A data profile of the people who buy, follow and care about Whisky in Italy — modelled from more than twelve digital signal sources. Whisky has an estimated audience of 3,945,969 people in Italy.
The average Whisky 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 Drinking, Clothing, Tennessee whiskey, with strongest over-indexing on Drinking (5.65× the country average).
Demographically, the Whisky audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Indulgence, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Whisky fan in Italy is more male, around 40.2 years old, with strong Indulgence tendencies and a notable affinity for Drinking.
The key figures that characterise the Whisky profile in Italy.
41.1% are female, 58.9% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 41.1% |
| Male | 58.9% |
| Average age | 40.2 |
| Estimated audience size | 3,945,969 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 21% | |
| 30-39 | 24% | |
| 40-49 | 22% | |
| 50+ | 20% |
of the worldwide Whisky audience comes from Italy.
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 10.2% |
| United Kingdom | 5.5% |
Where the Whisky audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~900K | 1.35× | |
| 02 | Lazio | ~600K | 1.19× | |
| 03 | Sardinia | ~100K | 1.19× | |
| 04 | Sicilia | ~400K | 1.17× | |
| 05 | Puglia | ~300K | 1.09× | |
| 06 | Trentino-Alto Adige/Südtirol | ~80K | 1.07× | |
| 07 | Tuscany | ~300K | 1.06× | |
| 08 | Veneto | ~300K | 1.05× | |
| 09 | Calabria | ~100K | 1.05× | |
| 10 | Campania | ~500K | 1.04× | |
| 11 | Piedmont | ~300K | 1.04× | |
| 12 | Emilia-Romagna | ~300K | 1.00× | |
| 13 | Liguria | ~100K | 1.00× | |
| 14 | Abruzzo | ~90K | 0.98× | |
| 15 | Marche | ~90K | 0.93× | |
| 16 | Friuli-Venezia Giulia | ~70K | 0.90× | |
| 17 | Umbria | ~60K | 0.89× | |
| 18 | Basilicata | ~30K | 0.84× | |
| 19 | Aosta Valley | ~8K | 0.83× | |
| 20 | Molise | ~20K | 0.82× |
The strongest cross-interests of the Whisky audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tennessee whiskey | Food & Beverages | 8.71× | ||
| 02 | Bourbon whiskey | Food & Beverages | 7.21× | ||
| 03 | Drinking | Food & Beverages | 5.65× | ||
| 04 | Scotch whisky | Food & Beverages | 5.06× | ||
| 05 | Mixed drink | Food & Beverages | 4.03× | ||
| 06 | Drinking water | Food & Beverages | 3.14× | ||
| 07 | Gourmet Foods | Food & Beverages | 2.96× | ||
| 08 | White wine | Food & Beverages | 2.67× | ||
| 09 | Wine & Spirits | Food & Beverages | 2.63× | ||
| 10 | Red wine | Food & Beverages | 2.50× | ||
| 11 | Austria | Travel & Leisure | 2.21× | ||
| 12 | Distilled beverage | Food & Beverages | 2.02× | ||
| 13 | Foodservice | Food & Beverages | 1.90× | ||
| 14 | Harry Potter | Movies & TV | 1.69× | ||
| 15 | Books | Literature | 1.68× | ||
| 16 | Woman | Kids & Family | 1.60× | ||
| 17 | Culture | Literature | 1.54× | ||
| 18 | Women's clothing | Fashion & Accessoires | 1.53× | ||
| 19 | Clothing | Fashion & Accessoires | 1.52× | ||
| 20 | Men's clothing | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.90× | |
| Travelling | THRILL | 1.59× | |
| Design Affinity | PREMIUM | 1.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.09× | |
| Price Sensitivity | PREMIUM | 1.11× | |
| Creativity | OPEN | 1.13× |
Whisky has an estimated audience of 3,945,969 people in Italy, concentrated in Lombardy and Lazio.
41.1% of Whisky fans are female, 58.9% are male, with an average age of 40.2 years.
Whisky fans show strongest brand affinity for Drinking (5.65×), Clothing (1.52×), and Tennessee whiskey (8.71×) over the country average.
Whisky fans in Italy are most concentrated in Lombardy (reach ~900K), Lazio (reach ~600K), and Campania (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Whisky itself, the audience over-indexes on Clothing (1.52×), Tennessee whiskey (8.71×), Culture (1.54×), and Gourmet Foods (2.96×) 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 Whisky. 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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