Brandwave

Naked Wines vs Vinomofo:Which is more popular?

In September 2026, Vinomofo had more branded searches than Naked Wines among wine clubs in Australia. Vinomofo had about 18,100 branded searches, while Naked Wines had 14,800. Vinomofo made up 40% of all wine club searches we track, and Naked Wines accounted for 32.7%. When we asked ChatGPT and Google AI Overviews about wine clubs, Vinomofo appeared in all four answers and Naked Wines in three. Naked Wines and Vinomofo were each mentioned first in two of the four answers.

Among wine clubs in Australia in September 2026

Who do people search for more?

Vinomofo, about 22% more searches than Naked Wines

Vinomofo 18.1K searchesNaked Wines 14.8K searches

Who does AI mention more?

Vinomofo, mentioned in every answer we collected

Vinomofo in 4 of 4Naked Wines in 3 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Naked Wines first in 2Vinomofo first in 2

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Top wine clubs in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Vinomofo appeared in all four answers. Naked Wines was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Naked Wines and Vinomofo were each listed first in two of the four answers.

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.

Is Naked Wines or Vinomofo more popular in search?

This chart shows how often people search Google for Naked Wines and Vinomofo by name. Each line represents a brand's share of searches for all five wine club brands we track, month by month, from searches in Australia.

Naked Wines and Vinomofo among wine clubs in Australia, by month

Share of searches by month for Vinomofo, Naked Wines. 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%

How has the Naked Wines and Vinomofo comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Naked Wines took it in December 2025, Vinomofo took it in March 2026.
  • Across the 12 months ending September 2026, Naked Wines’ share of searches among wine clubs in Australia moved from 33.6% to 32.7%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
  • Across the 12 months ending September 2026, Vinomofo’s share of searches among wine clubs in Australia moved from 33.6% to 40%, and its estimated monthly branded searches held steady at 18.1K.

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

2 changes

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

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Naked Wines’ and Vinomofo’s 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.

Naked Wines

1 branded search term

  • naked wines

Vinomofo

1 branded search term

  • vinomofo

How the Brand Demand Index is measured

Other head-to-heads among wine clubs

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