Rascasse Audience Intelligence

Merlot Audience in United States

A data profile of the people who buy, follow and care about Merlot in United States — modelled from more than twelve digital signal sources. Merlot has an estimated audience of 981,575 people in United States.

#20among Wine in United States#8731among Topic in United States#1332in Food & Beverages

The average Merlot fan in United States is 41.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include French wine, Wine.com, Wine tasting, with strongest over-indexing on French wine (73.51× the country average).

Demographically, the Merlot audience skews more female 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 Merlot fan in United States is more female, 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 Merlot profile in United States.

Audience size
982K
in United States
Gender
58.3%♀
41.7% male
Age
41.4
average years
Country rank
#23971
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Merlot fans

58.3% are female, 41.7% are male, average age 41.4.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for Merlot audience in United States
MetricValue
Female58.3%
Male41.7%
Average age41.4
Estimated audience size981,575
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Merlot audience in United States
Age bracketShare%
16-1911%
20-2921%
30-3922%
40-4925%
50+21%
Fig. 04

Worldwide distribution

19.6%

of the worldwide Merlot audience comes from United States.

Worldwide audience distribution share by country for Merlot
CountryShare
United States19.6%
Brazil9.0%
Italy8.5%
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 Merlot audience in United States is strongest.

Fig. 05

Top regions by affinity

Merlot fans by region: top regions in United States
#RegionReachAffinity×
01New York~70K1.22×
02Illinois~40K1.18×
03Washington, District of Columbia~3K1.15×
04Massachusetts~20K1.14×
05California~100K1.13×
06Nevada~10K1.12×
07Florida~70K1.11×
08New Jersey~30K1.11×
09Hawaii~5K1.08×
10Maryland~20K1.07×
11Texas~90K1.06×
12Washington~20K1.06×
13Louisiana~10K1.06×
14Connecticut~10K1.06×
15Alaska~2K1.06×
16Minnesota~10K1.05×
17Pennsylvania~30K1.04×
18Arkansas~8K1.04×
19Virginia~20K1.03×
20Arizona~20K1.03×
21Tennessee~20K1.03×
22Indiana~20K1.03×
23Kansas~8K1.03×
24Georgia~30K1.02×
25Mississippi~8K1.02×
26Delaware~3K1.02×
27Kentucky~10K1.01×
28Utah~9K1.01×
29Michigan~30K1.00×
30Missouri~20K1.00×
31Iowa~8K1.00×
32Wisconsin~10K0.99×
33Nebraska~5K0.99×
34Rhode Island~3K0.98×
35Colorado~10K0.97×
36Oklahoma~10K0.97×
37South Carolina~10K0.95×
38North Dakota~2K0.95×
39North Carolina~30K0.94×
40Alabama~10K0.93×
41Ohio~30K0.92×
42Oregon~10K0.92×
43West Virginia~4K0.92×
44South Dakota~2K0.91×
45New Mexico~4K0.90×
46New Hampshire~3K0.90×
47Montana~2K0.89×
48Idaho~4K0.88×
49Vermont~2K0.88×
50Maine~3K0.87×
Fig. 06

Affinity by region

Affinity by region — Merlot, United States
0.87×1.00×1.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Merlot audience
#·InterestCategoryAffinity×
01MalbecFood & Beverages90.79×
02French wineFood & Beverages73.51×
03RieslingFood & Beverages69.05×
04Wine.comFood & Beverages67.83×
05Sauvignon blancFood & Beverages63.22×
06Decanter (magazine)Food & Beverages57.11×
07OenologyBusiness & Career52.59×
08Pinot noirFood & Beverages43.14×
09Wine LoversFood & Beverages42.34×
10Wine SpectatorFood & Beverages41.35×
11Wine and food matchingFood & Beverages38.93×
12Bordeaux wineTopic33.44×
13Wine barFood & Beverages32.32×
14Italian wineFood & Beverages25.67×
15White wineFood & Beverages22.39×
16Wine & SpiritsFood & Beverages19.45×
17Red wineFood & Beverages18.84×
18Wine cellarFood & Beverages18.03×
19Wine tastingFood & Beverages16.93×
20ChampagneFood & Beverages13.04×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Merlot 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 Merlot audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY4.94×
Design AffinityPREMIUM2.12×
Quality AwarenessPREMIUM1.85×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Merlot audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.96×
Need for SecurityCONSERVATISM1.00×
SpiritualityBALANCE1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Merlot have in United States?

Merlot has an estimated audience of 981,575 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Merlot fans?

58.3% of Merlot fans are female, 41.7% are male, with an average age of 41.4 years.

03

Which brands do Merlot fans like most?

Merlot fans show strongest brand affinity for French wine (73.51×), Wine.com (67.83×), and Wine tasting (16.93×) over the country average.

04

Where do Merlot fans live in United States?

Merlot fans in United States are most concentrated in California (reach ~100K), Texas (reach ~90K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Merlot fans also like?

Beyond Merlot itself, the audience over-indexes on Wine.com (67.83×), Wine tasting (16.93×), Wine & Spirits (19.45×), and Malbec (90.79×) 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 Merlot audiences in other countries

How to read this data

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