---
title: "Wine brands in Australia: Which are searched most?"
description: "Compare the Australian wine brands people buy. Share of Search among Penfolds, Brown Brothers, Jacob's Creek, Yalumba, Yellow Tail and Wolf Blass, the wine brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-wine-brands"
publisher: "Brandwave"
---

# Wine brands in Australia: Which are searched most?

Compare the Australian wine brands people buy. Share of Search among Penfolds, Brown Brothers, Jacob's Creek, Yalumba, Yellow Tail and Wolf Blass, the wine brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Wine brands
- **Market**: Australia
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Penfolds, 40.1%

## Which brand is most popular in search among wine brands in Australia?

- In September 2026, Penfolds was the most searched among wine brands in Australia, with an estimated 14.8K branded searches, 40.1% of all searches for the six we track.
- Brown Brothers is in 2nd place, 22.2 percentage points behind at 17.9%.
- 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, Brown Brothers’ share of searches among wine brands in Australia increased from 16.8% to 17.9%.
- Across the 12 months ending September 2026, Jacob's Creek’s share of searches among wine brands in Australia decreased from 20.6% to 17.9%.
- Across the 12 months ending September 2026, Yalumba’s share of searches among wine brands in Australia decreased from 16.8% to 14.6%.
- Across the 12 months ending September 2026, Yellow Tail’s share of searches among wine brands in Australia increased from 4.1% to 5.1%.
- 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.
- Across the 12 months ending September 2026, Brown Brothers’ share of searches among wine brands in Australia peaked at 17.9% in September 2026 and was lowest at 14% in February 2026.
- Across the 12 months ending September 2026, Jacob's Creek’s share of searches among wine brands in Australia peaked at 24.1% in January 2026 and was lowest at 17.1% in February 2026.
- Across the 12 months ending September 2026, Yalumba’s share of searches among wine brands in Australia peaked at 18.9% in April 2026 and was lowest at 11.9% in December 2025.
- Across the 12 months ending September 2026, Yellow Tail’s share of searches among wine brands in Australia peaked at 5.1% in August 2026 and was lowest at 3.7% in November 2025.
- Across the 12 months ending September 2026, Wolf Blass’ share of searches among wine brands in Australia peaked at 5.8% in June 2026 and was lowest at 3.6% in July 2026.
- Across the 12 months ending September 2026, Brown Brothers rose from 3rd to 2nd among wine brands in Australia.
- Across the 12 months ending September 2026, Jacob's Creek fell from 2nd to 3rd among wine brands in Australia.
- Across the 12 months ending September 2026, Yellow Tail rose from 6th to 5th among wine brands in Australia.
- Across the 12 months ending September 2026, Wolf Blass fell from 5th to 6th among wine brands in Australia.

## Top wine brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Penfolds appeared every time. Penfolds was recommended most often, coming first in two out of three answers. Brown Brothers and Jacob's Creek tied for second.

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.

## Compare search popularity between leading brands

- [Penfolds vs Brown Brothers: compare search popularity](/demand/au/compare/brown-brothers-vs-penfolds): 40.1% against 17.9% Share of Search.
- [Penfolds vs Jacob's Creek: compare search popularity](/demand/au/compare/jacobs-creek-vs-penfolds): 40.1% against 17.9% Share of Search.
- [Penfolds vs Yalumba: compare search popularity](/demand/au/compare/penfolds-vs-yalumba): 40.1% against 14.6% Share of Search.
- [Penfolds vs Yellow Tail: compare search popularity](/demand/au/compare/penfolds-vs-yellow-tail): 40.1% against 5.1% Share of Search.
- [Brown Brothers vs Jacob's Creek: compare search popularity](/demand/au/compare/brown-brothers-vs-jacobs-creek): 17.9% Share of Search each.
- [Brown Brothers vs Yalumba: compare search popularity](/demand/au/compare/brown-brothers-vs-yalumba): 17.9% against 14.6% Share of Search.
- [Brown Brothers vs Yellow Tail: compare search popularity](/demand/au/compare/brown-brothers-vs-yellow-tail): 17.9% against 5.1% Share of Search.
- [Jacob's Creek vs Yalumba: compare search popularity](/demand/au/compare/jacobs-creek-vs-yalumba): 17.9% against 14.6% Share of Search.
- [Jacob's Creek vs Yellow Tail: compare search popularity](/demand/au/compare/jacobs-creek-vs-yellow-tail): 17.9% against 5.1% Share of Search.
- [Yalumba vs Yellow Tail: compare search popularity](/demand/au/compare/yalumba-vs-yellow-tail): 14.6% against 5.1% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Penfolds | 40.1% | 14.8K | 0.0% | Treasury Wine Estates |
| 2 | Brown Brothers | 17.9% | 6.6K | +22.2% | Brown Brothers |
| 3 | Jacob's Creek | 17.9% | 6.6K | 0.0% | Jacob's Creek |
| 4 | Yalumba | 14.6% | 5.4K | -18.2% | Yalumba |
| 5 | Yellow Tail | 5.1% | 1.9K | 0.0% | Yellow Tail |
| 6 | Wolf Blass | 4.3% | 1.6K | 0.0% | Treasury Wine Estates |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Penfolds | 14.8K | 37.7% | 1 |
| Oct 2025 | Jacob's Creek | 8.1K | 20.6% | 2 |
| Oct 2025 | Brown Brothers | 6.6K | 16.8% | 3 |
| Oct 2025 | Yalumba | 6.6K | 16.8% | 4 |
| Oct 2025 | Wolf Blass | 1.6K | 4.1% | 5 |
| Oct 2025 | Yellow Tail | 1.6K | 4.1% | 6 |
| Nov 2025 | Penfolds | 18.1K | 42.2% | 1 |
| Nov 2025 | Jacob's Creek | 8.1K | 18.9% | 2 |
| Nov 2025 | Brown Brothers | 6.6K | 15.4% | 3 |
| Nov 2025 | Yalumba | 6.6K | 15.4% | 4 |
| Nov 2025 | Wolf Blass | 1.9K | 4.4% | 5 |
| Nov 2025 | Yellow Tail | 1.6K | 3.7% | 6 |
| Dec 2025 | Penfolds | 22.2K | 39.9% | 1 |
| Dec 2025 | Jacob's Creek | 12.1K | 21.8% | 2 |
| Dec 2025 | Brown Brothers | 9.9K | 17.8% | 3 |
| Dec 2025 | Yalumba | 6.6K | 11.9% | 4 |
| Dec 2025 | Wolf Blass | 2.4K | 4.3% | 5 |
| Dec 2025 | Yellow Tail | 2.4K | 4.3% | 6 |
| Jan 2026 | Penfolds | 14.8K | 36% | 1 |
| Jan 2026 | Jacob's Creek | 9.9K | 24.1% | 2 |
| Jan 2026 | Brown Brothers | 6.6K | 16.1% | 3 |
| Jan 2026 | Yalumba | 6.6K | 16.1% | 4 |
| Jan 2026 | Wolf Blass | 1.6K | 3.9% | 5 |
| Jan 2026 | Yellow Tail | 1.6K | 3.9% | 6 |
| Feb 2026 | Penfolds | 18.1K | 46.8% | 1 |
| Feb 2026 | Jacob's Creek | 6.6K | 17.1% | 2 |
| Feb 2026 | Brown Brothers | 5.4K | 14% | 3 |
| Feb 2026 | Yalumba | 5.4K | 14% | 4 |
| Feb 2026 | Wolf Blass | 1.6K | 4.1% | 5 |
| Feb 2026 | Yellow Tail | 1.6K | 4.1% | 6 |
| Mar 2026 | Penfolds | 14.8K | 39.2% | 1 |
| Mar 2026 | Brown Brothers | 6.6K | 17.5% | 2 |
| Mar 2026 | Jacob's Creek | 6.6K | 17.5% | 3 |
| Mar 2026 | Yalumba | 6.6K | 17.5% | 4 |
| Mar 2026 | Wolf Blass | 1.6K | 4.2% | 5 |
| Mar 2026 | Yellow Tail | 1.6K | 4.2% | 6 |
| Apr 2026 | Penfolds | 14.8K | 34.5% | 1 |
| Apr 2026 | Jacob's Creek | 9.9K | 23.1% | 2 |
| Apr 2026 | Yalumba | 8.1K | 18.9% | 3 |
| Apr 2026 | Brown Brothers | 6.6K | 15.4% | 4 |
| Apr 2026 | Yellow Tail | 1.9K | 4.4% | 5 |
| Apr 2026 | Wolf Blass | 1.6K | 3.7% | 6 |
| May 2026 | Penfolds | 14.8K | 40.4% | 1 |
| May 2026 | Jacob's Creek | 6.6K | 18% | 2 |
| May 2026 | Yalumba | 6.6K | 18% | 3 |
| May 2026 | Brown Brothers | 5.4K | 14.8% | 4 |
| May 2026 | Wolf Blass | 1.6K | 4.4% | 5 |
| May 2026 | Yellow Tail | 1.6K | 4.4% | 6 |
| Jun 2026 | Penfolds | 12.1K | 36.7% | 1 |
| Jun 2026 | Jacob's Creek | 6.6K | 20% | 2 |
| Jun 2026 | Brown Brothers | 5.4K | 16.4% | 3 |
| Jun 2026 | Yalumba | 5.4K | 16.4% | 4 |
| Jun 2026 | Wolf Blass | 1.9K | 5.8% | 5 |
| Jun 2026 | Yellow Tail | 1.6K | 4.8% | 6 |
| Jul 2026 | Penfolds | 14.8K | 40.8% | 1 |
| Jul 2026 | Jacob's Creek | 6.6K | 18.2% | 2 |
| Jul 2026 | Yalumba | 6.6K | 18.2% | 3 |
| Jul 2026 | Brown Brothers | 5.4K | 14.9% | 4 |
| Jul 2026 | Yellow Tail | 1.6K | 4.4% | 5 |
| Jul 2026 | Wolf Blass | 1.3K | 3.6% | 6 |
| Aug 2026 | Penfolds | 14.8K | 40.1% | 1 |
| Aug 2026 | Jacob's Creek | 6.6K | 17.9% | 2 |
| Aug 2026 | Yalumba | 6.6K | 17.9% | 3 |
| Aug 2026 | Brown Brothers | 5.4K | 14.6% | 4 |
| Aug 2026 | Yellow Tail | 1.9K | 5.1% | 5 |
| Aug 2026 | Wolf Blass | 1.6K | 4.3% | 6 |
| Sep 2026 | Penfolds | 14.8K | 40.1% | 1 |
| Sep 2026 | Brown Brothers | 6.6K | 17.9% | 2 |
| Sep 2026 | Jacob's Creek | 6.6K | 17.9% | 3 |
| Sep 2026 | Yalumba | 5.4K | 14.6% | 4 |
| Sep 2026 | Yellow Tail | 1.9K | 5.1% | 5 |
| Sep 2026 | Wolf Blass | 1.6K | 4.3% | 6 |

## What is being compared

- **Brown Brothers**: Measured on the search term “brown brothers”.
- **Jacob's Creek**: Measured on the search term “jacobs creek”.
- **Penfolds**: Measured on the search term “penfolds”.
- **Wolf Blass**: Measured on the search term “wolf blass”.
- **Yalumba**: Measured on the search term “yalumba”.
- **Yellow Tail**: Measured on the search term “yellow tail wine”.

- [Brown Brothers](/demand/au/brands/brown-brothers)
- [Jacob's Creek](/demand/au/brands/jacobs-creek)
- [Penfolds](/demand/au/brands/penfolds)
- [Wolf Blass](/demand/au/brands/wolf-blass)
- [Yalumba](/demand/au/brands/yalumba)
- [Yellow Tail](/demand/au/brands/yellow-tail)

## 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

### Which brand is most popular in search among wine brands in Australia?

In September 2026, Penfolds was the most searched among wine brands in Australia, with an estimated 14.8K branded searches, 40.1% of all searches for the six we track.

## Cite this page

Brandwave. "Wine brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-wine-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-wine-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.