A data profile of the people who buy, follow and care about Wine & Spirits in Italy — modelled from more than twelve digital signal sources. Wine & Spirits has an estimated audience of 4,726,260 people in Italy.
Wine & Spirits has an estimated audience of 4,726,260 people in Italy. 53.9% are female, 46.1% are male, average age 41.0. Top brand affinities: Red wine, Wine tasting, White wine, Champagne, Scotch whisky.
Top brand affinities include Red wine, Wine tasting, White wine, with strongest over-indexing on Red wine (10.34× the country average).
Demographically, the Wine & Spirits audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Indulgence, Career Orientation.
The typical Wine & Spirits fan in Italy is balanced, around 41.0 years old, with strong Indulgence tendencies and a notable affinity for Red wine.
The key figures that characterise the Wine & Spirits profile in Italy.
53.9% are female, 46.1% are male, average age 41.0.
| Metric | Value |
|---|---|
| Female | 53.9% |
| Male | 46.1% |
| Average age | 41.0 |
| Estimated audience size | 4,726,260 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 23% |
of the worldwide Wine & Spirits audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 14.5% |
| Italy | 6.9% |
The strongest cross-interests of the Wine & Spirits audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sauvignon blanc | Food & Beverages | 14.89× | ||
| 02 | Pinot noir | Food & Beverages | 12.06× | ||
| 03 | Red wine | Food & Beverages | 10.34× | ||
| 04 | Blended whiskey | Food & Beverages | 10.11× | ||
| 05 | Scotch whisky | Food & Beverages | 9.73× | ||
| 06 | White wine | Food & Beverages | 8.77× | ||
| 07 | Wine tasting | Food & Beverages | 7.42× | ||
| 08 | Tequila | Food & Beverages | 7.23× | ||
| 09 | Smoked meat | Food & Beverages | 6.48× | ||
| 10 | Champagne | Food & Beverages | 5.80× | ||
| 11 | Eataly | Food & Beverages | 5.05× | ||
| 12 | Gourmet Foods | Food & Beverages | 4.06× | ||
| 13 | Home Delivery | Food & Beverages | 3.74× | ||
| 14 | Beer festival | Food & Beverages | 3.64× | ||
| 15 | Uniqlo | Shopping | 3.35× | ||
| 16 | Wine cellar | Food & Beverages | 2.97× | ||
| 17 | Sparkling wine | Food & Beverages | 2.68× | ||
| 18 | Local food | Food & Beverages | 2.23× | ||
| 19 | Cocktail | Food & Beverages | 1.94× | ||
| 20 | Do it yourself (DIY) | Home & Garden | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 2.74× | |
| Career Orientation | POWER | 2.70× | |
| Design Affinity | PREMIUM | 1.66× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.35× | |
| Spirituality | BALANCE | 0.66× | |
| Tradition | CONSERVATISM | 0.70× |
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 & Spirits. 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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