A data profile of the people who buy, follow and care about Wine in Switzerland — modelled from more than twelve digital signal sources. Wine has an estimated audience of 1,934,018 people in Switzerland.
The average Wine fan in Switzerland is 44.8 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Canton of Geneva.
Top brand affinities include Mineral water, Italian wine, Vinitaly, with strongest over-indexing on Mineral water (1.51× the country average).
Demographically, the Wine audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Sustainability, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 9 brand affinities and 26 regions tracked by Rascasse.
The typical Wine fan in Switzerland is balanced, around 44.8 years old, with strong Sustainability tendencies and a notable affinity for Mineral water.
The key figures that characterise the Wine profile in Switzerland.
52.6% are female, 47.4% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 44.8 |
| Estimated audience size | 1,934,018 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 26% | |
| 50+ | 30% |
of the worldwide Wine audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
Where the Wine audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Geneva | ~200K | 1.77× | |
| 02 | Canton of Zürich | ~500K | 1.66× | |
| 03 | Luzern | ~100K | 1.64× | |
| 04 | Canton of Bern | ~300K | 1.53× | |
| 05 | Aargau | ~200K | 1.39× | |
| 06 | Canton of St. Gallen | ~100K | 1.39× | |
| 07 | Canton of Zug | ~30K | 1.35× | |
| 08 | Graubünden | ~60K | 1.30× | |
| 09 | Basel-City | ~100K | 1.29× | |
| 10 | Schwyz | ~40K | 1.27× | |
| 11 | Thurgau | ~70K | 1.26× | |
| 12 | Basel-Landschaft | ~60K | 1.25× | |
| 13 | Valais | ~90K | 1.13× | |
| 14 | Vaud | ~200K | 1.11× | |
| 15 | Solothurn | ~50K | 1.05× | |
| 16 | Schaffhausen | ~20K | 1.01× | |
| 17 | Canton of Nidwalden | ~7K | 0.97× | |
| 18 | Appenzell Ausserrhoden | ~8K | 0.96× | |
| 19 | Appenzell Innerrhoden | ~2K | 0.94× | |
| 20 | Canton of Glarus | ~6K | 0.92× | |
| 21 | Uri | ~6K | 0.91× | |
| 22 | Canton of Obwalden | ~7K | 0.90× | |
| 23 | Jura | ~10K | 0.87× | |
| 24 | Ticino | ~60K | 0.83× | |
| 25 | Neuchatel | ~30K | 0.83× | |
| 26 | Fribourg | ~50K | 0.72× |
The strongest cross-interests of the Wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Italian wine | Food & Beverages | 1.55× | ||
| 02 | Vinitaly | Food & Beverages | 1.55× | ||
| 03 | Mineral water | Food & Beverages | 1.51× | ||
| 04 | San Benedetto | Food & Beverages | 1.51× | ||
| 05 | Acqua Panna | Food & Beverages | 1.51× | ||
| 06 | Cristaline | Food & Beverages | 1.51× | ||
| 07 | Acqua Lete | Food & Beverages | 1.51× | ||
| 08 | Badoit | Food & Beverages | 1.51× | ||
| 09 | Ice Mountain | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.10× | |
| Social Media Usage | JOY | 1.04× | |
| Price Sensitivity | PREMIUM | 0.94× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.87× | |
| Patriotism | CONSERVATISM | 0.88× | |
| Healthy Lifestyle | BALANCE | 0.89× |
Wine has an estimated audience of 1,934,018 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.
52.6% of Wine fans are female, 47.4% are male, with an average age of 44.8 years.
Wine fans show strongest brand affinity for Mineral water (1.51×), Italian wine (1.55×), and Vinitaly (1.55×) over the country average.
Wine fans in Switzerland are most concentrated in Canton of Zürich (reach ~500K), Canton of Bern (reach ~300K), and Canton of Geneva (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Wine itself, the audience over-indexes on Italian wine (1.55×), Vinitaly (1.55×), San Benedetto (1.51×), and Acqua Panna (1.51×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland 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 Switzerland. 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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