Rascasse Audience Intelligence

Vivino Audience in United States

A data profile of the people who buy, follow and care about Vivino in United States — modelled from more than twelve digital signal sources. Vivino has an estimated audience of 358,149 people in United States.

#39among Wine in United States#1418among Website / Newspaper / Magazine in United States#2305in Food & Beverages

The average Vivino fan in United States is 42.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Wine tasting, Planet Fitness, Winery, with strongest over-indexing on Wine tasting (2.89× the country average).

Demographically, the Vivino audience skews more female with an average age of 42.7, 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 Vivino fan in United States is more female, around 42.7 years old, with strong Indulgence tendencies and a notable affinity for Wine tasting.

Category: Food & Beverages · Type: Website / Newspaper / Magazine · 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 Vivino profile in United States.

Audience size
358K
in United States
Gender
58.7%♀
41.3% male
Age
42.7
average years
Country rank
#44089
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Vivino

58.7% are female, 41.3% are male, average age 42.7.

Fig. 02

Gender split

58.7%
Female
41.3%
Male
Demographic split for Vivino audience in United States
MetricValue
Female58.7%
Male41.3%
Average age42.7
Estimated audience size358,149
Fig. 03

Age distribution

Ø 42.7
average years
Age distribution of the Vivino audience in United States
Age bracketShare%
16-1911%
20-2918%
30-3920%
40-4924%
50+27%
Fig. 04

Worldwide distribution

9.2%

of the worldwide Vivino audience comes from United States.

Worldwide audience distribution share by country for Vivino
CountryShare
France10.5%
Italy10.1%
United States9.2%
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 Vivino audience in United States is strongest.

Fig. 05

Top regions by affinity

Vivino fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~3K2.32×
02New York~40K1.87×
03California~70K1.75×
04North Dakota~1K1.62×
05New Jersey~10K1.53×
06Massachusetts~10K1.52×
07Florida~30K1.40×
08Connecticut~5K1.39×
09Rhode Island~2K1.39×
10Washington~10K1.32×
11Hawaii~2K1.28×
12Virginia~10K1.24×
13Oregon~5K1.19×
14Maryland~7K1.18×
15Illinois~10K1.11×
16North Carolina~10K1.11×
17Colorado~6K1.11×
18Texas~30K1.10×
19Georgia~10K1.07×
20South Carolina~6K1.03×
21New Hampshire~1K1.02×
22Vermont<1K0.99×
23Nevada~3K0.98×
24Pennsylvania~10K0.97×
25Alaska<1K0.96×
26Maine~1K0.93×
27Arizona~7K0.91×
28Minnesota~5K0.91×
29Montana<1K0.87×
30Delaware<1K0.86×
31Kansas~2K0.84×
32South Dakota<1K0.84×
33Louisiana~4K0.83×
34Michigan~8K0.82×
35Idaho~1K0.82×
36Ohio~9K0.81×
37New Mexico~1K0.81×
38Nebraska~1K0.81×
39Tennessee~6K0.79×
40Indiana~5K0.79×
41Wisconsin~4K0.77×
42West Virginia~1K0.76×
43Oklahoma~3K0.75×
44Missouri~4K0.74×
45Utah~2K0.73×
46Arkansas~2K0.73×
47Alabama~4K0.70×
48Iowa~2K0.70×
49Mississippi~2K0.69×
50Kentucky~3K0.67×
Fig. 06

Affinity by region

Affinity by region — Vivino, United States
0.67×1.00×2.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vivino audience
#·InterestCategoryAffinity×
01Wine tastingFood & Beverages2.89×
02WineryFood & Beverages2.49×
03Sparkling wineFood & Beverages2.45×
04ChampagneFood & Beverages2.16×
05Non-alcoholic beverageFood & Beverages2.08×
06White wineFood & Beverages2.05×
07VineyardFood & Beverages2.00×
08Red wineFood & Beverages1.90×
09Diaper bagKids & Family1.89×
10Real propertyHome & Garden1.81×
11HormoneHealth1.63×
12Luxury real estateBusiness & Career1.60×
13BrunchFood & Beverages1.58×
14Planet FitnessSports1.57×
15NASDAQBusiness & Career1.57×
16Online food orderingFood & Beverages1.56×
17InnovationBusiness & Career1.55×
18Made in USABusiness & Career1.52×
19Deal of the dayShopping1.52×
20Labor DayPolitics & Society1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vivino 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 Vivino audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.63×
Design AffinityPREMIUM1.30×
Community OrientationOPEN1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vivino audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.90×
PatriotismCONSERVATISM0.95×
TraditionCONSERVATISM0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vivino have in United States?

Vivino has an estimated audience of 358,149 people in United States, concentrated in California and New York.

02

What is the gender split and age of Vivino fans?

58.7% of Vivino fans are female, 41.3% are male, with an average age of 42.7 years.

03

Which brands do Vivino fans like most?

Vivino fans show strongest brand affinity for Wine tasting (2.89×), Planet Fitness (1.57×), and Winery (2.49×) over the country average.

04

Where do Vivino fans live in United States?

Vivino fans in United States are most concentrated in California (reach ~70K), New York (reach ~40K), and Texas (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Vivino fans also like?

Beyond Vivino itself, the audience over-indexes on Planet Fitness (1.57×), Winery (2.49×), Real property (1.81×), and Diaper bag (1.89×) 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 Vivino audiences in other countries

How to read this data

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