--- title: "Penfolds: search popularity in Australia" description: "Penfolds is an Australian wine brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/penfolds" publisher: "Brandwave" --- # Penfolds: search popularity in Australia Penfolds is an Australian wine brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Penfolds - **Owned by**: Treasury Wine Estates - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among wine brands**: 40.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Wine brands | 1 | 40.1% | 14.8K | - [Wine brands](/demand/au/categories/au-wine-brands) ## Top wine brands in ChatGPT and Google AI Overviews In three ChatGPT questions, Penfolds appeared in all three answers. Penfolds is the most recommended of the six. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Penfolds | 1st | 3 of 3 | 3 of 3 | | Brown Brothers | 2nd | 2 of 3 | 2 of 3 | | Jacob's Creek | 2nd | 1 of 3 | 1 of 3 | | Yellow Tail | 4th | 1 of 3 | 1 of 3 | | Yalumba | 5th | 2 of 3 | 2 of 3 | | Wolf Blass | 6th | 1 of 3 | 1 of 3 | ## Every AI answer about wine brands - Asked ChatGPT "What's the best Australian wine brand?": 1. Penfolds, 2. Brown Brothers - Asked ChatGPT "Which Australian shiraz brand is best for the price?": 1. Penfolds, 2. Yalumba - Asked ChatGPT "What are the most popular wine brands in Australia?": 1. Jacob's Creek, 2. Yellow Tail, 3. Penfolds, 4. Brown Brothers, 5. Wolf Blass, 6. Yalumba Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How has branded search demand for Penfolds changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Penfolds in Australia held steady at 14.8K. - Across the 12 months ending September 2026, Penfolds’ share of searches among wine brands in Australia increased from 37.7% to 40.1%. - Across the 12 months ending September 2026, Penfolds’ share of searches among wine brands in Australia peaked at 46.8% in February 2026 and was lowest at 34.5% in April 2026. ## How did search popularity change for Australia wine brands in September 2026? - In September 2026, Brown Brothers overtook Jacob's Creek and Yalumba to rank 2nd among wine brands in Australia, with 17.9% of the searches. - In September 2026, Yalumba lost share of searches among wine brands in Australia, from 17.9% to 14.6%. - Estimated monthly branded searches for Yellow Tail in Australia rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026. - Estimated monthly branded searches for Jacob's Creek in Australia fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Wine brands | 14.8K | 37.7% | 1 | | Nov 2025 | Wine brands | 18.1K | 42.2% | 1 | | Dec 2025 | Wine brands | 22.2K | 39.9% | 1 | | Jan 2026 | Wine brands | 14.8K | 36% | 1 | | Feb 2026 | Wine brands | 18.1K | 46.8% | 1 | | Mar 2026 | Wine brands | 14.8K | 39.2% | 1 | | Apr 2026 | Wine brands | 14.8K | 34.5% | 1 | | May 2026 | Wine brands | 14.8K | 40.4% | 1 | | Jun 2026 | Wine brands | 12.1K | 36.7% | 1 | | Jul 2026 | Wine brands | 14.8K | 40.8% | 1 | | Aug 2026 | Wine brands | 14.8K | 40.1% | 1 | | Sep 2026 | Wine brands | 14.8K | 40.1% | 1 | ## How are Penfolds’ branded searches counted? Brandwave collects information about searches that people make online using Penfolds’ 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. - “penfolds” ## Which wine brands compete with Penfolds? - [Brown Brothers](/demand/au/brands/brown-brothers): Head-to-head: /demand/au/compare/brown-brothers-vs-penfolds - [Jacob's Creek](/demand/au/brands/jacobs-creek): Head-to-head: /demand/au/compare/jacobs-creek-vs-penfolds - [Yalumba](/demand/au/brands/yalumba): Head-to-head: /demand/au/compare/penfolds-vs-yalumba - [Yellow Tail](/demand/au/brands/yellow-tail): Head-to-head: /demand/au/compare/penfolds-vs-yellow-tail - [Wolf Blass](/demand/au/brands/wolf-blass): Head-to-head: /demand/au/compare/penfolds-vs-wolf-blass ## Who owns Penfolds? Penfolds is owned by Treasury Wine Estates. Brandwave also tracks Wolf Blass, owned by the same company, in Australia. - [Treasury Wine Estates](/demand/au/companies/treasury-wine-estates): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Penfolds? Penfolds is owned by Treasury Wine Estates. Brandwave also tracks Wolf Blass, owned by the same company, in Australia. ## Cite this page Brandwave. "Penfolds: search popularity in Australia". https://gobrandwave.com/demand/au/brands/penfolds This page is also available as HTML at https://gobrandwave.com/demand/au/brands/penfolds. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.