A data profile of the people who buy, follow and care about Drinking in United Kingdom — modelled from more than twelve digital signal sources. Drinking has an estimated audience of 5,863,914 people in United Kingdom.
The average Drinking fan in United Kingdom is 41.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Homebrewing, Cocktail, Distilled beverage, with strongest over-indexing on Homebrewing (6.52× the country average).
Demographically, the Drinking audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Indulgence, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Drinking fan in United Kingdom is more female, around 41.6 years old, with strong Indulgence tendencies and a notable affinity for Homebrewing.
The key figures that characterise the Drinking profile in United Kingdom.
55.1% are female, 44.9% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 41.6 |
| Estimated audience size | 5,863,914 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 24% |
of the worldwide Drinking audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 21.1% |
| Japan | 12.2% |
| Italy | 6.0% |
Where the Drinking audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~700K | 1.54× | |
| 02 | West Midlands | ~400K | 1.45× | |
| 03 | England | ~4.5M | 1.23× | |
| 04 | North East | ~300K | 1.19× | |
| 05 | South East | ~800K | 0.97× | |
| 06 | Wales | ~300K | 0.96× | |
| 07 | Scotland | ~400K | 0.82× | |
| 08 | East of England | ~400K | 0.80× | |
| 09 | South West | ~400K | 0.80× | |
| 10 | East Midlands | ~300K | 0.78× | |
| 11 | North West | ~300K | 0.52× |
The strongest cross-interests of the Drinking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Homebrewing | Food & Beverages | 6.52× | ||
| 02 | White wine | Food & Beverages | 4.36× | ||
| 03 | Malt whisky | Food & Beverages | 4.18× | ||
| 04 | Beer festival | Food & Beverages | 3.93× | ||
| 05 | Red wine | Food & Beverages | 3.38× | ||
| 06 | Pandora | Fashion & Accessoires | 3.10× | ||
| 07 | Nintendo | Games | 3.01× | ||
| 08 | Wine tasting | Food & Beverages | 2.68× | ||
| 09 | Scotch whisky | Food & Beverages | 2.52× | ||
| 10 | Fast casual restaurants | Food & Beverages | 2.40× | ||
| 11 | Cocktail | Food & Beverages | 2.03× | ||
| 12 | Whisky | Food & Beverages | 1.90× | ||
| 13 | Local food | Food & Beverages | 1.82× | ||
| 14 | Philanthropy | Arts & Culture | 1.82× | ||
| 15 | Property finder | Home & Garden | 1.77× | ||
| 16 | Zara | Shopping | 1.75× | ||
| 17 | Distilled beverage | Food & Beverages | 1.66× | ||
| 18 | Italian cuisine | Food & Beverages | 1.58× | ||
| 19 | Nonprofit organization | Politics & Society | 1.55× | ||
| 20 | Organic food | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.69× | |
| Patriotism | CONSERVATISM | 1.41× | |
| Risk Appetite | THRILL | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.83× | |
| Need for Security | CONSERVATISM | 0.89× | |
| Creativity | OPEN | 0.91× |
Drinking has an estimated audience of 5,863,914 people in United Kingdom, concentrated in England and South East.
55.1% of Drinking fans are female, 44.9% are male, with an average age of 41.6 years.
Drinking fans show strongest brand affinity for Homebrewing (6.52×), Cocktail (2.03×), and Distilled beverage (1.66×) over the country average.
Drinking fans in United Kingdom are most concentrated in England (reach ~4.5M), South East (reach ~800K), and Yorkshire and the Humber (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Drinking itself, the audience over-indexes on Cocktail (2.03×), Distilled beverage (1.66×), White wine (4.36×), and Pandora (3.1×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Drinking. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.