A data profile of the people who buy, follow and care about Wine & Spirits in United Kingdom — modelled from more than twelve digital signal sources. Wine & Spirits has an estimated audience of 3,422,739 people in United Kingdom.
The average Wine & Spirits fan in United Kingdom is 43.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include White wine, Red wine, Wine tasting, with strongest over-indexing on White wine (17.33× the country average).
Demographically, the Wine & Spirits audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Indulgence, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Wine & Spirits fan in United Kingdom is more female, around 43.4 years old, with strong Indulgence tendencies and a notable affinity for White wine.
The key figures that characterise the Wine & Spirits profile in United Kingdom.
56.2% are female, 43.8% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 56.2% |
| Male | 43.8% |
| Average age | 43.4 |
| Estimated audience size | 3,422,739 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Wine & Spirits audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 14.5% |
| Italy | 6.9% |
Where the Wine & Spirits audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~500K | 1.05× | |
| 02 | Wales | ~200K | 1.05× | |
| 03 | Northern Ireland | ~100K | 1.05× | |
| 04 | East of England | ~300K | 1.02× | |
| 05 | Yorkshire and the Humber | ~300K | 0.99× | |
| 06 | Scotland | ~300K | 0.97× | |
| 07 | West Midlands | ~100K | 0.96× | |
| 08 | England | ~2.5M | 0.78× |
The strongest cross-interests of the Wine & Spirits audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | White wine | Food & Beverages | 17.33× | ||
| 02 | Tanqueray | Food & Beverages | 12.57× | ||
| 03 | Blended whiskey | Food & Beverages | 12.29× | ||
| 04 | Red wine | Food & Beverages | 11.35× | ||
| 05 | Gin and tonic | Food & Beverages | 10.57× | ||
| 06 | Hendrick's Gin | Food & Beverages | 9.89× | ||
| 07 | Wine tasting | Food & Beverages | 8.30× | ||
| 08 | Beer festival | Food & Beverages | 7.99× | ||
| 09 | Malt whisky | Food & Beverages | 7.74× | ||
| 10 | Sunday Brunch | Kids & Family | 7.19× | ||
| 11 | Scotch whisky | Food & Beverages | 5.71× | ||
| 12 | MyFitnessPal | Sports | 4.89× | ||
| 13 | Ethical consumerism | Shopping | 4.76× | ||
| 14 | Fast casual restaurants | Food & Beverages | 4.68× | ||
| 15 | Eurostar | Cars & Mobility | 4.51× | ||
| 16 | Local food | Food & Beverages | 4.19× | ||
| 17 | Online food ordering | Food & Beverages | 4.02× | ||
| 18 | Costco | Shopping | 2.61× | ||
| 19 | Distilled beverage | Food & Beverages | 2.35× | ||
| 20 | Do it yourself (DIY) | Home & Garden | 2.05× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.90× | |
| Design Affinity | PREMIUM | 1.91× | |
| Luxury Orientation | PREMIUM | 1.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.79× | |
| Tradition | CONSERVATISM | 0.87× | |
| Need for Security | CONSERVATISM | 0.87× |
Wine & Spirits has an estimated audience of 3,422,739 people in United Kingdom, concentrated in England and South East.
56.2% of Wine & Spirits fans are female, 43.8% are male, with an average age of 43.4 years.
Wine & Spirits fans show strongest brand affinity for White wine (17.33×), Red wine (11.35×), and Wine tasting (8.3×) over the country average.
Wine & Spirits fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~500K), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Wine & Spirits itself, the audience over-indexes on Red wine (11.35×), Wine tasting (8.3×), Blended whiskey (12.29×), and Local food (4.19×) 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 & 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.
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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