Rascasse Audience Intelligence

Wine & Spirits Audience in Germany

A data profile of the people who buy, follow and care about Wine & Spirits in Germany — modelled from more than twelve digital signal sources. Wine & Spirits has an estimated audience of 2,878,824 people in Germany.

#1354among Topic in Germany#116in Food & Beverages

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, Bayern, Baden-Württemberg.

Top brand affinities include White wine, Sparkling wine, Wine tasting, with strongest over-indexing on White wine (12.77× 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.

The typical Wine & Spirits fan in Germany is balanced, around 40.3 years old, with strong Indulgence tendencies and a notable affinity for White wine.

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 & Spirits profile in Germany.

Audience size
2.9M
in Germany
Gender
48.9%♀
51.1% male
Age
40.3
average years
Country rank
#2236
Topic in Germany
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wine & Spirits fans

48.9% are female, 51.1% are male, average age 40.3.

Fig. 02

Gender split

48.9%
Female
51.1%
Male
Demographic split for Wine & Spirits audience in Germany
MetricValue
Female48.9%
Male51.1%
Average age40.3
Estimated audience size2,878,824
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Wine & Spirits audience in Germany
Age bracketShare%
16-1913%
20-2923%
30-3921%
40-4922%
50+20%
Fig. 04

Worldwide distribution

4.2%

of the worldwide Wine & Spirits audience comes from Germany.

Worldwide audience distribution share by country for Wine & Spirits
CountryShare
United States20.1%
Japan14.5%
Italy6.9%
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 & Spirits audience in Germany is strongest.

Fig. 05

Top regions by affinity

Wine & Spirits fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~30K1.13×
02Saarland~40K1.05×
03Mecklenburg-Vorpommern~60K1.03×
04Sachsen-Anhalt~80K1.02×
05Thüringen~70K1.01×
06Brandenburg~90K1.00×
07Schleswig-Holstein~100K0.98×
08Rheinland-Pfalz~100K0.97×
09Hamburg~60K0.97×
10Sachsen~100K0.96×
11Berlin~100K0.94×
12Bayern~400K0.92×
13Baden-Württemberg~400K0.92×
14Niedersachsen~300K0.92×
15Hessen~200K0.92×
16Nordrhein-Westfalen~600K0.88×
Fig. 06

Affinity by region

Affinity by region — Wine & Spirits, Germany
0.88×1.00×1.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Wine & Spirits audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wine & Spirits audience
#·InterestCategoryAffinity×
01White wineFood & Beverages12.77×
02AperolFood & Beverages12.10×
03Malt whiskyFood & Beverages10.12×
04Sparkling wineFood & Beverages9.75×
05ChampagneFood & Beverages8.79×
06Wine tastingFood & Beverages8.37×
07LilletFood & Beverages7.46×
08Draught beerFood & Beverages7.28×
09Red wineFood & Beverages7.04×
10Single malt whiskyFood & Beverages6.51×
11Wine cellarFood & Beverages6.36×
12WineryFood & Beverages6.02×
13VineyardFood & Beverages5.87×
14Gourmet FoodsFood & Beverages5.76×
15GinFood & Beverages4.09×
16SkyscannerTravel & Leisure3.86×
17First-time buyerShopping3.76×
18CocktailFood & Beverages3.13×
19Distilled beverageFood & Beverages2.69×
20TagesschauMovies & TV1.83×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wine & Spirits 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 & Spirits audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.58×
Luxury OrientationPREMIUM1.77×
Quality AwarenessPREMIUM1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wine & Spirits audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.87×
SpiritualityBALANCE0.90×
IndividualismJOY0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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 Bayern.

02

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.

03

Which brands do Wine & Spirits fans like most?

Wine & Spirits fans show strongest brand affinity for White wine (12.77×), Sparkling wine (9.75×), and Wine tasting (8.37×) over the country average.

04

Where do Wine & Spirits fans live in Germany?

Wine & Spirits fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Wine & Spirits fans also like?

Beyond Wine & Spirits itself, the audience over-indexes on Sparkling wine (9.75×), Wine tasting (8.37×), Champagne (8.79×), and Aperol (12.1×) 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 & Spirits audiences in other countries

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.

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