A data profile of the people who buy, follow and care about Drinking in Italy — modelled from more than twelve digital signal sources. Drinking has an estimated audience of 7,244,478 people in Italy.
The average Drinking fan in Italy is 37.8 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Whisky, Draught beer, Beer festival, with strongest over-indexing on Whisky (5.65× the country average).
Demographically, the Drinking audience skews balanced with an average age of 37.8, and over-indexes on personality traits such as Indulgence, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Drinking fan in Italy is balanced, around 37.8 years old, with strong Indulgence tendencies and a notable affinity for Whisky.
The key figures that characterise the Drinking profile in Italy.
51.4% are female, 48.6% are male, average age 37.8.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 37.8 |
| Estimated audience size | 7,244,478 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 19% | |
| 50+ | 18% |
of the worldwide Drinking audience comes from Italy.
| Country | Share |
|---|---|
| United States | 21.1% |
| Japan | 12.2% |
| Italy | 6.0% |
Where the Drinking audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~2.5M | 1.88× | |
| 02 | Lazio | ~1.5M | 1.85× | |
| 03 | Tuscany | ~700K | 1.41× | |
| 04 | Campania | ~1M | 1.39× | |
| 05 | Emilia-Romagna | ~800K | 1.37× | |
| 06 | Puglia | ~600K | 1.14× | |
| 07 | Piedmont | ~600K | 1.11× | |
| 08 | Sicilia | ~700K | 1.06× | |
| 09 | Veneto | ~600K | 1.06× | |
| 10 | Sardinia | ~200K | 0.95× | |
| 11 | Liguria | ~200K | 0.94× | |
| 12 | Aosta Valley | ~20K | 0.88× | |
| 13 | Umbria | ~100K | 0.86× | |
| 14 | Molise | ~30K | 0.85× | |
| 15 | Marche | ~200K | 0.84× | |
| 16 | Trentino-Alto Adige/Südtirol | ~100K | 0.83× | |
| 17 | Basilicata | ~50K | 0.82× | |
| 18 | Abruzzo | ~100K | 0.77× | |
| 19 | Calabria | ~200K | 0.76× | |
| 20 | Friuli-Venezia Giulia | ~100K | 0.76× |
The strongest cross-interests of the Drinking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Whisky | Food & Beverages | 5.65× | ||
| 02 | Bodrum | Travel & Leisure | 5.03× | ||
| 03 | Belvedere (vodka) | Food & Beverages | 4.54× | ||
| 04 | Draught beer | Food & Beverages | 3.97× | ||
| 05 | Beer festival | Food & Beverages | 3.76× | ||
| 06 | Madrid | Travel & Leisure | 3.56× | ||
| 07 | Michelin Guide | Food & Beverages | 3.10× | ||
| 08 | Watercolor painting | Arts & Culture | 2.81× | ||
| 09 | White wine | Food & Beverages | 2.56× | ||
| 10 | Abstract art | Arts & Culture | 2.55× | ||
| 11 | Red wine | Food & Beverages | 2.50× | ||
| 12 | Robert Redford | Movies & TV | 2.39× | ||
| 13 | Brewery | Food & Beverages | 2.28× | ||
| 14 | Fast casual restaurants | Food & Beverages | 2.15× | ||
| 15 | Gourmet Foods | Food & Beverages | 2.02× | ||
| 16 | Cocktail | Food & Beverages | 2.00× | ||
| 17 | Modern art | Arts & Culture | 1.94× | ||
| 18 | Wine tasting | Food & Beverages | 1.80× | ||
| 19 | Local food | Food & Beverages | 1.66× | ||
| 20 | TicketOne | Travel & Leisure | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.53× | |
| Risk Appetite | THRILL | 1.47× | |
| Career Orientation | POWER | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.53× | |
| Spirituality | BALANCE | 0.73× | |
| Need for Security | CONSERVATISM | 0.76× |
Drinking has an estimated audience of 7,244,478 people in Italy, concentrated in Lombardy and Lazio.
51.4% of Drinking fans are female, 48.6% are male, with an average age of 37.8 years.
Drinking fans show strongest brand affinity for Whisky (5.65×), Draught beer (3.97×), and Beer festival (3.76×) over the country average.
Drinking fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~1.5M), and Campania (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Drinking itself, the audience over-indexes on Draught beer (3.97×), Beer festival (3.76×), Cocktail (2×), and Bodrum (5.03×) 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 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 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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