Brandwave

How popular isBuffalo Trace?

In September 2026, people searched for Buffalo Trace by name about 165,000 times worldwide, about the same as the previous year. These searches made up 12.2% of all global bourbon brand searches, placing Buffalo Trace second out of 15 brands. When we asked both ChatGPT and Google AI Overviews about bourbon brands, Buffalo Trace appeared in four of the five answers and was the third most recommended of the 15.

Search and AI answers in September 2026

Buffalo Trace is the second most searched of 15 competitors and the third most recommended in AI answers.

  1. Jim BeamShare of searches 22.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  2. Buffalo TraceShare of searches 12.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. Maker's MarkShare of searches 12.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. Woodford ReserveShare of searches 10%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  5. Blanton'sShare of searches 6.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 11th

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Top bourbon brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Buffalo Trace was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Buffalo Trace is the third most recommended of the 15.

Most recommended by AI

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

  1. Wild Turkey1st
  2. Four Roses2nd
  3. Buffalo Trace3rd
  4. Maker's Mark4th
  5. Woodford Reserve5th
  6. Elijah Craig6th
  7. Jim Beam7th
  8. Evan Williams8th
  9. Old Forester9th
  10. Knob Creek10th
  11. +5 more

Mentioned by AI

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

  • Four Roses5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Buffalo Trace4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maker's Mark4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Woodford Reserve4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Elijah Craig4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wild Turkey4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Blanton's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Knob Creek2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Old Forester2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jim Beam1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+5 more

See every answer about bourbon brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

Which bourbon brands compete with Buffalo Trace?

Buffalo Trace against bourbon brands worldwide, by month

Share of searches by month for Jim Beam, Buffalo Trace, Maker's Mark, Woodford Reserve, Blanton's, Bulleit, Eagle Rare, Elijah Craig, Wild Turkey, Evan Williams, Basil Hayden, Four Roses, Knob Creek, Old Forester. The figures are in the table below the chart.

View monthly share of searches table
MonthJim BeamBuffalo TraceMaker's MarkWoodford ReserveBlanton'sBulleitEagle RareElijah CraigWild TurkeyEvan WilliamsBasil HaydenFour RosesKnob CreekOld ForesterAngel's Envy
Oct 202520.5%11.2%13.7%11.2%7.5%6.2%6.2%4.1%4.6%4.1%3.4%2.8%2.3%1.8%0.37%
Nov 202518.8%12.5%12.5%10.3%6.9%6.9%6.9%3.8%5.1%4.6%3.8%3.1%2.5%2.1%0.34%
Dec 202526.7%9.8%12%9.8%6.6%6.6%8%3.6%4%2.9%3.6%2.9%2%1.3%0.32%
Jan 202620.5%11.2%13.7%11.2%7.5%6.2%6.2%4.1%4.6%4.1%3.4%2.8%2.3%1.8%0.37%
Feb 202628%10.3%12.6%10.3%5.6%5.6%5.6%3.8%4.2%3.8%3.1%3.1%2.1%1.7%0.33%
Mar 202619.6%10.7%13.1%10.7%8.8%5.9%5.9%4.8%5%4.8%3.2%2.6%2.6%1.8%0.35%
Apr 202620.1%11%13.5%11%7.4%6%6%4%5.1%4.9%3.3%2.7%2.7%1.8%0.36%
May 202617.7%9.7%11.9%11.9%6.5%6.5%5.3%11.9%4.9%3.6%2.9%2.9%2.4%1.6%0.32%
Jun 202619.5%10.7%13.1%10.7%7.2%7.2%5.9%5.9%4.8%3.2%3.2%3.9%2.6%1.8%0.35%
Jul 202620.5%11.2%13.7%11.2%7.5%6.2%6.2%4.1%4.6%3.4%2.8%4.1%2.3%1.8%0.37%
Aug 202622.9%10.3%15.3%10.3%6.9%5.6%5.6%4.6%4.8%3.1%3.1%3.1%2.1%1.7%0.92%
Sep 202622.3%12.2%12.2%10%6.7%5.5%5.5%5.5%4.7%3.7%3%3%2%2%1.6%

  1. 1.Jim Beam

    22.3%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Buffalo Trace

    12.2%

    Moved from 3rd to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +2 points.

  3. 3.Maker's Mark

    12.2%

    Moved from 2nd to 3rd. 165K estimated branded searches, -17.9% vs prior month. Share -3 points.

  4. 4.Woodford Reserve

    10%

    Held 4th. 135K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Blanton's

    6.7%

    Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Bulleit

    5.5%

    Held 6th. 74K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Eagle Rare

    5.5%

    Held 7th. 74K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Elijah Craig

    5.5%

    Moved from 9th to 8th. 74K estimated branded searches, +22.3% vs prior month. Share +0.9 points.

  9. 9.Wild Turkey

    4.7%

    Moved from 8th to 9th. 62.7K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Evan Williams

    3.7%

    Moved from 11th to 10th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.6 points.

  11. 11.Basil Hayden

    3%

    Moved from 10th to 11th. 40.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.Four Roses

    3%

    Held 12th. 40.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.Knob Creek

    2%

    Held 13th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.Old Forester

    2%

    Held 14th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.3 points.

  15. 15.Angel's Envy

    1.6%

    Held 15th. 22.2K estimated branded searches, +83.5% vs prior month. Share +0.7 points.

Compare popularity between Buffalo Trace and its closest rivals

Every comparison with Buffalo Trace

19 comparisons

How has branded search demand for Buffalo Trace changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Buffalo Trace worldwide held steady at 165K.
  • Across the 12 months ending September 2026, Buffalo Trace’s share of searches among bourbon brands worldwide increased from 11.2% to 12.2%.
  • Across the 12 months ending September 2026, Buffalo Trace’s share of searches among bourbon brands worldwide peaked at 12.5% in November 2025 and was lowest at 9.7% in May 2026.
  • Across the 12 months ending September 2026, Buffalo Trace rose from 3rd to 2nd among bourbon brands worldwide.

How did search popularity change for bourbon brands worldwide in September 2026?

6 changes

  1. In September 2026, Elijah Craig overtook Wild Turkey to rank 8th among bourbon brands worldwide, with 5.5% of the searches.

  2. In September 2026, Evan Williams overtook Basil Hayden to rank 10th among bourbon brands worldwide, with 3.7% of the searches.

  3. In September 2026, Buffalo Trace overtook Maker's Mark to rank 2nd among bourbon brands worldwide, with 12.2% of the searches.

  4. In September 2026, Angel's Envy gained share of searches among bourbon brands worldwide, from 0.92% to 1.6%.

  5. In September 2026, Maker's Mark lost share of searches among bourbon brands worldwide, from 15.3% to 12.2%.

  6. In September 2026, Jim Beam lost share of searches among bourbon brands worldwide, from 22.9% to 22.3%.

How are Buffalo Trace’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Buffalo Trace’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • buffalo trace

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How the Brand Demand Index is measured

Where does Buffalo Trace compete?

Buffalo Trace is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Whisky brands5th of 711%Show ranking
Bourbon brands2nd of 1512.2%Shown above
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