Brandwave

How popular isThe Macallan?

In September 2026, people searched for The Macallan by name about 49,500 times worldwide, an 82.7% increase from the previous year. These searches made up 3.3% of all global whisky brand searches, placing The Macallan sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about whisky brands, The Macallan appeared in three of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

The Macallan is the sixth most searched of 7 competitors and the fourth most recommended in AI answers.

  1. Johnnie WalkerShare of searches 24.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. GlenfiddichShare of searches 20.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. JamesonShare of searches 20.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. Jim BeamShare of searches 20.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. The MacallanShare of searches 3.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top whisky brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Macallan was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The Macallan is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Johnnie Walker1st
  2. Buffalo Trace2nd
  3. Glenfiddich3rd
  4. The Macallan4th
  5. Jim Beam5th
  6. Jameson6th
  7. Redbreast7th

Mentioned by AI

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

  • Johnnie Walker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Buffalo Trace4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Glenfiddich3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jameson3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Macallan3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jim Beam2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Redbreast2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about whisky brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which whisky brands compete with The Macallan?

The Macallan against whisky brands worldwide, by month

Share of searches by month for Johnnie Walker, Glenfiddich, Jameson, Jim Beam, Buffalo Trace, The Macallan. The figures are in the table below the chart.

View monthly share of searches table
MonthJohnnie WalkerGlenfiddichJamesonJim BeamBuffalo TraceThe MacallanRedbreast
Oct 202527.7%22.6%18.5%18.5%10.1%1.7%0.91%
Nov 202527%22.1%18.1%18.1%12.1%1.6%1.1%
Dec 202525.4%20.7%17%25.4%9.3%1.5%0.84%
Jan 202627.6%22.5%18.4%18.4%10.1%2%0.91%
Feb 202625.2%20.6%16.9%25.2%9.2%1.9%1%
Mar 202626.4%21.6%21.6%17.6%9.7%1.9%1.3%
Apr 202626.4%21.6%21.6%17.7%9.7%1.9%1.1%
May 202626.4%21.6%21.6%17.7%9.7%1.9%1.1%
Jun 202630.5%20.4%20.4%16.7%9.2%1.8%1%
Jul 202626.4%21.6%21.6%17.7%9.7%1.9%1.1%
Aug 202624.2%24.2%19.8%19.8%8.9%2.2%0.97%
Sep 202624.5%20.1%20.1%20.1%11%3.3%0.99%

  1. 1.Johnnie Walker

    24.5%

    Moved from 2nd to 1st. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.Glenfiddich

    20.1%

    Moved from 1st to 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -4.1 points.

  3. 3.Jameson

    20.1%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Jim Beam

    20.1%

    Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Buffalo Trace

    11%

    Held 5th. 165K estimated branded searches, +22.2% vs prior month. Share +2.1 points.

  6. 6.The Macallan

    3.3%

    Held 6th. 49.5K estimated branded searches, +49.5% vs prior month. Share +1.1 points.

  7. 7.Redbreast

    0.99%

    Held 7th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between The Macallan and its closest rivals

Every comparison with The Macallan

6 comparisons

How has branded search demand for The Macallan changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The Macallan worldwide rose from 27.1K to 49.5K.
  • Across the 12 months ending September 2026, The Macallan’s share of searches among whisky brands worldwide increased from 1.7% to 3.3%.
  • Across the 12 months ending September 2026, The Macallan’s share of searches among whisky brands worldwide peaked at 3.3% in September 2026 and was lowest at 1.5% in December 2025.

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

5 changes

  1. In September 2026, Buffalo Trace gained share of searches among whisky brands worldwide, from 8.9% to 11%.

  2. In September 2026, The Macallan gained share of searches among whisky brands worldwide, from 2.2% to 3.3%.

  3. In September 2026, Glenfiddich lost share of searches among whisky brands worldwide, from 24.2% to 20.1%.

  4. Jim Beam’s share of searches among whisky brands worldwide has gained ground for 3 months in a row, from 16.7% to 20.1% in September 2026.

  5. In September 2026, Johnnie Walker rose from 2nd to 1st among whisky brands worldwide.

How are The Macallan’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using The Macallan’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.

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How the Brand Demand Index is measured

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