A data profile of the people who buy, follow and care about Gin in Italy — modelled from more than twelve digital signal sources. Gin has an estimated audience of 4,901,688 people in Italy.
The average Gin fan in Italy is 41.4 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Arts and music, Distilled beverage, Tanqueray, with strongest over-indexing on Arts and music (1.87× the country average).
Demographically, the Gin audience skews balanced with an average age of 41.4, 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 20 regions tracked by Rascasse.
The typical Gin fan in Italy is balanced, around 41.4 years old, with strong Indulgence tendencies and a notable affinity for Arts and music.
The key figures that characterise the Gin profile in Italy.
48.8% are female, 51.2% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 48.8% |
| Male | 51.2% |
| Average age | 41.4 |
| Estimated audience size | 4,901,688 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 24% | |
| 40-49 | 21% | |
| 50+ | 23% |
of the worldwide Gin audience comes from Italy.
| Country | Share |
|---|---|
| United States | 15.1% |
| United Kingdom | 14.2% |
| Italy | 8.8% |
Where the Gin audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1M | 1.38× | |
| 02 | Veneto | ~500K | 1.27× | |
| 03 | Puglia | ~400K | 1.19× | |
| 04 | Sicilia | ~500K | 1.17× | |
| 05 | Emilia-Romagna | ~500K | 1.17× | |
| 06 | Trentino-Alto Adige/Südtirol | ~100K | 1.17× | |
| 07 | Calabria | ~200K | 1.03× | |
| 08 | Abruzzo | ~100K | 1.03× | |
| 09 | Lazio | ~600K | 1.02× | |
| 10 | Sardinia | ~100K | 1.02× | |
| 11 | Friuli-Venezia Giulia | ~90K | 1.02× | |
| 12 | Tuscany | ~300K | 1.00× | |
| 13 | Piedmont | ~400K | 0.97× | |
| 14 | Marche | ~100K | 0.94× | |
| 15 | Liguria | ~100K | 0.93× | |
| 16 | Campania | ~500K | 0.92× | |
| 17 | Umbria | ~60K | 0.81× | |
| 18 | Basilicata | ~40K | 0.80× | |
| 19 | Molise | ~20K | 0.80× | |
| 20 | Aosta Valley | ~10K | 0.79× |
The strongest cross-interests of the Gin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tanqueray | Food & Beverages | 8.61× | ||
| 02 | Rakı | Food & Beverages | 3.30× | ||
| 03 | White wine | Food & Beverages | 2.60× | ||
| 04 | Drinking water | Food & Beverages | 2.37× | ||
| 05 | Fish (food) | Food & Beverages | 2.36× | ||
| 06 | Draught beer | Food & Beverages | 2.24× | ||
| 07 | Wine & Spirits | Food & Beverages | 2.21× | ||
| 08 | Distilled beverage | Food & Beverages | 2.14× | ||
| 09 | Red wine | Food & Beverages | 2.03× | ||
| 10 | Alcohol | Food & Beverages | 1.92× | ||
| 11 | Drinking | Food & Beverages | 1.90× | ||
| 12 | Arts and music | Arts & Culture | 1.87× | ||
| 13 | Wine cellar | Food & Beverages | 1.85× | ||
| 14 | Winery | Food & Beverages | 1.83× | ||
| 15 | Gourmet Foods | Food & Beverages | 1.68× | ||
| 16 | Champagne | Food & Beverages | 1.67× | ||
| 17 | Juice | Food & Beverages | 1.61× | ||
| 18 | Cocktail | Food & Beverages | 1.60× | ||
| 19 | Culinary art | Arts & Culture | 1.57× | ||
| 20 | Wine tasting | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.58× | |
| Design Affinity | PREMIUM | 1.30× | |
| Tradition | CONSERVATISM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.99× | |
| Social Media Usage | JOY | 1.02× | |
| Patriotism | CONSERVATISM | 1.02× |
Gin has an estimated audience of 4,901,688 people in Italy, concentrated in Lombardy and Lazio.
48.8% of Gin fans are female, 51.2% are male, with an average age of 41.4 years.
Gin fans show strongest brand affinity for Arts and music (1.87×), Distilled beverage (2.14×), and Tanqueray (8.61×) over the country average.
Gin fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~600K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Gin itself, the audience over-indexes on Distilled beverage (2.14×), Tanqueray (8.61×), White wine (2.6×), and Cocktail (1.6×) 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 Gin. 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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