A data profile of the people who buy, follow and care about Wine in United Kingdom — modelled from more than twelve digital signal sources. Wine has an estimated audience of 17,155,029 people in United Kingdom.
The average Wine fan in United Kingdom is 45.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Naked Wines, Local food, Wine tasting, with strongest over-indexing on Naked Wines (2.55× the country average).
Demographically, the Wine audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Design Affinity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Wine fan in United Kingdom is more female, around 45.2 years old, with strong Design Affinity tendencies and a notable affinity for Naked Wines.
The key figures that characterise the Wine profile in United Kingdom.
61.5% are female, 38.5% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 61.5% |
| Male | 38.5% |
| Average age | 45.2 |
| Estimated audience size | 17,155,029 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 34% |
of the worldwide Wine audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
Where the Wine audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~5M | 2.15× | |
| 02 | Scotland | ~1.5M | 1.10× | |
| 03 | England | ~13M | 1.06× | |
| 04 | North West | ~2M | 1.06× | |
| 05 | South East | ~2.5M | 1.05× | |
| 06 | South West | ~1.5M | 1.04× | |
| 07 | East of England | ~1.5M | 1.00× | |
| 08 | Wales | ~900K | 0.97× | |
| 09 | East Midlands | ~1M | 0.88× | |
| 10 | Northern Ireland | ~500K | 0.88× | |
| 11 | North East | ~400K | 0.67× | |
| 12 | Yorkshire and the Humber | ~900K | 0.62× | |
| 13 | West Midlands | ~400K | 0.58× |
The strongest cross-interests of the Wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Naked Wines | Food & Beverages | 2.55× | ||
| 02 | Biodegradable waste | Home & Garden | 1.67× | ||
| 03 | Gordon Ramsey | Food & Beverages | 1.66× | ||
| 04 | Cooking school | Food & Beverages | 1.66× | ||
| 05 | Pensioner | Business & Career | 1.65× | ||
| 06 | The Sunday Telegraph | News | 1.61× | ||
| 07 | Local food | Food & Beverages | 1.60× | ||
| 08 | Red wine | Food & Beverages | 1.60× | ||
| 09 | Elle Fanning | Movies & TV | 1.60× | ||
| 10 | Tracey Emin | Arts & Culture | 1.60× | ||
| 11 | Dining Out | Food & Beverages | 1.59× | ||
| 12 | Slow Food | Food & Beverages | 1.58× | ||
| 13 | Majestic Wine | Food & Beverages | 1.57× | ||
| 14 | Stanley | Home & Garden | 1.55× | ||
| 15 | Rock Choir | Music & Radio | 1.54× | ||
| 16 | Wine tasting | Food & Beverages | 1.52× | ||
| 17 | Vicky McClure | Movies & TV | 1.51× | ||
| 18 | Monica Vinader | Fashion & Accessoires | 1.51× | ||
| 19 | Bird feeding | Pets & Animals | 1.51× | ||
| 20 | Danish design | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.28× | |
| Indulgence | JOY | 1.24× | |
| Creativity | OPEN | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.77× | |
| Patriotism | CONSERVATISM | 0.80× | |
| Early Adopter Mentality | POWER | 0.81× |
Wine has an estimated audience of 17,155,029 people in United Kingdom, concentrated in England and Greater London.
61.5% of Wine fans are female, 38.5% are male, with an average age of 45.2 years.
Wine fans show strongest brand affinity for Naked Wines (2.55×), Local food (1.6×), and Wine tasting (1.52×) over the country average.
Wine fans in United Kingdom are most concentrated in England (reach ~13M), Greater London (reach ~5M), and South East (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Wine itself, the audience over-indexes on Local food (1.6×), Wine tasting (1.52×), Stanley (1.55×), and The Sunday Telegraph (1.61×) 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 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.
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.
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