A data profile of the people who buy, follow and care about Vineyard in Australia — modelled from more than twelve digital signal sources. Vineyard has an estimated audience of 2,567,129 people in Australia.
The average Vineyard fan in Australia is 46.5 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Winery, Wine cellar, Sparkling wine, with strongest over-indexing on Winery (2.43× the country average).
Demographically, the Vineyard audience skews more female with an average age of 46.5, and over-indexes on personality traits such as Indulgence, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Vineyard fan in Australia is more female, around 46.5 years old, with strong Indulgence tendencies and a notable affinity for Winery.
The key figures that characterise the Vineyard profile in Australia.
59.0% are female, 41.0% are male, average age 46.5.
| Metric | Value |
|---|---|
| Female | 59.0% |
| Male | 41.0% |
| Average age | 46.5 |
| Estimated audience size | 2,567,129 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 38% |
of the worldwide Vineyard audience comes from Australia.
| Country | Share |
|---|---|
| United States | 26.8% |
| Italy | 9.5% |
| Japan | 5.8% |
Where the Vineyard audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 3.00× | |
| 02 | New South Wales | ~2M | 2.08× | |
| 03 | Northern Territory | ~20K | 0.81× | |
| 04 | South Australia | ~100K | 0.64× | |
| 05 | Australian Capital Territory | ~30K | 0.61× | |
| 06 | Victoria | ~500K | 0.59× | |
| 07 | Western Australia | ~200K | 0.56× | |
| 08 | Queensland | ~300K | 0.44× |
The strongest cross-interests of the Vineyard audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wine cellar | Food & Beverages | 3.81× | ||
| 02 | Prosecco | Food & Beverages | 3.58× | ||
| 03 | Italian wine | Food & Beverages | 3.14× | ||
| 04 | Gordon Ramsey | Food & Beverages | 3.04× | ||
| 05 | Naked Wines | Food & Beverages | 2.87× | ||
| 06 | White wine | Food & Beverages | 2.76× | ||
| 07 | Sparkling wine | Food & Beverages | 2.69× | ||
| 08 | Red wine | Food & Beverages | 2.54× | ||
| 09 | Winery | Food & Beverages | 2.43× | ||
| 10 | Dessert wine | Food & Beverages | 2.33× | ||
| 11 | Champagne | Food & Beverages | 2.32× | ||
| 12 | Wine tasting | Food & Beverages | 2.21× | ||
| 13 | Agronomy | Home & Garden | 2.00× | ||
| 14 | Wine & Spirits | Food & Beverages | 1.96× | ||
| 15 | Sheep | Pets & Animals | 1.61× | ||
| 16 | Tractor | Cars & Mobility | 1.57× | ||
| 17 | Adairs | Home & Garden | 1.55× | ||
| 18 | Crop | Home & Garden | 1.53× | ||
| 19 | R. M. Williams | Business & Career | 1.52× | ||
| 20 | Alcohol | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.57× | |
| Career Orientation | POWER | 1.20× | |
| Community Orientation | OPEN | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.93× | |
| Extroversion | THRILL | 0.93× | |
| Early Adopter Mentality | POWER | 0.93× |
Vineyard has an estimated audience of 2,567,129 people in Australia, concentrated in New South Wales and Victoria.
59.0% of Vineyard fans are female, 41.0% are male, with an average age of 46.5 years.
Vineyard fans show strongest brand affinity for Winery (2.43×), Wine cellar (3.81×), and Sparkling wine (2.69×) over the country average.
Vineyard fans in Australia are most concentrated in New South Wales (reach ~2M), Victoria (reach ~500K), and Queensland (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Vineyard itself, the audience over-indexes on Wine cellar (3.81×), Sparkling wine (2.69×), Wine tasting (2.21×), and Champagne (2.32×) 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 Vineyard. 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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