A data profile of the people who buy, follow and care about Wine in Italy — modelled from more than twelve digital signal sources. Wine has an estimated audience of 21,060,818 people in Italy.
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 Creativity, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 20 regions tracked by Rascasse.
The typical Wine fan in Italy is balanced, around 44.7 years old, with strong Creativity tendencies and a notable affinity for Saffron.
The key figures that characterise the Wine profile in Italy.
52.7% are female, 47.3% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 52.7% |
| Male | 47.3% |
| Average age | 44.7 |
| Estimated audience size | 21,060,818 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Wine audience comes from Italy.
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
Where the Wine audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tuscany | ~3M | 2.89× | |
| 02 | Trentino-Alto Adige/Südtirol | ~700K | 1.65× | |
| 03 | Veneto | ~2.5M | 1.50× | |
| 04 | Sicilia | ~2.5M | 1.31× | |
| 05 | Liguria | ~700K | 1.10× | |
| 06 | Lazio | ~2.5M | 1.03× | |
| 07 | Sardinia | ~600K | 1.00× | |
| 08 | Friuli-Venezia Giulia | ~400K | 1.00× | |
| 09 | Umbria | ~300K | 0.97× | |
| 10 | Campania | ~2M | 0.95× | |
| 11 | Puglia | ~1.5M | 0.95× | |
| 12 | Aosta Valley | ~50K | 0.95× | |
| 13 | Lombardy | ~3.5M | 0.89× | |
| 14 | Piedmont | ~1.5M | 0.89× | |
| 15 | Molise | ~90K | 0.88× | |
| 16 | Basilicata | ~200K | 0.83× | |
| 17 | Emilia-Romagna | ~1M | 0.73× | |
| 18 | Abruzzo | ~300K | 0.65× | |
| 19 | Calabria | ~400K | 0.62× | |
| 20 | Marche | ~300K | 0.62× |
The strongest cross-interests of the Wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Loyalty | Business & Career | 1.62× | ||
| 02 | Music of the Heart | Movies & TV | 1.58× | ||
| 03 | Ricette della Nonna | Food & Beverages | 1.55× | ||
| 04 | Saffron | Food & Beverages | 1.51× | ||
| 05 | Colors Bangla | Movies & TV | 1.51× | ||
| 06 | Dolcidee.it | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.03× | |
| Pet Ownership | JOY | 0.97× | |
| Quality Awareness | PREMIUM | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.73× | |
| Patriotism | CONSERVATISM | 0.73× | |
| Career Orientation | POWER | 0.79× |
Wine has an estimated audience of 21,060,818 people in Italy, concentrated in Lombardy and Tuscany.
52.7% of Wine fans are female, 47.3% are male, with an average age of 44.7 years.
Wine fans show strongest brand affinity for Saffron (1.51×), Loyalty (1.62×), and Music of the Heart (1.58×) over the country average.
Wine fans in Italy are most concentrated in Lombardy (reach ~3.5M), Tuscany (reach ~3M), and Lazio (reach ~2.5M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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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