Rascasse Audience Intelligence

Wine Audience in Brazil

A data profile of the people who buy, follow and care about Wine in Brazil — modelled from more than twelve digital signal sources. Wine has an estimated audience of 15,098,732 people in Brazil.

#177among Topic in Brazil#21in Food & Beverages

The average Wine fan in Brazil is 42.9 years old, more female, and lives primarily in São Paulo.

The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.

Top brand affinities include Kitchen, Recipes, Quality of life, with strongest over-indexing on Kitchen (1.67× the country average).

Demographically, the Wine audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Creativity, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.

The typical Wine fan in Brazil is more female, around 42.9 years old, with strong Creativity tendencies and a notable affinity for Kitchen.

Category: Food & Beverages · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Wine profile in Brazil.

Audience size
15.1M
in Brazil
Gender
62.7%♀
37.3% male
Age
42.9
average years
Country rank
#265
Topic in Brazil
Fig. 01

Search interest · 12-month trend

-31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wine fans

62.7% are female, 37.3% are male, average age 42.9.

Fig. 02

Gender split

62.7%
Female
37.3%
Male
Demographic split for Wine audience in Brazil
MetricValue
Female62.7%
Male37.3%
Average age42.9
Estimated audience size15,098,732
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Wine audience in Brazil
Age bracketShare%
16-1910%
20-2919%
30-3921%
40-4923%
50+27%
Fig. 04

Worldwide distribution

4.5%

of the worldwide Wine audience comes from Brazil.

Worldwide audience distribution share by country for Wine
CountryShare
United States22.0%
Italy6.3%
United Kingdom5.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Brazil average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Wine audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Wine fans by region: top regions in Brazil
#RegionReachAffinity×
01Espírito Santo~1M3.47×
02Minas Gerais~2.5M1.66×
03Federal District~400K1.42×
04Rio Grande do Sul~1M1.26×
05Rio Grande do Norte~300K1.21×
06Rio de Janeiro~1.5M1.09×
07Santa Catarina~800K1.09×
08Rondônia~100K1.06×
09São Paulo~4M0.99×
10Sergipe~100K0.95×
11Bahia~900K0.91×
12Mato Grosso~300K0.90×
13Tocantins~90K0.89×
14Paraíba~300K0.88×
15Roraima~40K0.88×
16Paraná~800K0.84×
17Alagoas~200K0.84×
18Acre~40K0.83×
19Pernambuco~600K0.81×
20Mato Grosso do Sul~200K0.79×
21Amapá~40K0.79×
22Ceará~500K0.78×
23Amazonas~200K0.72×
24Pará~300K0.69×
25Maranhão~300K0.69×
26Piauí~100K0.68×
27Goiás~400K0.65×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Wine audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wine audience
#·InterestCategoryAffinity×
01Beauty salonsBeauty & Wellness1.75×
02ArezzoTravel & Leisure1.75×
03WholesaleFashion & Accessoires1.71×
04ConfectioneryFood & Beverages1.68×
05CandyFood & Beverages1.68×
06CakeFood & Beverages1.68×
07KitchenHome & Garden1.67×
08RecipesFood & Beverages1.67×
09GastronomyFood & Beverages1.67×
10FurnitureHome & Garden1.66×
11BeerFood & Beverages1.64×
12FragrancesBeauty & Wellness1.62×
13MotherhoodKids & Family1.61×
14InfantKids & Family1.60×
15ChocolateFood & Beverages1.60×
16Personal careHealth1.58×
17Women's clothingFashion & Accessoires1.58×
18HotelsTravel & Leisure1.57×
19Quality of lifeHealth1.56×
20InvestmentBusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wine audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Wine audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.56×
Price SensitivityPREMIUM1.43×
IndulgenceJOY1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wine audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.86×
PatriotismCONSERVATISM0.93×
Career OrientationPOWER1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wine have in Brazil?

Wine has an estimated audience of 15,098,732 people in Brazil, concentrated in São Paulo and Minas Gerais.

02

What is the gender split and age of Wine fans?

62.7% of Wine fans are female, 37.3% are male, with an average age of 42.9 years.

03

Which brands do Wine fans like most?

Wine fans show strongest brand affinity for Kitchen (1.67×), Recipes (1.67×), and Quality of life (1.56×) over the country average.

04

Where do Wine fans live in Brazil?

Wine fans in Brazil are most concentrated in São Paulo (reach ~4M), Minas Gerais (reach ~2.5M), and Rio de Janeiro (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Wine fans also like?

Beyond Wine itself, the audience over-indexes on Recipes (1.67×), Quality of life (1.56×), Beauty salons (1.75×), and Gastronomy (1.67×) compared to the Brazil average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in Brazil

See Wine audiences in other countries

How to read this data

Audience size is the estimated number of people in Brazil 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. 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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