Italian wine Audience in Germany
Italian wine has an estimated audience of 511,689 people in Germany. 59.9% are female, 40.1% are male, average age 36.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: French wine, Spanish wine, REWE, Red wine, Sparkling wine.
The average Italian wine fan in Germany is 36.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include French wine, Spanish wine, REWE, with strongest over-indexing on French wine (16.07× the country average). Demographically, the Italian wine audience skews more female with an average age of 36.9, and over-indexes on personality traits such as Indulgence, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic · Subtype: Wine
Demographics of Italian wine fans
| Metric | Value |
|---|---|
| Female | 59.9% |
| Male | 40.1% |
| Average age | 36.9 |
| Estimated audience size | 511,689 |
Audience persona
The typical Italian wine fan in Germany is more female, around 36.9 years old, with strong Indulgence tendencies and a notable affinity for French wine.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 110,082 | 0.98× |
| Bayern | 86,424 | 1.05× |
| Baden-Württemberg | 74,426 | 1.07× |
| Niedersachsen | 49,675 | 1× |
| Hessen | 32,263 | 0.83× |
| Sachsen | 29,885 | 1.19× |
| Berlin | 29,042 | 1.27× |
| Rheinland-Pfalz | 24,081 | 0.94× |
| Brandenburg | 16,445 | 1.04× |
| Thüringen | 14,870 | 1.14× |
| Schleswig-Holstein | 14,426 | 0.79× |
| Hamburg | 14,313 | 1.24× |
| Sachsen-Anhalt | 13,892 | 1.05× |
| Mecklenburg-Vorpommern | 9,194 | 0.94× |
| Saarland | 5,772 | 0.92× |
| Bremen | 2,478 | 0.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| French wine | 16.07× | Food & Beverages |
| Spanish wine | 24.7× | Food & Beverages |
| REWE | 1.99× | Shopping |
| Red wine | 5.24× | Food & Beverages |
| Sparkling wine | 4.9× | Food & Beverages |
| Prosecco | 7.88× | Food & Beverages |
| Winery | 4.21× | Food & Beverages |
| White wine | 5.34× | Food & Beverages |
| Edeka | 1.71× | Shopping |
| Wine cellar | 6.15× | Food & Beverages |
| Vineyard | 5.31× | Food & Beverages |
| Bordeaux wine | 16.62× | |
| Chardonnay | 15.13× | Food & Beverages |
| Wine | 2.21× | Food & Beverages |
| Tyrol (state) | 2.33× | Travel & Leisure |
| Wine & Spirits | 3.99× | Food & Beverages |
| Enoteca | 13.83× | Food & Beverages |
| Alcoholic beverages | 1.54× | Food & Beverages |
| Organic wine | 14.7× | Food & Beverages |
| Wine tasting descriptors | 8.97× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.93 |
| Design Affinity | PREMIUM | 2.08 |
| DIY Mentality | THRILL | 1.98 |
| Sustainability | BALANCE | 1.8 |
| Travelling | THRILL | 1.8 |
| Healthy Lifestyle | BALANCE | 1.77 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.0% |
| Italy | 21.7% |
| United Kingdom | 7.3% |
See Italian wine audiences in other countries
More Wine audiences in Germany
- Sparkling wine (2,709,946)
- Red wine (2,426,422)
- Champagne (2,357,308)
- White wine (1,965,635)
- Prosecco (1,031,961)
Frequently asked questions
How many fans does Italian wine have in Germany?
Italian wine has an estimated audience of 511,689 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Italian wine fans?
59.9% of Italian wine fans are female, 40.1% are male, with an average age of 36.9 years.
Which brands do Italian wine fans like most?
Italian wine fans show strongest brand affinity for French wine (16.07×), Spanish wine (24.7×), and REWE (1.99×) over the country average.
Where do Italian wine fans live in Germany?
Italian wine fans in Germany are most concentrated in Nordrhein-Westfalen (reach 110,082), Bayern (reach 86,424), and Baden-Württemberg (reach 74,426). These three regions account for the largest share of the active audience.
What other brands do Italian wine fans also like?
Beyond Italian wine itself, the audience over-indexes on Spanish wine (24.7×), REWE (1.99×), Red wine (5.24×), and Sparkling wine (4.9×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Italian 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.