A data profile of the people who buy, follow and care about Red wine in Italy — modelled from more than twelve digital signal sources. Red wine has an estimated audience of 5,572,811 people in Italy.
The average Red wine fan in Italy is 41.6 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Wine & Spirits, Wine tasting, Draught beer, with strongest over-indexing on Wine & Spirits (10.34× the country average).
Demographically, the Red wine audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Indulgence, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Red wine fan in Italy is balanced, around 41.6 years old, with strong Indulgence tendencies and a notable affinity for Wine & Spirits.
The key figures that characterise the Red wine profile in Italy.
53.6% are female, 46.4% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 41.6 |
| Estimated audience size | 5,572,811 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 25% |
of the worldwide Red wine audience comes from Italy.
| Country | Share |
|---|---|
| Japan | 15.2% |
| United States | 15.0% |
| Italy | 7.2% |
Where the Red wine audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~1M | 1.18× | |
| 02 | Aosta Valley | ~20K | 1.16× | |
| 03 | Tuscany | ~400K | 1.12× | |
| 04 | Piedmont | ~400K | 1.09× | |
| 05 | Lazio | ~700K | 1.06× | |
| 06 | Molise | ~30K | 1.06× | |
| 07 | Basilicata | ~50K | 1.02× | |
| 08 | Veneto | ~400K | 0.99× | |
| 09 | Liguria | ~200K | 0.97× | |
| 10 | Trentino-Alto Adige/Südtirol | ~100K | 0.97× | |
| 11 | Friuli-Venezia Giulia | ~100K | 0.97× | |
| 12 | Sardinia | ~100K | 0.96× | |
| 13 | Umbria | ~90K | 0.96× | |
| 14 | Campania | ~600K | 0.95× | |
| 15 | Sicilia | ~500K | 0.95× | |
| 16 | Calabria | ~200K | 0.94× | |
| 17 | Marche | ~100K | 0.94× | |
| 18 | Abruzzo | ~100K | 0.94× | |
| 19 | Emilia-Romagna | ~400K | 0.90× | |
| 20 | Puglia | ~300K | 0.89× |
The strongest cross-interests of the Red wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Draught beer | Food & Beverages | 11.19× | ||
| 02 | Wine & Spirits | Food & Beverages | 10.34× | ||
| 03 | Beer festival | Food & Beverages | 9.25× | ||
| 04 | White wine | Food & Beverages | 8.76× | ||
| 05 | Carrefour Market | Shopping | 7.61× | ||
| 06 | Food processing | Food & Beverages | 7.49× | ||
| 07 | Mixed drink | Food & Beverages | 7.20× | ||
| 08 | Wine tasting | Food & Beverages | 7.01× | ||
| 09 | Happy hour | Food & Beverages | 5.95× | ||
| 10 | Alcohol | Food & Beverages | 5.28× | ||
| 11 | Champagne | Food & Beverages | 5.25× | ||
| 12 | Sparkling wine | Food & Beverages | 5.25× | ||
| 13 | Winery | Food & Beverages | 4.53× | ||
| 14 | Herb | Food & Beverages | 4.48× | ||
| 15 | Brewery | Food & Beverages | 4.48× | ||
| 16 | Cooking show | Food & Beverages | 4.35× | ||
| 17 | Gourmet Foods | Food & Beverages | 4.20× | ||
| 18 | Apéritif and digestif | Food & Beverages | 3.87× | ||
| 19 | Cocktail | Food & Beverages | 3.22× | ||
| 20 | Distilled beverage | Food & Beverages | 3.08× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.95× | |
| Quality Awareness | PREMIUM | 1.83× | |
| Convenience Orientation | PREMIUM | 1.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.93× | |
| Mindfulness | BALANCE | 0.94× | |
| Patriotism | CONSERVATISM | 1.03× |
Red wine has an estimated audience of 5,572,811 people in Italy, concentrated in Lombardy and Lazio.
53.6% of Red wine fans are female, 46.4% are male, with an average age of 41.6 years.
Red wine fans show strongest brand affinity for Wine & Spirits (10.34×), Wine tasting (7.01×), and Draught beer (11.19×) over the country average.
Red wine fans in Italy are most concentrated in Lombardy (reach ~1M), Lazio (reach ~700K), and Campania (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Red wine itself, the audience over-indexes on Wine tasting (7.01×), Draught beer (11.19×), White wine (8.76×), and Beer festival (9.25×) 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 Red 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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