Rascasse Audience Intelligence

Wine Audience in United States

A data profile of the people who buy, follow and care about Wine in United States — modelled from more than twelve digital signal sources. Wine has an estimated audience of 73,986,272 people in United States.

#135among Topic in United States#13in Food & Beverages

The average Wine fan in United States is 42.6 years old, more female, and lives primarily in California.

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

Top brand affinities include Nancy Mace, Google Drive, Savannah Guthrie, with strongest over-indexing on Nancy Mace (2.38× the country average).

Demographically, the Wine audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

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

The typical Wine fan in United States is more female, around 42.6 years old, with strong Indulgence tendencies and a notable affinity for Nancy Mace.

Category: Food & Beverages · Type: Topic

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 Wine profile in United States.

Audience size
74M
in United States
Gender
58.2%♀
41.8% male
Age
42.6
average years
Country rank
#170
Topic in United States
Fig. 01

Search interest · 12-month trend

-23%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wine fans

58.2% are female, 41.8% are male, average age 42.6.

Fig. 02

Gender split

58.2%
Female
41.8%
Male
Demographic split for Wine audience in United States
MetricValue
Female58.2%
Male41.8%
Average age42.6
Estimated audience size73,986,272
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Wine audience in United States
Age bracketShare%
16-1911%
20-2918%
30-3920%
40-4924%
50+27%
Fig. 04

Worldwide distribution

22.0%

of the worldwide Wine audience comes from United States.

Worldwide audience distribution share by country for Wine
CountryShare
United States22.0%
Italy6.3%
United Kingdom5.1%
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 Wine audience in United States is strongest.

Fig. 05

Top regions by affinity

Wine fans by region: top regions in United States
#RegionReachAffinity×
01New York~8.5M2.09×
02Washington, District of Columbia~400K1.77×
03California~12M1.43×
04Oregon~1M1.41×
05Ohio~3M1.34×
06Pennsylvania~3M1.27×
07New Jersey~2.5M1.27×
08Washington~2M1.26×
09Maryland~1.5M1.26×
10Tennessee~2M1.23×
11Mississippi~700K1.18×
12Vermont~100K1.14×
13Massachusetts~1.5M1.12×
14Colorado~1.5M1.10×
15Connecticut~800K1.10×
16Kansas~600K1.10×
17North Carolina~2.5M1.04×
18Virginia~2M1.04×
19Rhode Island~200K1.01×
20Delaware~200K1.01×
21Texas~6.5M1.00×
22Florida~5M0.99×
23Louisiana~900K0.98×
24Georgia~2M0.97×
25Hawaii~300K0.97×
26South Carolina~1M0.95×
27Arizona~1.5M0.92×
28New Mexico~300K0.90×
29New Hampshire~300K0.90×
30Michigan~1.5M0.88×
31Alabama~900K0.88×
32Kentucky~800K0.88×
33Illinois~2M0.87×
34Utah~600K0.87×
35Arkansas~500K0.87×
36Maine~200K0.87×
37Alaska~100K0.85×
38Nevada~600K0.84×
39Minnesota~900K0.83×
40Idaho~300K0.83×
41Wisconsin~900K0.82×
42Nebraska~300K0.81×
43Missouri~900K0.79×
44Montana~200K0.79×
45Indiana~1M0.78×
46Oklahoma~600K0.72×
47Iowa~400K0.70×
48North Dakota~100K0.70×
49South Dakota~100K0.69×
50West Virginia~200K0.68×
Fig. 06

Affinity by region

Affinity by region — Wine, United States
0.68×1.00×2.09×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wine audience
#·InterestCategoryAffinity×
01Princess PollyFashion & Accessoires2.72×
02AritziaFashion & Accessoires2.67×
03Purchase discountShopping2.63×
04Nancy MacePolitics & Society2.38×
05Savannah GuthrieMovies & TV2.29×
06LabCorpHealth2.29×
07Google CalendarInternet & Social Media2.18×
08Ana de ArmasMovies & TV2.17×
09Maltese (dog)Pets & Animals2.04×
10CoachFashion & Accessoires1.92×
11Google NewsNews1.91×
12Animal Liberation OrchestraMusic & Radio1.90×
13Google DriveTechnology & Electronics1.88×
14BeyinHealth1.83×
15Homo sapiensKids & Family1.76×
16WordKids & Family1.75×
17Hair ExtensionsBeauty & Wellness1.63×
18Scooby-DooMovies & TV1.61×
19Google FlightsTravel & Leisure1.58×
20Natural skin careBeauty & Wellness1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wine 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 Wine audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.50×
Luxury OrientationPREMIUM1.31×
Design AffinityPREMIUM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wine audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.90×
Risk AppetiteTHRILL0.93×
SpiritualityBALANCE0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wine have in United States?

Wine has an estimated audience of 73,986,272 people in United States, concentrated in California and New York.

02

What is the gender split and age of Wine fans?

58.2% of Wine fans are female, 41.8% are male, with an average age of 42.6 years.

03

Which brands do Wine fans like most?

Wine fans show strongest brand affinity for Nancy Mace (2.38×), Google Drive (1.88×), and Savannah Guthrie (2.29×) over the country average.

04

Where do Wine fans live in United States?

Wine fans in United States are most concentrated in California (reach ~12M), New York (reach ~8.5M), and Texas (reach ~6.5M). These three regions account for the largest share of the active audience.

05

What other brands do Wine fans also like?

Beyond Wine itself, the audience over-indexes on Google Drive (1.88×), Savannah Guthrie (2.29×), LabCorp (2.29×), and Animal Liberation Orchestra (1.9×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in United States

See Wine audiences in other countries

How to read this data

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