A data profile of the people who buy, follow and care about Rum in Italy — modelled from more than twelve digital signal sources. Rum has an estimated audience of 4,002,094 people in Italy.
The average Rum fan in Italy is 40.2 years old, more male, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Distilled beverage, Cocktail, Whisky, with strongest over-indexing on Distilled beverage (1.93× the country average).
Demographically, the Rum audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Rum fan in Italy is more male, around 40.2 years old, with strong Indulgence tendencies and a notable affinity for Distilled beverage.
The key figures that characterise the Rum profile in Italy.
44.5% are female, 55.5% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 44.5% |
| Male | 55.5% |
| Average age | 40.2 |
| Estimated audience size | 4,002,094 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 22% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 20% |
of the worldwide Rum audience comes from Italy.
| Country | Share |
|---|---|
| United States | 22.2% |
| Japan | 11.5% |
| United Kingdom | 6.4% |
Where the Rum audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Puglia | ~400K | 1.37× | |
| 02 | Calabria | ~100K | 1.21× | |
| 03 | Sardinia | ~100K | 1.20× | |
| 04 | Trentino-Alto Adige/Südtirol | ~90K | 1.15× | |
| 05 | Lazio | ~600K | 1.13× | |
| 06 | Lombardy | ~800K | 1.09× | |
| 07 | Tuscany | ~300K | 1.05× | |
| 08 | Basilicata | ~40K | 1.03× | |
| 09 | Abruzzo | ~90K | 1.01× | |
| 10 | Campania | ~500K | 1.00× | |
| 11 | Sicilia | ~300K | 0.99× | |
| 12 | Emilia-Romagna | ~300K | 0.95× | |
| 13 | Umbria | ~60K | 0.95× | |
| 14 | Veneto | ~300K | 0.94× | |
| 15 | Marche | ~90K | 0.94× | |
| 16 | Liguria | ~100K | 0.91× | |
| 17 | Friuli-Venezia Giulia | ~70K | 0.91× | |
| 18 | Molise | ~20K | 0.89× | |
| 19 | Piedmont | ~300K | 0.86× | |
| 20 | Aosta Valley | ~9K | 0.85× |
The strongest cross-interests of the Rum audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gin and tonic | Food & Beverages | 5.69× | ||
| 02 | Tequila | Food & Beverages | 4.59× | ||
| 03 | Mixed drink | Food & Beverages | 3.82× | ||
| 04 | Vodka | Food & Beverages | 3.48× | ||
| 05 | Whisky | Food & Beverages | 3.03× | ||
| 06 | Gin | Food & Beverages | 2.53× | ||
| 07 | Alcohol | Food & Beverages | 2.47× | ||
| 08 | Drinking | Food & Beverages | 2.08× | ||
| 09 | Home construction | Home & Garden | 2.02× | ||
| 10 | Distilled beverage | Food & Beverages | 1.93× | ||
| 11 | Champagne | Food & Beverages | 1.79× | ||
| 12 | Juice | Food & Beverages | 1.78× | ||
| 13 | Cocktail | Food & Beverages | 1.74× | ||
| 14 | Apéritif and digestif | Food & Beverages | 1.72× | ||
| 15 | Sugar | Food & Beverages | 1.70× | ||
| 16 | Catering | Food & Beverages | 1.66× | ||
| 17 | Wine tasting | Food & Beverages | 1.65× | ||
| 18 | Foodservice | Food & Beverages | 1.53× | ||
| 19 | Lunch | Food & Beverages | 1.52× | ||
| 20 | SuperEnalotto | Games | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.41× | |
| Urban Lifestyle | OPEN | 1.32× | |
| Community Orientation | OPEN | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.01× | |
| Price Sensitivity | PREMIUM | 1.03× | |
| Patriotism | CONSERVATISM | 1.04× |
Rum has an estimated audience of 4,002,094 people in Italy, concentrated in Lombardy and Lazio.
44.5% of Rum fans are female, 55.5% are male, with an average age of 40.2 years.
Rum fans show strongest brand affinity for Distilled beverage (1.93×), Cocktail (1.74×), and Whisky (3.03×) over the country average.
Rum fans in Italy are most concentrated in Lombardy (reach ~800K), Lazio (reach ~600K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Rum itself, the audience over-indexes on Cocktail (1.74×), Whisky (3.03×), Tequila (4.59×), and Vodka (3.48×) 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 Rum. 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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