Merlot Audience in United States

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Merlot has an estimated audience of 981,575 people in United States. 58.3% are female, 41.7% are male, average age 41.4. Top regions: California, Texas, Florida. Top brand affinities: French wine, Wine.com, Wine tasting, Wine & Spirits, Malbec.

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.

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

Demographics of Merlot fans

Demographic split for Merlot audience in United States
MetricValue
Female58.3%
Male41.7%
Average age41.4
Estimated audience size981,575

Audience persona

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.

Top regions in United States

Top regions ranked by reach for Merlot in United States
RegionReachAffinity
California134,0611.24×
Texas96,1401.14×
Florida78,8561.19×
New York73,7351.34×
Illinois40,5991.24×
Pennsylvania34,7701.05×
Georgia30,3711×
New Jersey30,2991.21×
North Carolina28,5680.97×
Ohio27,8540.92×
Michigan26,6371.04×
Virginia26,5741.11×
Massachusetts24,0841.25×
Arizona22,4271.12×
Washington22,0621.12×
Tennessee20,3021.03×
Indiana18,3211.02×
Maryland18,1921.08×
Missouri16,1541.02×
Minnesota15,7811.12×
Colorado15,4381×
Wisconsin14,4070.98×
South Carolina14,3860.97×
Louisiana13,7051.08×
Kentucky12,1540.99×
Alabama11,6480.85×
Nevada11,1591.18×
Connecticut10,5331.07×
Oregon10,2800.91×
Oklahoma10,2040.94×
Utah8,4360.96×
Arkansas8,1161×
Mississippi7,9360.98×
Iowa7,7110.95×
Kansas7,6920.99×
Nebraska4,4870.91×
Hawaii4,3921.04×
New Mexico4,2540.86×
Idaho3,8990.79×
West Virginia3,7270.82×
Washington, District of Columbia3,5951.22×
New Hampshire3,2150.83×
Rhode Island3,1281×
Delaware2,6971×
Maine2,6160.74×
Alaska2,1501.02×
Montana2,1280.78×
South Dakota1,7000.75×
North Dakota1,6070.8×
Vermont1,2530.73×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Merlot audience
BrandAffinityCategory
French wine73.51×Food & Beverages
Wine.com67.83×Food & Beverages
Wine tasting16.93×Food & Beverages
Wine & Spirits19.45×Food & Beverages
Malbec90.79×Food & Beverages
White wine22.39×Food & Beverages
Sauvignon blanc63.22×Food & Beverages
Red wine18.84×Food & Beverages
Pinot noir43.14×Food & Beverages
Wine Spectator41.35×Food & Beverages
Oenology52.59×Business & Career
Wine and food matching38.93×Food & Beverages
Italian wine25.67×Food & Beverages
Riesling69.05×Food & Beverages
Wine cellar18.03×Food & Beverages
Champagne13.04×Food & Beverages
Decanter (magazine)57.11×Food & Beverages
Wine Lovers42.34×Food & Beverages
Wine bar32.32×Food & Beverages
Bordeaux wine33.44×

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Merlot audience
TraitClusterScore
IndulgenceJOY4.66
Design AffinityPREMIUM1.95
Luxury OrientationPREMIUM1.66
Family OrientationCONSERVATISM1.55
Convenience OrientationPREMIUM1.52
TravellingTHRILL1.49

Worldwide distribution

Worldwide audience distribution share by country for Merlot
CountryShare
United States19.7%
Brazil9.0%
Italy8.5%

See Merlot audiences in other countries

More Wine audiences in United States

Frequently asked questions

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.

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.

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.

Where do Merlot fans live in United States?

Merlot fans in United States are most concentrated in California (reach 134,061), Texas (reach 96,140), and Florida (reach 78,856). These three regions account for the largest share of the active audience.

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.

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.