Rascasse Audience Intelligence

Italian wine Audience in United States

A data profile of the people who buy, follow and care about Italian wine in United States — modelled from more than twelve digital signal sources. Italian wine has an estimated audience of 3,807,505 people in United States.

#6among Wine in United States#4436among Topic in United States#536in Food & Beverages

The average Italian wine fan in United States is 40.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Naked Wines, Wine, Seasons 52, with strongest over-indexing on Naked Wines (10.93× the country average).

Demographically, the Italian wine audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Community Orientation, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Italian wine fan in United States is more female, around 40.3 years old, with strong Community Orientation tendencies and a notable affinity for Naked Wines.

Category: Food & Beverages · Type: Topic · Subtype: Wine

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Italian wine profile in United States.

Audience size
3.8M
in United States
Gender
60.0%♀
40.0% male
Age
40.3
average years
Country rank
#8371
Topic in United States
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Italian wine fans

60.0% are female, 40.0% are male, average age 40.3.

Fig. 02

Gender split

60.0%
Female
40.0%
Male
Demographic split for Italian wine audience in United States
MetricValue
Female60.0%
Male40.0%
Average age40.3
Estimated audience size3,807,505
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Italian wine audience in United States
Age bracketShare%
16-1914%
20-2922%
30-3921%
40-4921%
50+22%
Fig. 04

Worldwide distribution

23.0%

of the worldwide Italian wine audience comes from United States.

Worldwide audience distribution share by country for Italian wine
CountryShare
United States23.0%
Italy21.7%
United Kingdom7.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Italian wine audience in United States is strongest.

Fig. 05

Top regions by affinity

Italian wine fans by region: top regions in United States
#RegionReachAffinity×
01Minnesota~70K1.35×
02Connecticut~50K1.34×
03New Jersey~100K1.30×
04Massachusetts~100K1.29×
05New York~300K1.25×
06Florida~300K1.14×
07Pennsylvania~100K1.12×
08Colorado~70K1.12×
09Wisconsin~60K1.10×
10Washington, District of Columbia~10K1.10×
11Rhode Island~10K1.09×
12Vermont~7K1.09×
13Nebraska~20K1.08×
14Maryland~70K1.07×
15South Carolina~60K1.07×
16Delaware~10K1.06×
17New Hampshire~20K1.04×
18Illinois~100K1.03×
19Montana~10K1.02×
20California~400K1.00×
21Georgia~100K1.00×
22Hawaii~20K1.00×
23Louisiana~50K0.99×
24Kansas~30K0.99×
25Ohio~100K0.98×
26North Carolina~100K0.98×
27Oregon~40K0.97×
28Maine~10K0.97×
29South Dakota~9K0.97×
30North Dakota~8K0.97×
31Washington~70K0.96×
32Mississippi~30K0.96×
33Virginia~90K0.95×
34Iowa~30K0.95×
35Alaska~8K0.95×
36Texas~300K0.93×
37Arizona~70K0.93×
38Tennessee~70K0.93×
39Kentucky~40K0.93×
40Michigan~90K0.92×
41Nevada~30K0.91×
42Alabama~50K0.90×
43Missouri~50K0.87×
44Oklahoma~40K0.87×
45Arkansas~30K0.87×
46Indiana~60K0.86×
47Idaho~20K0.84×
48West Virginia~10K0.84×
49Utah~30K0.83×
50New Mexico~20K0.81×
Fig. 06

Affinity by region

Affinity by region — Italian wine, United States
0.81×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Italian wine audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Italian wine audience
#·InterestCategoryAffinity×
01Naked WinesFood & Beverages10.93×
02Seasons 52Food & Beverages9.49×
03WineFood & Beverages2.20×
04Texas RoadhouseFood & Beverages2.15×
05StarbucksFood & Beverages1.93×
06PinterestInternet & Social Media1.86×
07American AirlinesTravel & Leisure1.83×
08BarsTravel & Leisure1.80×
09BeerFood & Beverages1.70×
10Sales promotionShopping1.60×
11DogsPets & Animals1.58×
12GiftShopping1.58×
13NBCMovies & TV1.58×
14RecipesFood & Beverages1.57×
15WalmartShopping1.57×
16AnimalPets & Animals1.56×
17MagazinesLiterature1.53×
18XInternet & Social Media1.52×
19WomanKids & Family1.52×
20HappinessHealth1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Italian wine audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Italian wine audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.69×
IndulgenceJOY1.69×
CreativityOPEN1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Italian wine audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.98×
Luxury OrientationPREMIUM1.02×
MindfulnessBALANCE1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Italian wine have in United States?

Italian wine has an estimated audience of 3,807,505 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Italian wine fans?

60.0% of Italian wine fans are female, 40.0% are male, with an average age of 40.3 years.

03

Which brands do Italian wine fans like most?

Italian wine fans show strongest brand affinity for Naked Wines (10.93×), Wine (2.2×), and Seasons 52 (9.49×) over the country average.

04

Where do Italian wine fans live in United States?

Italian wine fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Italian wine fans also like?

Beyond Italian wine itself, the audience over-indexes on Wine (2.2×), Seasons 52 (9.49×), Pinterest (1.86×), and Texas Roadhouse (2.15×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Wine audiences in United States

See Italian wine audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Italian 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 United States. 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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