A data profile of the people who buy, follow and care about Wine in Austria — modelled from more than twelve digital signal sources. Wine has an estimated audience of 1,681,472 people in Austria.
The average Wine fan in Austria is 43.5 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Styria.
Top brand affinities include Winery, Heuriger, Gemütlichkeit, with strongest over-indexing on Winery (1.73× the country average).
Demographically, the Wine audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Price Sensitivity, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 3 brand affinities and 9 regions tracked by Rascasse.
The typical Wine fan in Austria is more female, around 43.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Winery.
The key figures that characterise the Wine profile in Austria.
56.3% are female, 43.7% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 56.3% |
| Male | 43.7% |
| Average age | 43.5 |
| Estimated audience size | 1,681,472 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 29% |
of the worldwide Wine audience comes from Austria.
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
Where the Wine audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Burgenland | ~80K | 1.94× | |
| 02 | Lower Austria | ~300K | 1.20× | |
| 03 | Vienna | ~400K | 1.15× | |
| 04 | Salzburg | ~100K | 1.06× | |
| 05 | Styria | ~200K | 0.95× | |
| 06 | Tyrol | ~100K | 0.86× | |
| 07 | Upper Austria | ~200K | 0.78× | |
| 08 | Vorarlberg | ~50K | 0.76× | |
| 09 | Carinthia (state) | ~60K | 0.73× |
The strongest cross-interests of the Wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Winery | Food & Beverages | 1.73× | ||
| 02 | Heuriger | Food & Beverages | 1.62× | ||
| 03 | Gemütlichkeit | Home & Garden | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.02× | |
| Early Adopter Mentality | POWER | 0.96× | |
| Patriotism | CONSERVATISM | 0.91× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.68× | |
| Travelling | THRILL | 0.74× | |
| Urban Lifestyle | OPEN | 0.76× |
Wine has an estimated audience of 1,681,472 people in Austria, concentrated in Vienna and Lower Austria.
56.3% of Wine fans are female, 43.7% are male, with an average age of 43.5 years.
Wine fans show strongest brand affinity for Winery (1.73×), Heuriger (1.62×), and Gemütlichkeit (1.56×) over the country average.
Wine fans in Austria are most concentrated in Vienna (reach ~400K), Lower Austria (reach ~300K), and Styria (reach ~200K). These three regions account for the largest share of the active audience.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Wine. 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 Austria. 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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