Wine & Spirits Audience in Germany
Wine & Spirits has an estimated audience of 2,878,824 people in Germany. 48.9% are female, 51.1% are male, average age 40.3. Top regions: Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities: Haberler, Unique Gifts, Goes, Birthday Gifts, Progressive rock.
The average Wine & Spirits fan in Germany is 40.3 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities include Haberler, Unique Gifts, Goes, with strongest over-indexing on Haberler (3.4× the country average). Demographically, the Wine & Spirits audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Indulgence, Luxury Orientation. 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 & Spirits fans
| Metric | Value |
|---|---|
| Female | 48.9% |
| Male | 51.1% |
| Average age | 40.3 |
| Estimated audience size | 2,878,824 |
Audience persona
The typical Wine & Spirits fan in Germany is balanced, around 40.3 years old, with strong Indulgence tendencies and a notable affinity for Haberler.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 597,587 | 0.95× |
| Niedersachsen | 315,805 | 1.13× |
| Bayern | 281,553 | 0.61× |
| Rheinland-Pfalz | 258,504 | 1.79× |
| Baden-Württemberg | 238,121 | 0.61× |
| Hessen | 197,259 | 0.9× |
| Schleswig-Holstein | 196,799 | 1.9× |
| Berlin | 158,475 | 1.23× |
| Sachsen | 124,964 | 0.89× |
| Brandenburg | 83,477 | 0.93× |
| Hamburg | 80,939 | 1.24× |
| Sachsen-Anhalt | 60,044 | 0.8× |
| Saarland | 52,497 | 1.48× |
| Mecklenburg-Vorpommern | 26,405 | 0.48× |
| Bremen | 25,759 | 1.05× |
| Thüringen | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Haberler | 3.4× | News |
| Unique Gifts | 2.96× | Shopping |
| Goes | 1.97× | Travel & Leisure |
| Birthday Gifts | 2.7× | Kids & Family |
| Progressive rock | 1.63× | Music & Radio |
| Hampton Inn | 7.2× | Travel & Leisure |
| Nurse education | 2.35× | Kids & Family |
| Icon (magazine) | 2.4× | Arts & Culture |
| Knokke-Heist | 5.69× | Travel & Leisure |
| Bank account | 2.37× | Business & Career |
| Cachorro | 2.82× | Pets & Animals |
| Sixx | 2.33× | Movies & TV |
| Wolverine (comics) | 3.7× | Literature |
| Hypertext | 1.84× | Technology & Electronics |
| Kyung Hee University | 8.73× | Business & Career |
| Information sensitivity | 3.15× | Technology & Electronics |
| Jason Clarke (actor) | 2.46× | Movies & TV |
| Hostelworld | 2.84× | Travel & Leisure |
| Low-carbon emission | 2.84× | Politics & Society |
| Scratching post | 2.62× | Pets & Animals |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.51 |
| Luxury Orientation | PREMIUM | 1.9 |
| Design Affinity | PREMIUM | 1.79 |
| DIY Mentality | THRILL | 1.76 |
| Sustainability | BALANCE | 1.73 |
| Sports Activity | POWER | 1.68 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 14.5% |
| Italy | 6.9% |
See Wine & Spirits 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 & Spirits have in Germany?
Wine & Spirits has an estimated audience of 2,878,824 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Wine & Spirits fans?
48.9% of Wine & Spirits fans are female, 51.1% are male, with an average age of 40.3 years.
Which brands do Wine & Spirits fans like most?
Wine & Spirits fans show strongest brand affinity for Haberler (3.4×), Unique Gifts (2.96×), and Goes (1.97×) over the country average.
Where do Wine & Spirits fans live in Germany?
Wine & Spirits fans in Germany are most concentrated in Nordrhein-Westfalen (reach 597,587), Niedersachsen (reach 315,805), and Bayern (reach 281,553). These three regions account for the largest share of the active audience.
What other brands do Wine & Spirits fans also like?
Beyond Wine & Spirits itself, the audience over-indexes on Unique Gifts (2.96×), Goes (1.97×), Birthday Gifts (2.7×), and Progressive rock (1.63×) 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 & Spirits. 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.