A data profile of the people who buy, follow and care about Wine in Malaysia — modelled from more than twelve digital signal sources. Wine has an estimated audience of 3,107,185 people in Malaysia.
The average Wine fan in Malaysia is 40.4 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include BTS, Wine & Spirits, Wine tasting, with strongest over-indexing on BTS (1.62× the country average).
Demographically, the Wine audience skews balanced with an average age of 40.4, and over-indexes on personality traits such as Career Orientation, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Wine fan in Malaysia is balanced, around 40.4 years old, with strong Career Orientation tendencies and a notable affinity for BTS.
The key figures that characterise the Wine profile in Malaysia.
51.4% are female, 48.6% are male, average age 40.4.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 40.4 |
| Estimated audience size | 3,107,185 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 25% | |
| 30-39 | 24% | |
| 40-49 | 22% | |
| 50+ | 19% |
of the worldwide Wine audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 22.0% |
| Italy | 6.3% |
| United Kingdom | 5.1% |
Where the Wine audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~900K | 1.64× | |
| 02 | Penang | ~300K | 1.58× | |
| 03 | Sarawak | ~400K | 1.46× | |
| 04 | Selangor | ~1M | 1.33× | |
| 05 | Sabah | ~300K | 1.21× | |
| 06 | Johor | ~500K | 1.18× | |
| 07 | Perak | ~200K | 1.02× | |
| 08 | Malacca | ~100K | 0.98× | |
| 09 | Kedah | ~200K | 0.93× | |
| 10 | Pahang | ~100K | 0.93× | |
| 11 | Labuan | ~20K | 0.93× | |
| 12 | Negeri Sembilan | ~100K | 0.87× | |
| 13 | Perlis | ~40K | 0.86× | |
| 14 | Putrajaya | ~10K | 0.83× | |
| 15 | Terengganu | ~100K | 0.79× | |
| 16 | Kelantan | ~100K | 0.76× |
The strongest cross-interests of the Wine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Port wine | Food & Beverages | 2.53× | ||
| 02 | Adobo | Food & Beverages | 2.12× | ||
| 03 | Souvenirs | Music & Radio | 1.96× | ||
| 04 | Parasites | Music & Radio | 1.96× | ||
| 05 | Grain whisky | Food & Beverages | 1.88× | ||
| 06 | Costume party | Arts & Culture | 1.87× | ||
| 07 | Wheat beer | Food & Beverages | 1.80× | ||
| 08 | Sapporo Brewery | Food & Beverages | 1.80× | ||
| 09 | Winery | Food & Beverages | 1.79× | ||
| 10 | Wine cellar | Food & Beverages | 1.76× | ||
| 11 | Qin Shi Huang | Politics & Society | 1.76× | ||
| 12 | Wine & Spirits | Food & Beverages | 1.75× | ||
| 13 | Don Quixote | Literature | 1.66× | ||
| 14 | BTS | Music & Radio | 1.62× | ||
| 15 | Spider-Man: Brand New Day | Literature | 1.58× | ||
| 16 | Pyton | Literature | 1.57× | ||
| 17 | Wine tasting | Food & Beverages | 1.55× | ||
| 18 | Algemeen Dagblad | News | 1.55× | ||
| 19 | Anime & Cosplay | Fashion & Accessoires | 1.54× | ||
| 20 | Fitness app | Sports | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.57× | |
| Healthy Lifestyle | BALANCE | 1.24× | |
| Design Affinity | PREMIUM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.54× | |
| Family Orientation | CONSERVATISM | 0.73× | |
| Need for Security | CONSERVATISM | 0.81× |
Wine has an estimated audience of 3,107,185 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
51.4% of Wine fans are female, 48.6% are male, with an average age of 40.4 years.
Wine fans show strongest brand affinity for BTS (1.62×), Wine & Spirits (1.75×), and Wine tasting (1.55×) over the country average.
Wine fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~900K), and Johor (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Wine itself, the audience over-indexes on Wine & Spirits (1.75×), Wine tasting (1.55×), Winery (1.79×), and Wheat beer (1.8×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia 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 Malaysia. 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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