Rascasse Audience Intelligence

Wine & Spirits Audience in United States

A data profile of the people who buy, follow and care about Wine & Spirits in United States — modelled from more than twelve digital signal sources. Wine & Spirits has an estimated audience of 13,816,846 people in United States.

#1725among Topic in United States#207in Food & Beverages

The average Wine & Spirits fan in United States is 39.4 years old, balanced, and lives primarily in Pennsylvania.

The audience is concentrated in Pennsylvania, New York, Florida.

Top brand affinities include Wine tasting, White wine, Red wine, with strongest over-indexing on Wine tasting (10.7× the country average).

Demographically, the Wine & Spirits audience skews balanced with an average age of 39.4, 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 Wine & Spirits fan in United States is balanced, around 39.4 years old, with strong Indulgence tendencies and a notable affinity for Wine tasting.

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 & Spirits profile in United States.

Audience size
13.8M
in United States
Gender
52.3%♀
47.7% male
Age
39.4
average years
Country rank
#2567
Topic in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wine & Spirits fans

52.3% are female, 47.7% are male, average age 39.4.

Fig. 02

Gender split

52.3%
Female
47.7%
Male
Demographic split for Wine & Spirits audience in United States
MetricValue
Female52.3%
Male47.7%
Average age39.4
Estimated audience size13,816,846
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Wine & Spirits audience in United States
Age bracketShare%
16-1916%
20-2923%
30-3922%
40-4920%
50+19%
Fig. 04

Worldwide distribution

20.1%

of the worldwide Wine & Spirits audience comes from United States.

Worldwide audience distribution share by country for Wine & Spirits
CountryShare
United States20.1%
Japan14.5%
Italy6.9%
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 Wine & Spirits audience in United States is strongest.

Fig. 05

Top regions by affinity

Wine & Spirits fans by region: top regions in United States
#RegionReachAffinity×
01Pennsylvania~8M17.69×
02Oklahoma~500K2.97×
03Maryland~400K1.67×
04Tennessee~500K1.66×
05Mississippi~200K1.41×
06New York~1M1.36×
07Delaware~50K1.18×
08Minnesota~200K1.13×
09Washington, District of Columbia~40K1.07×
10Florida~1M1.06×
11Massachusetts~300K1.04×
12New Jersey~400K1.03×
13Kentucky~200K1.00×
14Colorado~200K0.99×
15Alaska~30K0.95×
16Vermont~20K0.94×
17North Dakota~30K0.93×
18Idaho~60K0.92×
19South Dakota~30K0.92×
20Montana~30K0.91×
21Nebraska~60K0.90×
22Connecticut~100K0.88×
23Rhode Island~40K0.88×
24Maine~40K0.87×
25West Virginia~60K0.86×
26New Hampshire~50K0.86×
27Hawaii~50K0.85×
28New Mexico~60K0.84×
29Utah~100K0.82×
30Kansas~90K0.81×
31Iowa~90K0.80×
32Arkansas~90K0.80×
33Missouri~200K0.79×
34Oregon~100K0.79×
35Louisiana~100K0.74×
36Georgia~300K0.73×
37Alabama~100K0.73×
38Nevada~100K0.72×
39South Carolina~100K0.70×
40Arizona~200K0.69×
41Wisconsin~100K0.67×
42Illinois~300K0.65×
43Indiana~200K0.65×
44Ohio~300K0.61×
45Michigan~200K0.60×
46Washington~200K0.59×
47Virginia~200K0.58×
48North Carolina~200K0.56×
49California~700K0.47×
50Texas~500K0.40×
Fig. 06

Affinity by region

Affinity by region — Wine & Spirits, United States
0.40×1.00×17.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wine & Spirits audience
#·InterestCategoryAffinity×
01MerlotFood & Beverages19.45×
02MalbecFood & Beverages18.25×
03Sauvignon blancFood & Beverages17.22×
04White wineFood & Beverages14.34×
05Pinot noirFood & Beverages12.28×
06Straight whiskeyFood & Beverages10.80×
07Wine tastingFood & Beverages10.70×
08Red wineFood & Beverages10.68×
09ChampagneFood & Beverages9.09×
10High-net-worth individualBusiness & Career6.72×
11Single malt whiskyFood & Beverages6.26×
12Sparkling wineFood & Beverages5.28×
13Online food orderingFood & Beverages3.33×
14Diaper bagKids & Family3.01×
15Local foodFood & Beverages2.89×
16WineryFood & Beverages2.82×
17Planet FitnessSports2.53×
18CocktailFood & Beverages2.32×
19Trader Joe'sShopping2.31×
20Do it yourself (DIY)Home & Garden1.72×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wine & Spirits 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 & Spirits audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.63×
Design AffinityPREMIUM1.84×
Luxury OrientationPREMIUM1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wine & Spirits audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.75×
IndividualismJOY0.87×
Social Media UsageJOY0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Wine & Spirits have in United States?

Wine & Spirits has an estimated audience of 13,816,846 people in United States, concentrated in Pennsylvania and New York.

02

What is the gender split and age of Wine & Spirits fans?

52.3% of Wine & Spirits fans are female, 47.7% are male, with an average age of 39.4 years.

03

Which brands do Wine & Spirits fans like most?

Wine & Spirits fans show strongest brand affinity for Wine tasting (10.7×), White wine (14.34×), and Red wine (10.68×) over the country average.

04

Where do Wine & Spirits fans live in United States?

Wine & Spirits fans in United States are most concentrated in Pennsylvania (reach ~8M), New York (reach ~1M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Wine & Spirits fans also like?

Beyond Wine & Spirits itself, the audience over-indexes on White wine (14.34×), Red wine (10.68×), Champagne (9.09×), and High-net-worth individual (6.72×) 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 & Spirits 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 & Spirits. 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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