Brandwave

How popular isWSET?

In October 2026, people searched for WSET by name about 75,900 times worldwide, a 21.8% decrease from the previous year. These searches made up 89% of all global wine courses and certification searches, placing WSET first out of six brands. When we asked both ChatGPT and Google AI Overviews about wine courses and certifications, WSET appeared in all answers and was the most recommended of the six.

Search and AI answers in October 2026

WSET is the most searched of 6 competitors and the most recommended in the AI answers we collected.

  1. WSETShare of searches 89%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Court of Master SommeliersShare of searches 5.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Wine Scholar GuildShare of searches 2.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Napa Valley Wine AcademyShare of searches 1.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Institute of Masters of WineShare of searches 1.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top wine courses and certifications in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, WSET appeared in all five answers. WSET is the most recommended of the six.

Most recommended by AI

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

  1. WSET1st
  2. Court of Master Sommeliers2nd
  3. Society of Wine Educators3rd
  4. Wine Scholar Guild4th
  5. Institute of Masters of Wine5th
  6. Napa Valley Wine Academy–

Mentioned by AI

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

See every answer about wine courses and certifications

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 November 9, 2026.

Sites the answers about wine courses and certifications cited

13 sites

  1. wsetglobal.com, cited in 3 of 5 answers

  2. mastersommeliers.org, cited in 3 of 5 answers

  3. societyofwineeducators.org, cited in 2 of 5 answers

  4. youtube.com, cited in 2 of 5 answers

  5. napavalleywineacademy.com, cited in 2 of 5 answers

  6. internationalsommelier.com, cited in 2 of 5 answers

  7. wineschool.us, cited in 2 of 5 answers

  8. winescholarguild.com, cited in 1 of 5 answers

  9. mastersofwine.org, cited in 1 of 5 answers

  10. winefolly.com, cited in 1 of 5 answers

  11. somm.us, cited in 1 of 5 answers

  12. reddit.com, cited in 1 of 5 answers

How often do people search for WSET compared with other wine courses and certifications worldwide?

WSET against wine courses and certifications worldwide, by month

Share of searches by month for WSET, Court of Master Sommeliers, Wine Scholar Guild. The figures are in the table below the chart.

View monthly share of searches table
MonthWSETCourt of Master SommeliersWine Scholar GuildNapa Valley Wine AcademyInstitute of Masters of WineSociety of Wine Educators
Nov 202590%4.1%2.2%2.2%0.93%0.55%
Dec 202592.3%3.6%1.5%1.5%0.58%0.48%
Jan 202690.5%4.2%2.3%1.9%0.68%0.46%
Feb 202690.2%4.1%2.3%1.8%0.94%0.68%
Mar 202689.5%5%2.2%1.8%0.92%0.66%
Apr 202690.7%4.2%1.8%1.8%0.95%0.56%
May 202690.8%4.2%1.8%1.8%0.84%0.56%
Jun 202688.6%6%2.1%1.8%0.8%0.66%
Jul 202689.5%5%2.2%2.2%0.55%0.55%
Aug 202689.3%5%2.2%1.8%1%0.67%
Sep 202689.2%5%2.2%1.8%1.1%0.67%
Oct 202689%5.2%2.2%1.9%1.2%0.56%

  1. 1.WSET

    89%

    Held 1st. 75.9K estimated branded searches, -3.2% vs prior month. Share -0.2 points.

  2. 2.Court of Master Sommeliers

    5.2%

    Held 2nd. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Wine Scholar Guild

    2.2%

    Held 3rd. 1.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Napa Valley Wine Academy

    1.9%

    Held 4th. 1.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Institute of Masters of Wine

    1.2%

    Held 5th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Society of Wine Educators

    0.56%

    Held 6th. 480 estimated branded searches, -18.6% vs prior month. Share -0.1 points.

Compare popularity between WSET and its closest rivals

Every comparison with WSET

5 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for WSET worldwide fell from 97.1K to 75.9K.
  • Across the 12 months ending October 2026, WSET’s share of searches among wine courses and certifications worldwide decreased from 90% to 89%.
  • Across the 12 months ending October 2026, WSET’s share of searches among wine courses and certifications worldwide peaked at 92.3% in December 2025 and was lowest at 88.6% in June 2026.

How did search popularity change for wine courses and certifications worldwide in October 2026?

5 changes

  1. Institute of Masters of Wine’s share of searches among wine courses and certifications worldwide has gained ground for 3 months in a row, from 0.55% to 1.2% in October 2026.

  2. WSET’s share of searches among wine courses and certifications worldwide has lost ground for 3 months in a row, from 89.5% to 89% in October 2026.

  3. Estimated monthly branded searches for Napa Valley Wine Academy worldwide fell 33.3% over 12 measured months, from 2.4K to 1.6K in October 2026.

  4. Estimated monthly branded searches for Wine Scholar Guild worldwide fell 20.8% over 12 measured months, from 2.4K to 1.9K in October 2026.

  5. Estimated monthly branded searches for Society of Wine Educators worldwide fell 18.6% over 12 measured months, from 590 to 480 in October 2026.

How are WSET’s branded searches counted?

2 search terms

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

  • wine and spirit education trust
  • wset

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