Wine Audience in Italy
Wine has an estimated audience of 21,060,818 people in Italy. 52.7% are female, 47.3% are male, average age 44.7. Top regions: Lombardy, Tuscany, Lazio. Top brand affinities: Saffron, Loyalty, Music of the Heart, Colors Bangla, Ricette della Nonna.
The average Wine fan in Italy is 44.7 years old, balanced, and lives primarily in Lombardy. The audience is concentrated in Lombardy, Tuscany, Lazio. Top brand affinities include Saffron, Loyalty, Music of the Heart, with strongest over-indexing on Saffron (1.51× the country average). Demographically, the Wine audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Indulgence, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 20 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic
Demographics of Wine fans
| Metric | Value |
|---|---|
| Female | 52.7% |
| Male | 47.3% |
| Average age | 44.7 |
| Estimated audience size | 21,060,818 |
Audience persona
The typical Wine fan in Italy is balanced, around 44.7 years old, with strong Indulgence tendencies and a notable affinity for Saffron.
Top regions in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | 3,285,528 | 0.89× |
| Tuscany | 2,925,000 | 2.94× |
| Lazio | 2,655,277 | 1.03× |
| Veneto | 2,535,295 | 1.52× |
| Sicilia | 2,428,655 | 1.33× |
| Campania | 2,231,248 | 0.94× |
| Piedmont | 1,368,517 | 0.88× |
| Puglia | 1,365,598 | 0.94× |
| Emilia-Romagna | 1,204,965 | 0.7× |
| Trentino-Alto Adige/Südtirol | 697,822 | 1.75× |
| Liguria | 662,363 | 1.12× |
| Sardinia | 588,056 | 1× |
| Friuli-Venezia Giulia | 395,145 | 0.99× |
| Umbria | 329,363 | 0.96× |
| Calabria | 256,749 | 0.4× |
| Marche | 239,047 | 0.46× |
| Abruzzo | 208,539 | 0.45× |
| Basilicata | 125,833 | 0.65× |
| Aosta Valley | 45,463 | 0.85× |
| Molise | 19,838 | 0.2× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Saffron | 1.51× | Food & Beverages |
| Loyalty | 1.62× | Business & Career |
| Music of the Heart | 1.58× | Movies & TV |
| Colors Bangla | 1.51× | Movies & TV |
| Ricette della Nonna | 1.55× | Food & Beverages |
| Dolcidee.it | 1.51× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.12 |
| Extroversion | THRILL | 1.12 |
| Community Orientation | OPEN | 1.1 |
| Travelling | THRILL | 0.98 |
| Patriotism | CONSERVATISM | 0.98 |
| Luxury Orientation | PREMIUM | 0.98 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
See Wine audiences in other countries
More Food & Beverages audiences in Italy
- Shopping (40,184,269)
- Music (40,110,040)
- Food (39,361,997)
- Sports and outdoors (39,246,828)
- Arts and music (38,946,005)
Frequently asked questions
How many fans does Wine have in Italy?
Wine has an estimated audience of 21,060,818 people in Italy, concentrated in Lombardy and Tuscany.
What is the gender split and age of Wine fans?
52.7% of Wine fans are female, 47.3% are male, with an average age of 44.7 years.
Which brands do Wine fans like most?
Wine fans show strongest brand affinity for Saffron (1.51×), Loyalty (1.62×), and Music of the Heart (1.58×) over the country average.
Where do Wine fans live in Italy?
Wine fans in Italy are most concentrated in Lombardy (reach 3,285,528), Tuscany (reach 2,925,000), and Lazio (reach 2,655,277). These three regions account for the largest share of the active audience.
What other brands do Wine fans also like?
Beyond Wine itself, the audience over-indexes on Loyalty (1.62×), Music of the Heart (1.58×), Colors Bangla (1.51×), and Ricette della Nonna (1.55×) compared to the Italy average.
How to read this data
Audience size is the estimated number of people in Italy who actively search for 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.
About this audience profile
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.