A data profile of the people who buy, follow and care about Italian wine in Italy — modelled from more than twelve digital signal sources. Italian wine has an estimated audience of 3,593,723 people in Italy.
The average Italian wine fan in Italy is 44.4 years old, balanced, and lives primarily in Lazio.
The audience is concentrated in Lazio, Lombardy, Campania.
Top brand affinities include Mediterranean Sea, La Repubblica, Rome, with strongest over-indexing on Mediterranean Sea (1.7× the country average).
Demographically, the Italian wine audience skews balanced with an average age of 44.4, and over-indexes on personality traits such as Indulgence, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 19 regions tracked by Rascasse.
The typical Italian wine fan in Italy is balanced, around 44.4 years old, with strong Indulgence tendencies and a notable affinity for Mediterranean Sea.
The key figures that characterise the Italian wine profile in Italy.
48.5% are female, 51.5% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 48.5% |
| Male | 51.5% |
| Average age | 44.4 |
| Estimated audience size | 3,593,723 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Italian wine audience comes from Italy.
| Country | Share |
|---|---|
| United States | 23.0% |
| Italy | 21.7% |
| United Kingdom | 7.3% |
Where the Italian wine audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~400K | 1.47× | |
| 02 | Lazio | ~600K | 1.31× | |
| 03 | Aosta Valley | ~10K | 1.26× | |
| 04 | Veneto | ~300K | 1.09× | |
| 05 | Basilicata | ~30K | 1.05× | |
| 06 | Trentino-Alto Adige/Südtirol | ~70K | 1.01× | |
| 07 | Umbria | ~60K | 1.00× | |
| 08 | Liguria | ~100K | 0.96× | |
| 09 | Abruzzo | ~80K | 0.96× | |
| 10 | Friuli-Venezia Giulia | ~60K | 0.96× | |
| 11 | Calabria | ~100K | 0.94× | |
| 12 | Sardinia | ~90K | 0.94× | |
| 13 | Marche | ~80K | 0.94× | |
| 14 | Lombardy | ~600K | 0.91× | |
| 15 | Campania | ~400K | 0.90× | |
| 16 | Sicilia | ~300K | 0.89× | |
| 17 | Puglia | ~200K | 0.89× | |
| 18 | Piedmont | ~200K | 0.88× | |
| 19 | Emilia-Romagna | ~300K | 0.86× |
The strongest cross-interests of the Italian wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Television channel | Movies & TV | 3.19× | ||
| 02 | Sparkling wine | Food & Beverages | 3.05× | ||
| 03 | Chef | Food & Beverages | 2.31× | ||
| 04 | Top-level domain | Technology & Electronics | 2.03× | ||
| 05 | Leggo | News | 1.95× | ||
| 06 | Veganism | Food & Beverages | 1.89× | ||
| 07 | Il Messaggero | News | 1.84× | ||
| 08 | Wine | Food & Beverages | 1.81× | ||
| 09 | Sicily | Travel & Leisure | 1.77× | ||
| 10 | La Stampa | News | 1.76× | ||
| 11 | La Repubblica | News | 1.75× | ||
| 12 | Catholic Church | Politics & Society | 1.74× | ||
| 13 | Corriere della Sera | News | 1.73× | ||
| 14 | Mediterranean Sea | Travel & Leisure | 1.70× | ||
| 15 | Il Fatto Quotidiano | News | 1.67× | ||
| 16 | Italian cuisine | Food & Beverages | 1.56× | ||
| 17 | Rome | Travel & Leisure | 1.53× | ||
| 18 | Hotels | Travel & Leisure | 1.53× | ||
| 19 | Video | Movies & TV | 1.50× | ||
| 20 | Naples | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.87× | |
| Spirituality | BALANCE | 1.78× | |
| Need for Security | CONSERVATISM | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.98× | |
| Early Adopter Mentality | POWER | 1.02× | |
| Pet Ownership | JOY | 1.11× |
Italian wine has an estimated audience of 3,593,723 people in Italy, concentrated in Lazio and Lombardy.
48.5% of Italian wine fans are female, 51.5% are male, with an average age of 44.4 years.
Italian wine fans show strongest brand affinity for Mediterranean Sea (1.7×), La Repubblica (1.75×), and Rome (1.53×) over the country average.
Italian wine fans in Italy are most concentrated in Lazio (reach ~600K), Lombardy (reach ~600K), and Campania (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Italian wine itself, the audience over-indexes on La Repubblica (1.75×), Rome (1.53×), Corriere della Sera (1.73×), and Wine (1.81×) 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 Italian 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 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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