Rascasse Audience Intelligence

Malbec Audience in United States

A data profile of the people who buy, follow and care about Malbec in United States — modelled from more than twelve digital signal sources. Malbec has an estimated audience of 602,220 people in United States.

#26among Wine in United States#10617among Topic in United States#1767in Food & Beverages

The average Malbec fan in United States is 41.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include French wine, Wine.com, Oenology, with strongest over-indexing on French wine (114.94× the country average).

Demographically, the Malbec audience skews balanced with an average age of 41.4, and over-indexes on personality traits such as Indulgence, Design Affinity.

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

The typical Malbec fan in United States is balanced, around 41.4 years old, with strong Indulgence tendencies and a notable affinity for French wine.

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 Malbec profile in United States.

Audience size
602K
in United States
Gender
53.9%♀
46.1% male
Age
41.4
average years
Country rank
#32735
Topic in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malbec fans

53.9% are female, 46.1% are male, average age 41.4.

Fig. 02

Gender split

53.9%
Female
46.1%
Male
Demographic split for Malbec audience in United States
MetricValue
Female53.9%
Male46.1%
Average age41.4
Estimated audience size602,220
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Malbec audience in United States
Age bracketShare%
16-1912%
20-2921%
30-3921%
40-4924%
50+22%
Fig. 04

Worldwide distribution

16.8%

of the worldwide Malbec audience comes from United States.

Worldwide audience distribution share by country for Malbec
CountryShare
Brazil20.1%
United States16.8%
Argentina12.1%
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 Malbec audience in United States is strongest.

Fig. 05

Top regions by affinity

Malbec fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~3K1.60×
02Massachusetts~20K1.52×
03California~90K1.36×
04New York~40K1.28×
05New Jersey~20K1.22×
06Pennsylvania~20K1.20×
07Washington~10K1.20×
08Florida~50K1.19×
09Colorado~10K1.19×
10Connecticut~7K1.18×
11Virginia~20K1.12×
12Maryland~10K1.09×
13Oregon~8K1.09×
14Illinois~20K1.08×
15Alaska~1K1.06×
16Arizona~10K1.04×
17Vermont~1K1.03×
18Minnesota~9K1.02×
19Nebraska~3K1.02×
20Utah~5K0.99×
21Kansas~5K0.99×
22New Hampshire~2K0.99×
23Maine~2K0.99×
24Rhode Island~2K0.99×
25Georgia~20K0.97×
26Wisconsin~9K0.97×
27Delaware~2K0.97×
28Montana~2K0.96×
29North Dakota~1K0.96×
30North Carolina~20K0.95×
31Hawaii~2K0.95×
32Idaho~3K0.94×
33South Dakota~1K0.94×
34Texas~50K0.93×
35South Carolina~8K0.93×
36Missouri~9K0.91×
37Nevada~5K0.91×
38Ohio~20K0.90×
39Michigan~10K0.90×
40Iowa~4K0.90×
41Louisiana~7K0.89×
42Tennessee~10K0.87×
43New Mexico~3K0.87×
44Kentucky~6K0.86×
45Arkansas~4K0.86×
46Indiana~9K0.85×
47Oklahoma~6K0.85×
48West Virginia~2K0.82×
49Alabama~7K0.81×
50Mississippi~4K0.80×
Fig. 06

Affinity by region

Affinity by region — Malbec, United States
0.80×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malbec audience
#·InterestCategoryAffinity×
01French wineFood & Beverages114.94×
02RieslingFood & Beverages95.98×
03Wine.comFood & Beverages95.96×
04Champagne (wine region)Travel & Leisure82.14×
05OenologyBusiness & Career70.49×
06Sauvignon blancFood & Beverages68.25×
07MerlotFood & Beverages67.60×
08Wine LoversFood & Beverages61.03×
09Decanter (magazine)Food & Beverages55.43×
10Wine SpectatorFood & Beverages52.90×
11Bordeaux wineTopic44.48×
12Wine barFood & Beverages43.05×
13Wine and food matchingFood & Beverages42.14×
14Pinot noirFood & Beverages38.18×
15Italian wineFood & Beverages35.13×
16Wine cellarFood & Beverages22.03×
17White wineFood & Beverages18.27×
18Wine & SpiritsFood & Beverages18.25×
19Red wineFood & Beverages16.36×
20Wine tastingFood & Beverages14.18×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malbec 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 Malbec audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY4.65×
Design AffinityPREMIUM1.69×
Luxury OrientationPREMIUM1.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malbec audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.76×
SpiritualityBALANCE0.77×
TraditionCONSERVATISM0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Malbec have in United States?

Malbec has an estimated audience of 602,220 people in United States, concentrated in California and Florida.

02

What is the gender split and age of Malbec fans?

53.9% of Malbec fans are female, 46.1% are male, with an average age of 41.4 years.

03

Which brands do Malbec fans like most?

Malbec fans show strongest brand affinity for French wine (114.94×), Wine.com (95.96×), and Oenology (70.49×) over the country average.

04

Where do Malbec fans live in United States?

Malbec fans in United States are most concentrated in California (reach ~90K), Florida (reach ~50K), and Texas (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Malbec fans also like?

Beyond Malbec itself, the audience over-indexes on Wine.com (95.96×), Oenology (70.49×), Wine Spectator (52.9×), and Sauvignon blanc (68.25×) 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 Malbec audiences in other countries

How to read this data

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