--- title: "Penfolds vs Yalumba: Which is searched more in Australia?" description: "Is Penfolds or Yalumba more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wine brands set in Australia. 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/compare/penfolds-vs-yalumba" publisher: "Brandwave" --- # Penfolds vs Yalumba: Which is searched more in Australia? Is Penfolds or Yalumba more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wine brands set in Australia. 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 - **Compared**: Penfolds and Yalumba - **Competitive set**: Wine brands - **Market**: Australia - **Month measured**: Sep 2026 - **Penfolds Share of Search**: 40.1% - **Yalumba Share of Search**: 14.6% ## Is Penfolds or Yalumba more popular in search? - In September 2026, Penfolds had more branded searches than Yalumba among wine brands in Australia. Penfolds had about 14,800 branded searches, while Yalumba had 5,400. Penfolds made up 40.1% of all wine brand searches we track, and Yalumba accounted for 14.6%. - Penfolds was ahead of Yalumba in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Yalumba’s share of searches among wine brands in Australia moved from 16.8% to 14.6%, and its estimated monthly branded searches moved from 6.6K to 5.4K. ## Top wine brands in ChatGPT and Google AI Overviews In three ChatGPT questions, Penfolds appeared in all three answers. Yalumba was mentioned in two out of three: in two of the three ChatGPT answers. Penfolds was listed before Yalumba in every answer. 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 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%. ## Month by month | Month | Penfolds estimated searches | Penfolds Share of Search | Penfolds rank | Yalumba estimated searches | Yalumba Share of Search | Yalumba rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 14.8K | 37.7% | 1 | 6.6K | 16.8% | 4 | | Nov 2025 | 18.1K | 42.2% | 1 | 6.6K | 15.4% | 4 | | Dec 2025 | 22.2K | 39.9% | 1 | 6.6K | 11.9% | 4 | | Jan 2026 | 14.8K | 36% | 1 | 6.6K | 16.1% | 4 | | Feb 2026 | 18.1K | 46.8% | 1 | 5.4K | 14% | 4 | | Mar 2026 | 14.8K | 39.2% | 1 | 6.6K | 17.5% | 4 | | Apr 2026 | 14.8K | 34.5% | 1 | 8.1K | 18.9% | 3 | | May 2026 | 14.8K | 40.4% | 1 | 6.6K | 18% | 3 | | Jun 2026 | 12.1K | 36.7% | 1 | 5.4K | 16.4% | 4 | | Jul 2026 | 14.8K | 40.8% | 1 | 6.6K | 18.2% | 3 | | Aug 2026 | 14.8K | 40.1% | 1 | 6.6K | 17.9% | 3 | | Sep 2026 | 14.8K | 40.1% | 1 | 5.4K | 14.6% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Penfolds’ and Yalumba’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. - **Penfolds**: Measured on the search term “penfolds”. - **Yalumba**: Measured on the search term “yalumba”. - [Penfolds profile](/demand/au/brands/penfolds) - [Yalumba profile](/demand/au/brands/yalumba) - [All wine brands in Australia](/demand/au/categories/au-wine-brands): The set both shares are measured inside, 6 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 ### Is Penfolds or Yalumba more popular in search? In September 2026, Penfolds had more branded searches than Yalumba among wine brands in Australia. Penfolds had about 14,800 branded searches, while Yalumba had 5,400. Penfolds made up 40.1% of all wine brand searches we track, and Yalumba accounted for 14.6%. ## Cite this page Brandwave. "Penfolds vs Yalumba: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/penfolds-vs-yalumba This page is also available as HTML at https://gobrandwave.com/demand/au/compare/penfolds-vs-yalumba. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.