How popular isIlegal?
In September 2026, people searched for Ilegal by name about 9,900 times worldwide, an 18.2% decrease from the previous year. These searches made up 13.6% of all global mezcal brand searches, placing Ilegal second out of nine brands. When we asked both ChatGPT and Google AI Overviews about mezcal brands, Ilegal appeared in three of the five answers and was the fourth most recommended of the nine.
Ilegal is the second most searched of 9 competitors and the fourth most recommended in AI answers.
400 ConejosShare of searches 37.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
IlegalShare of searches 13.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
MontelobosShare of searches 9.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Del MagueyShare of searches 8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
CasamigosShare of searches 7.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top mezcal brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Ilegal was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Ilegal is the fourth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Del Maguey5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Montelobos4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Ilegal3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- 400 Conejos2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bozal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Casamigos0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dos Hombres0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Madre0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mezcal Unión0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about mezcal brands
5 answers
Asked ChatGPT
“Which mezcal brand should I buy?”
Asked ChatGPT
“What are the best mezcal brands?”
Asked ChatGPT
“What's the best mezcal brand for someone new to mezcal?”
Searched Google, AI Overview
“best mezcal”
Searched Google, AI Overview
“mezcal brands”
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 22, 2026.
Which mezcal brands compete with Ilegal?
Share of searches by month for 400 Conejos, Ilegal, Montelobos, Del Maguey, Casamigos, Dos Hombres, Madre, Bozal, Mezcal Unión. The figures are in the table below the chart.
View monthly share of searches table
| Month | 400 Conejos | Ilegal | Montelobos | Del Maguey | Casamigos | Dos Hombres | Madre | Bozal | Mezcal Unión |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34% | 15.2% | 10.2% | 7.3% | 8.3% | 8.3% | 6.8% | 5.5% | 4.5% |
| Nov 2025 | 34.6% | 12.6% | 8.5% | 6.8% | 6.9% | 15.4% | 6.9% | 4.6% | 3.8% |
| Dec 2025 | 35.9% | 24% | 7.2% | 5.8% | 7.2% | 7.2% | 4.8% | 3.9% | 3.9% |
| Jan 2026 | 30.6% | 16.7% | 9.1% | 7.3% | 7.4% | 13.7% | 6.1% | 5% | 4.1% |
| Feb 2026 | 30.5% | 13.6% | 7.4% | 8% | 7.4% | 16.6% | 7.4% | 5% | 4% |
| Mar 2026 | 32.7% | 14.6% | 8% | 7% | 8% | 14.6% | 6.5% | 5.3% | 3.5% |
| Apr 2026 | 32.4% | 14.5% | 7.9% | 7.8% | 7.9% | 14.5% | 6.5% | 5.3% | 3.5% |
| May 2026 | 33.6% | 15% | 8.2% | 8.1% | 10% | 8.2% | 6.7% | 6.7% | 3.6% |
| Jun 2026 | 30.3% | 16.5% | 9% | 8.9% | 9% | 9% | 7.4% | 6% | 4% |
| Jul 2026 | 31.2% | 13.9% | 9.3% | 9.1% | 9.3% | 9.3% | 7.6% | 6.2% | 4.1% |
| Aug 2026 | 35.7% | 13% | 8.7% | 8.6% | 8.7% | 8.7% | 7.1% | 5.8% | 3.8% |
| Sep 2026 | 37.2% | 13.6% | 9.1% | 8% | 7.4% | 7.4% | 7.4% | 6% | 4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.2% | 27.1K | 0% | +1.5 points | |
| 2, held 2nd | 13.6% | 9.9K | 0% | +0.6 points | |
| 3, moved from 5th to 3rd | 9.1% | 6.6K | 0% | +0.4 pointsmoved from 5th to 3rd | |
| 4, moved from 6th to 4th | 8% | 5.8K | -10.8% | -0.6 pointsmoved from 6th to 4th | |
| 5, moved from 3rd to 5th | 7.4% | 5.4K | -18.2% | -1.3 pointsmoved from 3rd to 5th | |
| 6, moved from 4th to 6th | 7.4% | 5.4K | -18.2% | -1.3 pointsmoved from 4th to 6th | |
| 7, held 7th | 7.4% | 5.4K | 0% | +0.3 points | |
| 8, held 8th | 6% | 4.4K | 0% | +0.2 points | |
| 9, held 9th | 4% | 2.9K | 0% | +0.2 points |
37.2%
Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share +1.5 points.
2.
Ilegal13.6%
Held 2nd. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.
9.1%
Moved from 5th to 3rd. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.
8%
Moved from 6th to 4th. 5.8K estimated branded searches, -10.8% vs prior month. Share -0.6 points.
7.4%
Moved from 3rd to 5th. 5.4K estimated branded searches, -18.2% vs prior month. Share -1.3 points.
7.4%
Moved from 4th to 6th. 5.4K estimated branded searches, -18.2% vs prior month. Share -1.3 points.
7.
Madre7.4%
Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.3 points.
8.
Bozal6%
Held 8th. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.
4%
Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
Compare popularity between Ilegal and its closest rivals
Every comparison with Ilegal
8 comparisons
How has branded search demand for Ilegal changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Ilegal worldwide fell from 12.1K to 9.9K.
- Across the 12 months ending September 2026, Ilegal’s share of searches among mezcal brands worldwide decreased from 15.2% to 13.6%.
- Across the 12 months ending September 2026, Ilegal’s share of searches among mezcal brands worldwide peaked at 24% in December 2025 and was lowest at 12.6% in November 2025.
How did search popularity change for mezcal brands worldwide in September 2026?
6 changes
In September 2026, 400 Conejos gained share of searches among mezcal brands worldwide, from 35.7% to 37.2%.
In September 2026, Ilegal gained share of searches among mezcal brands worldwide, from 13% to 13.6%.
In September 2026, Casamigos lost share of searches among mezcal brands worldwide, from 8.7% to 7.4%.
In September 2026, Dos Hombres lost share of searches among mezcal brands worldwide, from 8.7% to 7.4%.
In September 2026, Del Maguey lost share of searches among mezcal brands worldwide, from 8.6% to 8%.
In September 2026, Montelobos rose from 5th to 3rd among mezcal brands worldwide.
How are Ilegal’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Ilegal’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.
- ilegal mezcal
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