A data profile of the people who buy, follow and care about Wine in Australia — modelled from more than twelve digital signal sources. Wine has an estimated audience of 8,817,434 people in Australia.
The average Wine fan in Australia is 44.4 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Naked Wines, River cruise, Toowoomba Carnival of Flowers, with strongest over-indexing on Naked Wines (1.91× the country average).
Demographically, the Wine audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 5 brand affinities and 8 regions tracked by Rascasse.
The typical Wine fan in Australia is more female, around 44.4 years old, with strong Creativity tendencies and a notable affinity for Naked Wines.
The key figures that characterise the Wine profile in Australia.
59.2% are female, 40.8% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 44.4 |
| Estimated audience size | 8,817,434 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Wine audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
Where the Wine audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~300K | 1.51× | |
| 02 | South Australia | ~1M | 1.48× | |
| 03 | Victoria | ~2.5M | 0.99× | |
| 04 | Western Australia | ~1M | 0.94× | |
| 05 | Australian Capital Territory | ~200K | 0.86× | |
| 06 | New South Wales | ~2.5M | 0.82× | |
| 07 | Northern Territory | ~70K | 0.80× | |
| 08 | Queensland | ~1.5M | 0.69× |
The strongest cross-interests of the Wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Naked Wines | Food & Beverages | 1.91× | ||
| 02 | Bag-in-Box | Food & Beverages | 1.67× | ||
| 03 | Alice McCall | Fashion & Accessoires | 1.55× | ||
| 04 | Toowoomba Carnival of Flowers | Travel & Leisure | 1.54× | ||
| 05 | River cruise | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.09× | |
| Design Affinity | PREMIUM | 1.09× | |
| Indulgence | JOY | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.71× | |
| Early Adopter Mentality | POWER | 0.73× | |
| Risk Appetite | THRILL | 0.75× |
Wine has an estimated audience of 8,817,434 people in Australia, concentrated in Victoria and New South Wales.
59.2% of Wine fans are female, 40.8% are male, with an average age of 44.4 years.
Wine fans show strongest brand affinity for Naked Wines (1.91×), River cruise (1.51×), and Toowoomba Carnival of Flowers (1.54×) over the country average.
Wine fans in Australia are most concentrated in Victoria (reach ~2.5M), New South Wales (reach ~2.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Wine itself, the audience over-indexes on River cruise (1.51×), Toowoomba Carnival of Flowers (1.54×), Alice McCall (1.55×), and Bag-in-Box (1.67×) 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 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 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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