Brandwave

How popular isPenfolds?

In September 2026, people searched for Penfolds by name about 14,800 times in Australia, about the same as the previous year. These searches made up 40.1% of all Australia wine brand searches, placing Penfolds first out of six brands. When we asked both ChatGPT and Google AI Overviews about wine brands, Penfolds appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Penfolds is the most searched of 6 competitors and the most recommended in AI answers.

  1. PenfoldsShare of searches 40.1%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. Brown BrothersShare of searches 17.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 2nd
  3. Jacob's CreekShare of searches 17.9%Mentioned in 1 of 3 AI answersPlace in AI recommendations 2nd
  4. YalumbaShare of searches 14.6%Mentioned in 2 of 3 AI answersPlace in AI recommendations 5th
  5. Yellow TailShare of searches 5.1%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th

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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.

Most recommended by AI

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

  1. Penfolds1st
  2. Brown Brothers2nd
  3. Jacob's Creek2nd
  4. Yellow Tail4th
  5. Yalumba5th
  6. Wolf Blass6th

Mentioned by AI

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

  • Penfolds3 of 3Named in 3 of 3 ChatGPT answers
  • Brown Brothers2 of 3Named in 2 of 3 ChatGPT answers
  • Yalumba2 of 3Named in 2 of 3 ChatGPT answers
  • Jacob's Creek1 of 3Named in 1 of 3 ChatGPT answers
  • Yellow Tail1 of 3Named in 1 of 3 ChatGPT answers
  • Wolf Blass1 of 3Named in 1 of 3 ChatGPT answers

See every answer about wine brands

3 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which wine brands compete with Penfolds?

Penfolds against wine brands in Australia, by month

Share of searches by month for Penfolds, Brown Brothers, Jacob's Creek, Yalumba, Yellow Tail, Wolf Blass. The figures are in the table below the chart.

View monthly share of searches table
MonthPenfoldsBrown BrothersJacob's CreekYalumbaYellow TailWolf Blass
Oct 202537.7%16.8%20.6%16.8%4.1%4.1%
Nov 202542.2%15.4%18.9%15.4%3.7%4.4%
Dec 202539.9%17.8%21.8%11.9%4.3%4.3%
Jan 202636%16.1%24.1%16.1%3.9%3.9%
Feb 202646.8%14%17.1%14%4.1%4.1%
Mar 202639.2%17.5%17.5%17.5%4.2%4.2%
Apr 202634.5%15.4%23.1%18.9%4.4%3.7%
May 202640.4%14.8%18%18%4.4%4.4%
Jun 202636.7%16.4%20%16.4%4.8%5.8%
Jul 202640.8%14.9%18.2%18.2%4.4%3.6%
Aug 202640.1%14.6%17.9%17.9%5.1%4.3%
Sep 202640.1%17.9%17.9%14.6%5.1%4.3%

  1. 1.Penfolds

    40.1%

    Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Brown Brothers

    17.9%

    Moved from 4th to 2nd. 6.6K estimated branded searches, +22.2% vs prior month. Share +3.3 points.

  3. 3.Jacob's Creek

    17.9%

    Moved from 2nd to 3rd. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Yalumba

    14.6%

    Moved from 3rd to 4th. 5.4K estimated branded searches, -18.2% vs prior month. Share -3.3 points.

  5. 5.Yellow Tail

    5.1%

    Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Wolf Blass

    4.3%

    Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Penfolds and its closest rivals

Every comparison with Penfolds

5 comparisons

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

3 findings
  • 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?

4 changes

  1. 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.

  2. In September 2026, Yalumba lost share of searches among wine brands in Australia, from 17.9% to 14.6%.

  3. 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.

  4. 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.

How are Penfolds’ branded searches counted?

1 search term

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

How the Brand Demand Index is measured

Who owns Penfolds?

Penfolds is owned by Treasury Wine Estates. Brandwave also tracks Wolf Blass, owned by the same company, in Australia.

Do you work for Penfolds? To request corrections or removal please contact us via our support page and we will be happy to assist.

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