A data profile of the people who buy, follow and care about Draught beer in Italy — modelled from more than twelve digital signal sources. Draught beer has an estimated audience of 3,676,167 people in Italy.
The average Draught beer fan in Italy is 40.3 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Beer festival, Beetlejuice, Beer bottle, with strongest over-indexing on Beer festival (15.33× the country average).
Demographically, the Draught beer audience skews more male with an average age of 40.3, and over-indexes on personality traits such as Individualism, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 19 regions tracked by Rascasse.
The typical Draught beer fan in Italy is more male, around 40.3 years old, with strong Individualism tendencies and a notable affinity for Beer festival.
The key figures that characterise the Draught beer profile in Italy.
41.1% are female, 58.9% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 41.1% |
| Male | 58.9% |
| Average age | 40.3 |
| Estimated audience size | 3,676,167 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 23% | |
| 30-39 | 29% | |
| 40-49 | 22% | |
| 50+ | 16% |
of the worldwide Draught beer audience comes from Italy.
| Country | Share |
|---|---|
| Japan | 24.8% |
| United States | 12.4% |
| Brazil | 11.5% |
Where the Draught beer audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aosta Valley | ~10K | 1.35× | |
| 02 | Lombardy | ~800K | 1.16× | |
| 03 | Basilicata | ~40K | 1.09× | |
| 04 | Lazio | ~500K | 1.08× | |
| 05 | Liguria | ~100K | 1.03× | |
| 06 | Umbria | ~60K | 1.00× | |
| 07 | Trentino-Alto Adige/Südtirol | ~70K | 0.98× | |
| 08 | Sardinia | ~100K | 0.97× | |
| 09 | Friuli-Venezia Giulia | ~70K | 0.97× | |
| 10 | Calabria | ~100K | 0.96× | |
| 11 | Abruzzo | ~80K | 0.96× | |
| 12 | Tuscany | ~200K | 0.95× | |
| 13 | Marche | ~90K | 0.95× | |
| 14 | Puglia | ~200K | 0.92× | |
| 15 | Sicilia | ~300K | 0.90× | |
| 16 | Veneto | ~300K | 0.90× | |
| 17 | Piedmont | ~200K | 0.89× | |
| 18 | Campania | ~400K | 0.88× | |
| 19 | Emilia-Romagna | ~300K | 0.88× |
The strongest cross-interests of the Draught beer audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Beer bottle | Food & Beverages | 67.27× | ||
| 02 | Boyfriend | Kids & Family | 40.26× | ||
| 03 | Beer style | Food & Beverages | 22.96× | ||
| 04 | Pilsner | Food & Beverages | 21.11× | ||
| 05 | toy story | Movies & TV | 16.73× | ||
| 06 | Homebrewing | Food & Beverages | 15.38× | ||
| 07 | Beer festival | Food & Beverages | 15.33× | ||
| 08 | Beetlejuice | Movies & TV | 12.84× | ||
| 09 | Disneyland Resort | Travel & Leisure | 12.27× | ||
| 10 | Cask ale | Food & Beverages | 10.86× | ||
| 11 | Costume party | Arts & Culture | 10.36× | ||
| 12 | Cat play and toys | Pets & Animals | 5.92× | ||
| 13 | Dog health | Pets & Animals | 4.94× | ||
| 14 | Superman | Movies & TV | 4.57× | ||
| 15 | Summer vacation | Travel & Leisure | 4.55× | ||
| 16 | Bookselling | Literature | 4.43× | ||
| 17 | Stranger Things | Movies & TV | 4.34× | ||
| 18 | Uomini e Donne | Movies & TV | 4.21× | ||
| 19 | TikTok | Internet & Social Media | 3.32× | ||
| 20 | Harry Potter | Movies & TV | 3.24× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 3.69× | |
| Mindfulness | BALANCE | 2.83× | |
| Patriotism | CONSERVATISM | 2.81× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.03× | |
| Creativity | OPEN | 1.14× | |
| Quality Awareness | PREMIUM | 1.38× |
Draught beer has an estimated audience of 3,676,167 people in Italy, concentrated in Lombardy and Lazio.
41.1% of Draught beer fans are female, 58.9% are male, with an average age of 40.3 years.
Draught beer fans show strongest brand affinity for Beer festival (15.33×), Beetlejuice (12.84×), and Beer bottle (67.27×) over the country average.
Draught beer fans in Italy are most concentrated in Lombardy (reach ~800K), Lazio (reach ~500K), and Campania (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Draught beer itself, the audience over-indexes on Beetlejuice (12.84×), Beer bottle (67.27×), Beer style (22.96×), and Boyfriend (40.26×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Draught beer. 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 Italy. 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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