maryland~40K0.98×
26South Carolina~30K0.98×
27Idaho~10K0.98×
28Arizona~40K0.97×
29Mississippi~20K0.96×
30New Mexico~10K0.96×
31Nebraska~10K0.96×
32Virginia~50K0.95×
33Louisiana~30K0.95×
34Oregon~20K0.95×
35Arkansas~20K0.94×
36Kansas~20K0.94×
37Washington~40K0.93×
38Alabama~30K0.93×
39Kentucky~20K0.93×
40Oklahoma~20K0.93×
41Iowa~20K0.93×
42North Carolina~60K0.92×
43Tennessee~40K0.92×
44Missouri~30K0.92×
45Utah~20K0.92×
46Indiana~40K0.91×
47Wisconsin~30K0.90×
48Minnesota~30K0.88×
49Michigan~50K0.87×
50Ohio~60K0.86×
Fig. 06

Affinity by region

Affinity by region — The Macallan distillery, United States
0.86×1.00×2.30×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the The Macallan distillery audience vs. the country average
#·InterestCategoryAffinity×
01Laphroaig distilleryFood & Beverages26.82×
02GlenfiddichFood & Beverages26.73×
03GlenmorangieFood & Beverages25.25×
04Buffalo Trace BourbonFood & Beverages22.60×
05Michael IrvinSports13.70×
06Woodford ReserveFood & Beverages13.65×
07Small batch whiskeyFood & Beverages13.63×
08Profootballtalk.comSports13.16×
09Wild Turkey (bourbon)Food & Beverages13.10×
10CognacFood & Beverages12.64×
11Blended whiskeyFood & Beverages12.31×
12Johnnie WalkerFood & Beverages12.24×
13Single malt whiskyFood & Beverages11.91×
14Irish whiskeyFood & Beverages10.32×
15HennessyFood & Beverages10.29×
16Tennessee whiskeyFood & Beverages9.60×
17American whiskeyFood & Beverages9.44×
18Scotch whiskyFood & Beverages6.28×
19Bourbon whiskeyFood & Beverages5.71×
20WhiskyFood & Beverages3.94×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the The Macallan distillery audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the The Macallan distillery audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.45×
ExtroversionTHRILL1.24×
Quality AwarenessPREMIUM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the The Macallan distillery audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.98×
MindfulnessBALANCE1.00×
IndividualismJOY1.00×
0×1.00× baseline2×
Appendix

Explore more audiences

More Spirits audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in The Macallan distillery over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/the-macallan-distillery-423” · Methodology