A data profile of the people who buy, follow and care about Alcohol in Australia — modelled from more than twelve digital signal sources. Alcohol has an estimated audience of 4,196,890 people in Australia.
Alcohol has an estimated audience of 4,196,890 people in Australia. 57.9% are female, 42.1% are male, average age 42.9. Top brand affinities: Dan Murphy's, Real property, Brewing, Blanket, Vineyard.
Top brand affinities include Dan Murphy's, Real property, Brewing, with strongest over-indexing on Dan Murphy's (1.54× the country average).
Demographically, the Alcohol audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.
The typical Alcohol fan in Australia is more female, around 42.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Dan Murphy's.
The key figures that characterise the Alcohol profile in Australia.
57.9% are female, 42.1% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 42.9 |
| Estimated audience size | 4,196,890 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Alcohol audience comes from Australia.
| Country | Share |
|---|---|
| United States | 21.9% |
| Japan | 9.9% |
| United Kingdom | 5.2% |
The strongest cross-interests of the Alcohol audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hennessy | Food & Beverages | 2.08× | ||
| 02 | Convenience food | Food & Beverages | 1.84× | ||
| 03 | Duvet | Home & Garden | 1.82× | ||
| 04 | Ramen | Food & Beverages | 1.76× | ||
| 05 | Naked Wines | Food & Beverages | 1.74× | ||
| 06 | Malt whisky | Food & Beverages | 1.74× | ||
| 07 | Blanket | Home & Garden | 1.71× | ||
| 08 | Veuve Clicquot | Food & Beverages | 1.65× | ||
| 09 | Real property | Home & Garden | 1.64× | ||
| 10 | Wagyu | Food & Beverages | 1.61× | ||
| 11 | Bored Panda | Internet & Social Media | 1.60× | ||
| 12 | Bread roll | Food & Beverages | 1.56× | ||
| 13 | Potato chip | Food & Beverages | 1.55× | ||
| 14 | BTS | Music & Radio | 1.55× | ||
| 15 | Dan Murphy's | Food & Beverages | 1.54× | ||
| 16 | Brewing | Food & Beverages | 1.53× | ||
| 17 | Smoothie | Food & Beverages | 1.53× | ||
| 18 | Thermomix | Home & Garden | 1.51× | ||
| 19 | Cigarette | Food & Beverages | 1.51× | ||
| 20 | Vineyard | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.27× | |
| Quality Awareness | PREMIUM | 1.21× | |
| Indulgence | JOY | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.90× | |
| Pet Ownership | JOY | 0.90× | |
| Travelling | THRILL | 0.91× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Alcohol. 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 Australia. 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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