Rascasse Audience Intelligence

Pinot noir Audience in United States

A data profile of the people who buy, follow and care about Pinot noir in United States — modelled from more than twelve digital signal sources. Pinot noir has an estimated audience of 1,960,822 people in United States.

#11among Wine in United States#6393among Topic in United States#883in Food & Beverages

The average Pinot noir fan in United States is 41.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include French wine, Wine tasting, Wine.com, with strongest over-indexing on French wine (41.77× the country average).

Demographically, the Pinot noir audience skews more female with an average age of 41.9, 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 Pinot noir fan in United States is more female, around 41.9 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 Pinot noir profile in United States.

Audience size
2M
in United States
Gender
56.1%♀
43.9% male
Age
41.9
average years
Country rank
#14462
Topic in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Pinot noir fans

56.1% are female, 43.9% are male, average age 41.9.

Fig. 02

Gender split

56.1%
Female
43.9%
Male
Demographic split for Pinot noir audience in United States
MetricValue
Female56.1%
Male43.9%
Average age41.9
Estimated audience size1,960,822
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Pinot noir audience in United States
Age bracketShare%
16-1910%
20-2920%
30-3922%
40-4926%
50+22%
Fig. 04

Worldwide distribution

29.2%

of the worldwide Pinot noir audience comes from United States.

Worldwide audience distribution share by country for Pinot noir
CountryShare
United States29.2%
Italy10.1%
Japan6.9%
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 Pinot noir audience in United States is strongest.

Fig. 05

Top regions by affinity

Pinot noir fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~30K1.31×
02Washington, District of Columbia~8K1.29×
03Hawaii~10K1.26×
04New York~100K1.24×
05New Jersey~60K1.21×
06Florida~200K1.19×
07Connecticut~20K1.18×
08Massachusetts~40K1.15×
09Alaska~5K1.15×
10California~200K1.14×
11Mississippi~20K1.12×
12Rhode Island~7K1.11×
13Louisiana~30K1.10×
14Georgia~60K1.06×
15Maryland~40K1.06×
16Nevada~20K1.06×
17Illinois~70K1.05×
18Delaware~6K1.05×
19Pennsylvania~70K1.04×
20Colorado~30K1.04×
21Tennessee~40K1.02×
22Kansas~20K1.02×
23Texas~200K1.00×
24South Carolina~30K1.00×
25Arizona~40K0.99×
26Washington~40K0.99×
27Alabama~30K0.99×
28North Carolina~60K0.98×
29Minnesota~30K0.97×
30Arkansas~20K0.97×
31Virginia~50K0.95×
32Ohio~60K0.94×
33Kentucky~20K0.94×
34Nebraska~9K0.94×
35New Hampshire~7K0.93×
36Missouri~30K0.92×
37Montana~5K0.92×
38Michigan~50K0.91×
39Wisconsin~30K0.91×
40North Dakota~4K0.91×
41South Dakota~4K0.90×
42Vermont~3K0.88×
43Oklahoma~20K0.87×
44Maine~6K0.86×
45Iowa~10K0.85×
46Idaho~8K0.84×
47Indiana~30K0.83×
48New Mexico~8K0.79×
49Utah~10K0.78×
50West Virginia~7K0.77×
Fig. 06

Affinity by region

Affinity by region — Pinot noir, United States
0.77×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pinot noir audience
#·InterestCategoryAffinity×
01MalbecFood & Beverages50.48×
02MerlotFood & Beverages42.47×
03French wineFood & Beverages41.77×
04RieslingFood & Beverages41.24×
05Wine.comFood & Beverages38.19×
06Sauvignon blancFood & Beverages37.22×
07OenologyBusiness & Career32.31×
08Wine LoversFood & Beverages28.09×
09Wine SpectatorFood & Beverages27.28×
10Wine and food matchingFood & Beverages24.14×
11Wine barFood & Beverages20.59×
12Italian wineFood & Beverages18.11×
13Wine clubsFood & Beverages17.81×
14White wineFood & Beverages14.13×
15Wine cellarFood & Beverages12.42×
16Wine tastingFood & Beverages12.35×
17Wine & SpiritsFood & Beverages12.28×
18Red wineFood & Beverages12.00×
19ChampagneFood & Beverages9.06×
20Sparkling wineFood & Beverages7.22×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pinot noir 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 Pinot noir audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.86×
Design AffinityPREMIUM1.83×
Quality AwarenessPREMIUM1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pinot noir audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.90×
ExtroversionTHRILL0.96×
Need for SecurityCONSERVATISM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Pinot noir have in United States?

Pinot noir has an estimated audience of 1,960,822 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Pinot noir fans?

56.1% of Pinot noir fans are female, 43.9% are male, with an average age of 41.9 years.

03

Which brands do Pinot noir fans like most?

Pinot noir fans show strongest brand affinity for French wine (41.77×), Wine tasting (12.35×), and Wine.com (38.19×) over the country average.

04

Where do Pinot noir fans live in United States?

Pinot noir fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Pinot noir fans also like?

Beyond Pinot noir itself, the audience over-indexes on Wine tasting (12.35×), Wine.com (38.19×), Wine & Spirits (12.28×), and Merlot (42.47×) 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 Pinot noir audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →