A data profile of the people who buy, follow and care about Brewing in Australia — modelled from more than twelve digital signal sources. Brewing has an estimated audience of 3,311,887 people in Australia.
The average Brewing fan in Australia is 43.8 years old, balanced, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Dan Murphy's, Brewery, Beer, with strongest over-indexing on Dan Murphy's (1.96× the country average).
Demographically, the Brewing audience skews balanced with an average age of 43.8, and over-indexes on personality traits such as Convenience Orientation, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Brewing fan in Australia is balanced, around 43.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Dan Murphy's.
The key figures that characterise the Brewing profile in Australia.
46.3% are female, 53.7% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 46.3% |
| Male | 53.7% |
| Average age | 43.8 |
| Estimated audience size | 3,311,887 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide Brewing audience comes from Australia.
| Country | Share |
|---|---|
| United States | 31.9% |
| Japan | 8.1% |
| United Kingdom | 5.8% |
Where the Brewing audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~100K | 1.56× | |
| 02 | Western Australia | ~600K | 1.42× | |
| 03 | South Australia | ~200K | 0.91× | |
| 04 | Northern Territory | ~30K | 0.87× | |
| 05 | Queensland | ~700K | 0.85× | |
| 06 | New South Wales | ~1M | 0.84× | |
| 07 | Victoria | ~800K | 0.81× | |
| 08 | Australian Capital Territory | ~50K | 0.77× |
The strongest cross-interests of the Brewing audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lager | Food & Beverages | 4.03× | ||
| 02 | Homebrewing | Food & Beverages | 3.86× | ||
| 03 | Beer festival | Food & Beverages | 3.46× | ||
| 04 | Brewery | Food & Beverages | 2.98× | ||
| 05 | Microbrewery | Food & Beverages | 2.94× | ||
| 06 | Rice | Food & Beverages | 2.67× | ||
| 07 | Cereal | Food & Beverages | 2.16× | ||
| 08 | Dan Murphy's | Food & Beverages | 1.96× | ||
| 09 | Sydney Tools | Shopping | 1.81× | ||
| 10 | Sugar | Food & Beverages | 1.76× | ||
| 11 | Liquorland | Shopping | 1.72× | ||
| 12 | Whisky | Food & Beverages | 1.70× | ||
| 13 | Rebel Sport | Sports | 1.67× | ||
| 14 | Gin | Food & Beverages | 1.62× | ||
| 15 | Power tool | Home & Garden | 1.59× | ||
| 16 | Beer | Food & Beverages | 1.58× | ||
| 17 | Wine & Spirits | Food & Beverages | 1.56× | ||
| 18 | Alcohol | Food & Beverages | 1.53× | ||
| 19 | Repco | Cars & Mobility | 1.53× | ||
| 20 | Fox Sports (Australia) | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.26× | |
| DIY Mentality | THRILL | 1.20× | |
| Indulgence | JOY | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.95× | |
| Design Affinity | PREMIUM | 0.95× | |
| Pet Ownership | JOY | 0.97× |
Brewing has an estimated audience of 3,311,887 people in Australia, concentrated in New South Wales and Victoria.
46.3% of Brewing fans are female, 53.7% are male, with an average age of 43.8 years.
Brewing fans show strongest brand affinity for Dan Murphy's (1.96×), Brewery (2.98×), and Beer (1.58×) over the country average.
Brewing fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~800K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Brewing itself, the audience over-indexes on Brewery (2.98×), Beer (1.58×), Cereal (2.16×), and Rice (2.67×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Brewing. 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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