Wine Audience in Germany
Wine has an estimated audience of 9,396,163 people in Germany. 56.0% are female, 44.0% are male, average age 41.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Alcoholic beverages, Local food, Vegetarian cuisine, Organic food, Healthy habits.
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, DIY Mentality. 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
Demographics of Wine fans
| Metric | Value |
|---|---|
| Female | 56.0% |
| Male | 44.0% |
| Average age | 41.1 |
| Estimated audience size | 9,396,163 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,879,560 | 0.91× |
| Bayern | 1,781,402 | 1.18× |
| Baden-Württemberg | 1,771,732 | 1.38× |
| Rheinland-Pfalz | 884,154 | 1.88× |
| Hessen | 830,766 | 1.16× |
| Berlin | 745,178 | 1.77× |
| Niedersachsen | 744,946 | 0.82× |
| Sachsen | 468,019 | 1.02× |
| Schleswig-Holstein | 237,124 | 0.7× |
| Hamburg | 220,588 | 1.04× |
| Brandenburg | 206,094 | 0.71× |
| Thüringen | 192,684 | 0.8× |
| Sachsen-Anhalt | 187,036 | 0.77× |
| Mecklenburg-Vorpommern | 108,188 | 0.6× |
| Saarland | 95,424 | 0.83× |
| Bremen | 66,370 | 0.83× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Alcoholic beverages | 1.57× | Food & Beverages |
| Local food | 2.16× | Food & Beverages |
| Vegetarian cuisine | 1.9× | Food & Beverages |
| Organic food | 1.56× | Food & Beverages |
| Healthy habits | 1.75× | Health |
| Self-love | 1.6× | Health |
| Toddler | 1.62× | Kids & Family |
| Foodie | 1.9× | Food & Beverages |
| Healthy diet | 1.52× | Health |
| Home Interior Design | 1.7× | Home & Garden |
| Self-awareness | 1.51× | Health |
| Gift shop | 1.78× | Home & Garden |
| Knitting | 1.64× | Home & Garden |
| Decoration | 1.81× | Home & Garden |
| Dinner | 1.97× | Food & Beverages |
| Handmade | 1.83× | Home & Garden |
| Italian cuisine | 1.57× | Food & Beverages |
| Infant clothing | 1.82× | Kids & Family |
| Houseplant | 1.81× | Home & Garden |
| Landscape design | 1.77× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.19 |
| DIY Mentality | THRILL | 1.3 |
| Sports Activity | POWER | 1.28 |
| Sustainability | BALANCE | 1.27 |
| Luxury Orientation | PREMIUM | 1.25 |
| Healthy Lifestyle | BALANCE | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
See Wine audiences in other countries
More Food & Beverages audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
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.
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.
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.
Where do Wine fans live in Germany?
Wine fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,879,560), Bayern (reach 1,781,402), and Baden-Württemberg (reach 1,771,732). These three regions account for the largest share of the active audience.
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.
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.