A data profile of the people who buy, follow and care about Gin in Australia — modelled from more than twelve digital signal sources. Gin has an estimated audience of 2,168,100 people in Australia.
The average Gin fan in Australia is 43.6 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Distilled beverage, Dan Murphy's, Cocktail, with strongest over-indexing on Distilled beverage (2.06× the country average).
Demographically, the Gin audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Design Affinity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Gin fan in Australia is more female, around 43.6 years old, with strong Design Affinity tendencies and a notable affinity for Distilled beverage.
The key figures that characterise the Gin profile in Australia.
58.6% are female, 41.4% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 43.6 |
| Estimated audience size | 2,168,100 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 29% |
of the worldwide Gin audience comes from Australia.
| Country | Share |
|---|---|
| United States | 15.1% |
| United Kingdom | 14.2% |
| Italy | 8.8% |
Where the Gin audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~200K | 1.33× | |
| 02 | Victoria | ~700K | 1.03× | |
| 03 | Western Australia | ~300K | 1.03× | |
| 04 | Tasmania | ~50K | 1.03× | |
| 05 | Queensland | ~500K | 1.00× | |
| 06 | Northern Territory | ~20K | 0.93× | |
| 07 | Australian Capital Territory | ~40K | 0.88× | |
| 08 | New South Wales | ~700K | 0.85× |
The strongest cross-interests of the Gin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mixed drink | Food & Beverages | 2.59× | ||
| 02 | White wine | Food & Beverages | 2.54× | ||
| 03 | Distillation | Health | 2.34× | ||
| 04 | Wine & Spirits | Food & Beverages | 2.18× | ||
| 05 | Red wine | Food & Beverages | 2.07× | ||
| 06 | Distilled beverage | Food & Beverages | 2.06× | ||
| 07 | Whisky | Food & Beverages | 2.00× | ||
| 08 | Wine tasting | Food & Beverages | 1.98× | ||
| 09 | Vodka | Food & Beverages | 1.93× | ||
| 10 | Champagne | Food & Beverages | 1.79× | ||
| 11 | Sparkling wine | Food & Beverages | 1.75× | ||
| 12 | Drinking | Food & Beverages | 1.74× | ||
| 13 | Cocktail | Food & Beverages | 1.72× | ||
| 14 | Winery | Food & Beverages | 1.70× | ||
| 15 | Liquorland | Shopping | 1.66× | ||
| 16 | Vineyard | Food & Beverages | 1.65× | ||
| 17 | Brewery | Food & Beverages | 1.60× | ||
| 18 | Dan Murphy's | Food & Beverages | 1.55× | ||
| 19 | Local food | Food & Beverages | 1.52× | ||
| 20 | Brewing | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.44× | |
| Indulgence | JOY | 1.41× | |
| Quality Awareness | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.95× | |
| Need for Security | CONSERVATISM | 1.00× | |
| Risk Appetite | THRILL | 1.02× |
Gin has an estimated audience of 2,168,100 people in Australia, concentrated in Victoria and New South Wales.
58.6% of Gin fans are female, 41.4% are male, with an average age of 43.6 years.
Gin fans show strongest brand affinity for Distilled beverage (2.06×), Dan Murphy's (1.55×), and Cocktail (1.72×) over the country average.
Gin fans in Australia are most concentrated in Victoria (reach ~700K), New South Wales (reach ~700K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Gin itself, the audience over-indexes on Dan Murphy's (1.55×), Cocktail (1.72×), Wine & Spirits (2.18×), and Whisky (2×) 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 Gin. 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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