A data profile of the people who buy, follow and care about Alcohol in South Africa — modelled from more than twelve digital signal sources. Alcohol has an estimated audience of 1,370,927 people in South Africa.
Alcohol has an estimated audience of 1,370,927 people in South Africa. 52.1% are female, 47.9% are male, average age 37.1. Top brand affinities: Single malt whisky, Malt whisky, Rum, Prosecco, Liquor store.
Top brand affinities include Single malt whisky, Malt whisky, Rum, with strongest over-indexing on Single malt whisky (2.03× the country average).
Demographically, the Alcohol audience skews balanced with an average age of 37.1, and over-indexes on personality traits such as Indulgence, Quality Awareness.
The typical Alcohol fan in South Africa is balanced, around 37.1 years old, with strong Indulgence tendencies and a notable affinity for Single malt whisky.
The key figures that characterise the Alcohol profile in South Africa.
52.1% are female, 47.9% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 52.1% |
| Male | 47.9% |
| Average age | 37.1 |
| Estimated audience size | 1,370,927 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 30% | |
| 30-39 | 20% | |
| 40-49 | 12% | |
| 50+ | 18% |
of the worldwide Alcohol audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 21.9% |
| Japan | 9.9% |
| United Kingdom | 5.2% |
The strongest cross-interests of the Alcohol audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 2.70× | ||
| 02 | Single malt scotch | Food & Beverages | 2.59× | ||
| 03 | Chardonnay | Food & Beverages | 2.34× | ||
| 04 | Cabernet Sauvignon | Food & Beverages | 2.33× | ||
| 05 | Single malt whisky | Food & Beverages | 2.03× | ||
| 06 | Prosecco | Food & Beverages | 1.96× | ||
| 07 | Diabetes mellitus type 2 awareness | Health | 1.88× | ||
| 08 | Gillette (brand) | Beauty & Wellness | 1.81× | ||
| 09 | Bombay Sapphire | Food & Beverages | 1.77× | ||
| 10 | Malaysia Airlines | Travel & Leisure | 1.73× | ||
| 11 | Miele | Home & Garden | 1.61× | ||
| 12 | Liquor store | Food & Beverages | 1.60× | ||
| 13 | Nobel Peace Prize | Politics & Society | 1.54× | ||
| 14 | Rum | Food & Beverages | 1.53× | ||
| 15 | Sugar substitute | Food & Beverages | 1.52× | ||
| 16 | Superfood | Food & Beverages | 1.52× | ||
| 17 | Organic certification | Food & Beverages | 1.52× | ||
| 18 | Slow cooker | Food & Beverages | 1.52× | ||
| 19 | Radisson Hotels | Travel & Leisure | 1.52× | ||
| 20 | Johnnie Walker | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.56× | |
| Quality Awareness | PREMIUM | 1.30× | |
| Pet Ownership | JOY | 1.27× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.77× | |
| Risk Appetite | THRILL | 0.78× | |
| Social Media Usage | JOY | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Alcohol. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. 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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