A data profile of the people who buy, follow and care about Wine & Spirits in Australia — modelled from more than twelve digital signal sources. Wine & Spirits has an estimated audience of 2,348,723 people in Australia.
Wine & Spirits has an estimated audience of 2,348,723 people in Australia. 55.3% are female, 44.7% are male, average age 43.9. Top brand affinities: Peter Alexander, Local food, Fast casual restaurants, Do it yourself (DIY), Nightlife.
Top brand affinities include Peter Alexander, Local food, Fast casual restaurants, with strongest over-indexing on Peter Alexander (2.68× the country average).
Demographically, the Wine & Spirits audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Indulgence, Luxury Orientation.
The typical Wine & Spirits fan in Australia is more female, around 43.9 years old, with strong Indulgence tendencies and a notable affinity for Peter Alexander.
The key figures that characterise the Wine & Spirits profile in Australia.
55.3% are female, 44.7% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 55.3% |
| Male | 44.7% |
| Average age | 43.9 |
| Estimated audience size | 2,348,723 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 20% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Wine & Spirits audience comes from Australia.
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 14.5% |
| Italy | 6.9% |
The strongest cross-interests of the Wine & Spirits audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Grey Goose (vodka) | Food & Beverages | 6.45× | ||
| 02 | Veuve Clicquot | Food & Beverages | 4.64× | ||
| 03 | Fast casual restaurants | Food & Beverages | 4.57× | ||
| 04 | Online food ordering | Food & Beverages | 4.09× | ||
| 05 | High-net-worth individual | Business & Career | 3.98× | ||
| 06 | Malt whisky | Food & Beverages | 3.78× | ||
| 07 | Smoked meat | Food & Beverages | 3.68× | ||
| 08 | Nightlife | Arts & Culture | 3.61× | ||
| 09 | Local food | Food & Beverages | 3.20× | ||
| 10 | Peter Alexander | Music & Radio | 2.68× | ||
| 11 | Luxury real estate | Business & Career | 2.44× | ||
| 12 | Natural skin care | Beauty & Wellness | 2.43× | ||
| 13 | Gin | Food & Beverages | 2.18× | ||
| 14 | Business class | Travel & Leisure | 2.09× | ||
| 15 | First-time buyer | Shopping | 1.97× | ||
| 16 | Vineyard | Food & Beverages | 1.96× | ||
| 17 | Winery | Food & Beverages | 1.93× | ||
| 18 | Do it yourself (DIY) | Home & Garden | 1.87× | ||
| 19 | Uniqlo | Shopping | 1.68× | ||
| 20 | Dan Murphy's | Food & Beverages | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.59× | |
| Luxury Orientation | PREMIUM | 2.57× | |
| Design Affinity | PREMIUM | 1.78× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.60× | |
| Need for Security | CONSERVATISM | 0.67× | |
| Spirituality | BALANCE | 0.75× |
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 & Spirits. 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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