Brandwave

How popular isNaked Wines?

In September 2026, people searched for Naked Wines by name about 14,800 times in Australia, an 18.2% decrease from the previous year. These searches made up 32.7% of all Australia wine club searches, placing Naked Wines second out of five brands. When we asked both ChatGPT and Google AI Overviews about wine clubs, Naked Wines appeared in three of the four answers and was the third most recommended of the five.

Search and AI answers in September 2026

Naked Wines is the second most searched of 5 competitors and the third most recommended in AI answers.

  1. VinomofoShare of searches 40%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. Naked WinesShare of searches 32.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. Good Pair DaysShare of searches 17.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. Wine SelectorsShare of searches 6.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. LaithwaitesShare of searches 2.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
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Top wine clubs in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Naked Wines was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Naked Wines is the third most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Good Pair Days1st
  2. Vinomofo2nd
  3. Naked Wines3rd
  4. Laithwaites4th
  5. Wine Selectors5th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Vinomofo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Naked Wines3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Good Pair Days3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wine Selectors1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Laithwaites1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about wine clubs

4 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which wine clubs compete with Naked Wines?

Naked Wines against wine clubs in Australia, by month

Share of searches by month for Vinomofo, Naked Wines, Good Pair Days, Wine Selectors, Laithwaites. The figures are in the table below the chart.

View monthly share of searches table
MonthVinomofoNaked WinesGood Pair DaysWine SelectorsLaithwaites
Oct 202533.6%33.6%22.5%6.7%3.5%
Nov 202538.2%31.3%20.9%6.2%3.4%
Dec 202530%36.8%24.5%6%2.7%
Jan 202628.1%34.4%28.1%6.8%2.5%
Feb 202632.5%32.5%26.5%6.4%2.2%
Mar 202636.8%30.1%24.6%5.9%2.6%
Apr 202636.3%29.7%24.2%7.2%2.6%
May 202637.7%30.8%20.6%7.5%3.3%
Jun 202641.7%34%15.2%6.8%2.4%
Jul 202636.8%36.8%16.5%7.3%2.6%
Aug 202641.4%33.8%15.1%6.7%3%
Sep 202640%32.7%17.9%6.4%2.9%

  1. 1.Vinomofo

    40%

    Held 1st. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.4 points.

  2. 2.Naked Wines

    32.7%

    Held 2nd. 14.8K estimated branded searches, -18.2% vs prior month. Share -1 points.

  3. 3.Good Pair Days

    17.9%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share +2.8 points.

  4. 4.Wine Selectors

    6.4%

    Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.3 points.

  5. 5.Laithwaites

    2.9%

    Held 5th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.1 points.

Compare popularity between Naked Wines and its closest rivals

Every comparison with Naked Wines

4 comparisons

How has branded search demand for Naked Wines changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Naked Wines in Australia fell from 18.1K to 14.8K.
  • Across the 12 months ending September 2026, Naked Wines’ share of searches among wine clubs in Australia decreased from 33.6% to 32.7%.
  • Across the 12 months ending September 2026, Naked Wines’ share of searches among wine clubs in Australia peaked at 36.8% in December 2025 and was lowest at 29.7% in April 2026.
  • Across the 12 months ending September 2026, Naked Wines fell from 1st to 2nd among wine clubs in Australia.

How did search popularity change for Australia wine clubs in September 2026?

5 changes

  1. In September 2026, Good Pair Days gained share of searches among wine clubs in Australia, from 15.1% to 17.9%.

  2. In September 2026, Vinomofo lost share of searches among wine clubs in Australia, from 41.4% to 40%.

  3. In September 2026, Naked Wines lost share of searches among wine clubs in Australia, from 33.8% to 32.7%.

  4. Estimated monthly branded searches for Laithwaites in Australia fell 31.6% over 12 measured months, from 1.9K to 1.3K in September 2026.

  5. Estimated monthly branded searches for Wine Selectors in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are Naked Wines’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Naked Wines’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • naked wines

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How the Brand Demand Index is measured

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