Rascasse Audience Intelligence

Wine Audience in Germany

A data profile of the people who buy, follow and care about Wine in Germany — modelled from more than twelve digital signal sources. Wine has an estimated audience of 9,396,163 people in Germany.

#229among Topic in Germany#24in Food & Beverages

The average Wine fan in Germany is 41.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Alcoholic beverages, Local food, Vegetarian cuisine, with strongest over-indexing on Alcoholic beverages (1.57× the country average).

Demographically, the Wine audience skews more female with an average age of 41.1, 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.

The typical Wine fan in Germany is more female, around 41.1 years old, with strong Indulgence tendencies and a notable affinity for Alcoholic beverages.

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 Germany.

Audience size
9.4M
in Germany
Gender
56.0%♀
44.0% male
Age
41.1
average years
Country rank
#374
Topic in Germany
Fig. 01

Search interest · 12-month trend

-25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wine fans

56.0% are female, 44.0% are male, average age 41.1.

Fig. 02

Gender split

56.0%
Female
44.0%
Male
Demographic split for Wine audience in Germany
MetricValue
Female56.0%
Male44.0%
Average age41.1
Estimated audience size9,396,163
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Wine audience in Germany
Age bracketShare%
16-1914%
20-2918%
30-3921%
40-4924%
50+22%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Wine audience comes from Germany.

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 Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Wine audience in Germany is strongest.

Fig. 05

Top regions by affinity

Wine fans by region: top regions in Germany
#RegionReachAffinity×
01Rheinland-Pfalz~800K1.72×
02Berlin~600K1.33×
03Baden-Württemberg~1.5M1.23×
04Sachsen~500K1.16×
05Bayern~1.5M1.07×
06Hessen~800K1.05×
07Thüringen~200K1.00×
08Hamburg~200K1.00×
09Sachsen-Anhalt~200K0.96×
10Nordrhein-Westfalen~2M0.91×
11Saarland~100K0.91×
12Brandenburg~300K0.87×
13Niedersachsen~800K0.86×
14Mecklenburg-Vorpommern~200K0.86×
15Bremen~60K0.80×
16Schleswig-Holstein~300K0.78×
Fig. 06

Affinity by region

Affinity by region — Wine, Germany
0.78×1.00×1.72×
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×
01Local foodFood & Beverages2.16×
02DinnerFood & Beverages1.97×
03Vegetarian cuisineFood & Beverages1.90×
04FoodieFood & Beverages1.90×
05HandmadeHome & Garden1.83×
06Infant clothingKids & Family1.82×
07DecorationHome & Garden1.81×
08HouseplantHome & Garden1.81×
09Gift shopHome & Garden1.78×
10Landscape designBusiness & Career1.77×
11Healthy habitsHealth1.75×
12Home Interior DesignHome & Garden1.70×
13KnittingHome & Garden1.64×
14ToddlerKids & Family1.62×
15Self-loveHealth1.60×
16Alcoholic beveragesFood & Beverages1.57×
17Italian cuisineFood & Beverages1.57×
18Organic foodFood & Beverages1.56×
19Healthy dietHealth1.52×
20Self-awarenessHealth1.51×
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
IndulgenceJOY1.71×
Design AffinityPREMIUM1.53×
Healthy LifestyleBALANCE1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wine audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.95×
PatriotismCONSERVATISM0.97×
Social Media UsageJOY0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wine have in Germany?

Wine has an estimated audience of 9,396,163 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Wine fans?

56.0% of Wine fans are female, 44.0% are male, with an average age of 41.1 years.

03

Which brands do Wine fans like most?

Wine fans show strongest brand affinity for Alcoholic beverages (1.57×), Local food (2.16×), and Vegetarian cuisine (1.9×) over the country average.

04

Where do Wine fans live in Germany?

Wine fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1.5M), and Baden-Württemberg (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 Local food (2.16×), Vegetarian cuisine (1.9×), Organic food (1.56×), and Healthy habits (1.75×) compared to the Germany average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in Germany

See Wine audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany 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 Germany. 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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