Jacob's Creek vs Penfolds:Which is more popular?
In September 2026, Penfolds had more branded searches than Jacob's Creek among wine brands in Australia. Penfolds had about 14,800 branded searches, while Jacob's Creek had 6,600. Penfolds made up 40.1% of all wine brand searches we track, and Jacob's Creek accounted for 17.9%. When we asked ChatGPT and Google AI Overviews about wine brands, Penfolds appeared in all three answers and Jacob's Creek in one. Penfolds was mentioned before Jacob's Creek in two out of three answers.
Who do people search for more?
Penfolds, about 2 searches for every 1 for Jacob's Creek
Who does AI mention more?
Penfolds, mentioned in every answer we collected
Who does AI recommend more?
Penfolds, named ahead of Jacob's Creek in 2 of 3 answers
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Top wine brands in ChatGPT and Google AI Overviews
In three ChatGPT questions, Penfolds appeared in all three answers. Jacob's Creek was mentioned in one out of three: in one of the three ChatGPT answers. Penfolds was listed before Jacob's Creek in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Penfolds1st
Brown Brothers2nd
Jacob's Creek2nd
Yellow Tail4th
Yalumba5th
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
Asked ChatGPT
“What's the best Australian wine brand?”
Asked ChatGPT
“Which Australian shiraz brand is best for the price?”
Asked ChatGPT
“What are the most popular wine brands in Australia?”
Searched Google, AI Overview
“wine”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“shiraz”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Jacob's Creek or Penfolds more popular in search?
This chart shows how often people search Google for Jacob's Creek and Penfolds by name. Each line represents a brand's share of searches for all six wine brands we track, month by month, from searches in Australia.
Share of searches by month for Penfolds, Jacob's Creek. The figures are in the table below the chart.
View monthly share of searches table
| Month | Penfolds | Brown Brothers | Jacob's Creek | Yalumba | Yellow Tail | Wolf Blass |
|---|---|---|---|---|---|---|
| Oct 2025 | 37.7% | 16.8% | 20.6% | 16.8% | 4.1% | 4.1% |
| Nov 2025 | 42.2% | 15.4% | 18.9% | 15.4% | 3.7% | 4.4% |
| Dec 2025 | 39.9% | 17.8% | 21.8% | 11.9% | 4.3% | 4.3% |
| Jan 2026 | 36% | 16.1% | 24.1% | 16.1% | 3.9% | 3.9% |
| Feb 2026 | 46.8% | 14% | 17.1% | 14% | 4.1% | 4.1% |
| Mar 2026 | 39.2% | 17.5% | 17.5% | 17.5% | 4.2% | 4.2% |
| Apr 2026 | 34.5% | 15.4% | 23.1% | 18.9% | 4.4% | 3.7% |
| May 2026 | 40.4% | 14.8% | 18% | 18% | 4.4% | 4.4% |
| Jun 2026 | 36.7% | 16.4% | 20% | 16.4% | 4.8% | 5.8% |
| Jul 2026 | 40.8% | 14.9% | 18.2% | 18.2% | 4.4% | 3.6% |
| Aug 2026 | 40.1% | 14.6% | 17.9% | 17.9% | 5.1% | 4.3% |
| Sep 2026 | 40.1% | 17.9% | 17.9% | 14.6% | 5.1% | 4.3% |
How has the Jacob's Creek and Penfolds comparison changed over the last 12 months?
3 findings
- Penfolds was ahead of Jacob's Creek in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Jacob's Creek’s share of searches among wine brands in Australia moved from 20.6% to 17.9%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, Penfolds’ share of searches among wine brands in Australia moved from 37.7% to 40.1%, and its estimated monthly branded searches held steady at 14.8K.
How did search popularity change for Australia wine brands in September 2026?
2 changes
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.
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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jacob's Creek’s and Penfolds’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Jacob's Creek
1 branded search term
- jacobs creek
Penfolds
1 branded search term
- penfolds
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