Brandwave

Starward vs Sullivans Cove:Which is more popular?

In September 2026, Starward had more branded searches than Sullivans Cove among whisky brands in Australia. Starward had about 3,600 branded searches, while Sullivans Cove had 2,900. Starward made up 16.8% of all whisky brand searches we track, and Sullivans Cove accounted for 13.6%. When we asked ChatGPT and Google AI Overviews about whisky brands, Sullivans Cove appeared in three of the four answers and Starward in two. Sullivans Cove was mentioned before Starward in two out of three answers that named either.

Among whisky brands in Australia in September 2026

Who do people search for more?

Starward, about 24% more searches than Sullivans Cove

Starward 3.6K searchesSullivans Cove 2.9K searches

Who does AI mention more?

Sullivans Cove, mentioned in 3 of 4 answers, Starward in 2

Sullivans Cove in 3 of 4Starward in 2 of 4

Who does AI recommend more?

Sullivans Cove, named ahead of Starward in 2 of 3 answers

Sullivans Cove first in 2Starward first in 1

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Top whisky brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Sullivans Cove was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Starward was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Sullivans Cove was listed before Starward in two out of three answers that named either.

Most recommended by AI

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

  1. Sullivans Cove1st
  2. Lark2nd
  3. Starward3rd
  4. Archie Rose4th
  5. Hellyers Road5th

Mentioned by AI

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

  • Lark4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Archie Rose3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sullivans Cove3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Starward2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hellyers Road2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about whisky brands

4 answers

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

Is Starward or Sullivans Cove more popular in search?

This chart shows how often people search Google for Starward and Sullivans Cove by name. Each line represents a brand's share of searches for all five whisky brands we track, month by month, from searches in Australia.

Starward and Sullivans Cove among whisky brands in Australia, by month

Share of searches by month for Starward, Sullivans Cove. The figures are in the table below the chart.

View monthly share of searches table
MonthArchie RoseLarkStarwardHellyers RoadSullivans Cove
Oct 202541.9%15.3%15.3%12.3%15.3%
Nov 202538.2%17%17%13.9%13.9%
Dec 202535.5%19.4%19.4%12.9%12.9%
Jan 202631.4%17.1%17.1%17.1%17.1%
Feb 202632.7%17.6%17.6%17.6%14.5%
Mar 202630.2%20.1%13.4%16.2%20.1%
Apr 202633.7%18.4%14.8%14.8%18.4%
May 202630.8%25.2%13.6%13.6%16.8%
Jun 202632.7%26.7%14.4%11.9%14.4%
Jul 202626.7%32.7%14.4%11.9%14.4%
Aug 202640.9%22.3%14.9%9.9%12%
Sep 202630.8%25.2%16.8%13.6%13.6%

How has the Starward and Sullivans Cove comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Sullivans Cove took it in March 2026, Starward took it in August 2026.
  • Across the 12 months ending September 2026, Starward’s share of searches among whisky brands in Australia moved from 15.3% to 16.8%, and its estimated monthly branded searches held steady at 3.6K.
  • Across the 12 months ending September 2026, Sullivans Cove’s share of searches among whisky brands in Australia moved from 15.3% to 13.6%, and its estimated monthly branded searches moved from 3.6K to 2.9K.

How did search popularity change for Australia whisky brands in September 2026?

3 changes

  1. In September 2026, Hellyers Road overtook Sullivans Cove to rank 4th among whisky brands in Australia, with 13.6% of the searches.

  2. In September 2026, Starward gained share of searches among whisky brands in Australia, from 14.9% to 16.8%.

  3. In September 2026, Sullivans Cove gained share of searches among whisky brands in Australia, from 12% to 13.6%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Starward’s and Sullivans Cove’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.

Starward

1 branded search term

  • starward whisky

Sullivans Cove

1 branded search term

  • sullivans cove

How the Brand Demand Index is measured

Other head-to-heads among whisky brands

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