Buffalo Trace vs Johnnie Walker:Which is more popular?
In September 2026, Johnnie Walker had more branded searches than Buffalo Trace among whisky brands worldwide. Johnnie Walker had about 368,000 branded searches, while Buffalo Trace had 165,000. Johnnie Walker made up 24.5% of all whisky brand searches we track, and Buffalo Trace accounted for 11%. When we asked ChatGPT and Google AI Overviews about whisky brands, Buffalo Trace and Johnnie Walker each appeared in four of the five answers. Buffalo Trace was mentioned before Johnnie Walker in three out of five answers.
Who do people search for more?
Johnnie Walker, about 2 searches for every 1 for Buffalo Trace
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Buffalo Trace, named ahead of Johnnie Walker in 3 of 5 answers
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Top whisky 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. Johnnie Walker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Buffalo Trace was listed before Johnnie Walker in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Johnnie Walker1st
- Buffalo Trace2nd
Glenfiddich3rd- The Macallan4th
Jim Beam5th
Jameson6th- 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
Asked ChatGPT
“Which whisky brand should I buy?”
Asked ChatGPT
“What are the best whisky brands?”
Asked ChatGPT
“What's the best whisky brand for gifts for adults?”
Searched Google, AI Overview
“whisky brands”
Searched Google, AI Overview
“bourbon brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Buffalo Trace or Johnnie Walker more popular in search?
This chart shows how often people search Google for Buffalo Trace and Johnnie Walker by name. Each line represents a brand's share of searches for all seven whisky brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Johnnie Walker, Buffalo Trace. The figures are in the table below the chart.
View monthly share of searches table
| Month | Johnnie Walker | Glenfiddich | Jameson | Jim Beam | Buffalo Trace | The Macallan | Redbreast |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.7% | 22.6% | 18.5% | 18.5% | 10.1% | 1.7% | 0.91% |
| Nov 2025 | 27% | 22.1% | 18.1% | 18.1% | 12.1% | 1.6% | 1.1% |
| Dec 2025 | 25.4% | 20.7% | 17% | 25.4% | 9.3% | 1.5% | 0.84% |
| Jan 2026 | 27.6% | 22.5% | 18.4% | 18.4% | 10.1% | 2% | 0.91% |
| Feb 2026 | 25.2% | 20.6% | 16.9% | 25.2% | 9.2% | 1.9% | 1% |
| Mar 2026 | 26.4% | 21.6% | 21.6% | 17.6% | 9.7% | 1.9% | 1.3% |
| Apr 2026 | 26.4% | 21.6% | 21.6% | 17.7% | 9.7% | 1.9% | 1.1% |
| May 2026 | 26.4% | 21.6% | 21.6% | 17.7% | 9.7% | 1.9% | 1.1% |
| Jun 2026 | 30.5% | 20.4% | 20.4% | 16.7% | 9.2% | 1.8% | 1% |
| Jul 2026 | 26.4% | 21.6% | 21.6% | 17.7% | 9.7% | 1.9% | 1.1% |
| Aug 2026 | 24.2% | 24.2% | 19.8% | 19.8% | 8.9% | 2.2% | 0.97% |
| Sep 2026 | 24.5% | 20.1% | 20.1% | 20.1% | 11% | 3.3% | 0.99% |
How has the Buffalo Trace and Johnnie Walker comparison changed over the last 12 months?
3 findings
- Johnnie Walker was ahead of Buffalo Trace in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Buffalo Trace’s share of searches among whisky brands worldwide moved from 10.1% to 11%, and its estimated monthly branded searches held steady at 165K.
- Across the 12 months ending September 2026, Johnnie Walker’s share of searches among whisky brands worldwide moved from 27.7% to 24.5%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for whisky brands worldwide in September 2026?
2 changes
In September 2026, Buffalo Trace gained share of searches among whisky brands worldwide, from 8.9% to 11%.
In September 2026, Johnnie Walker rose from 2nd to 1st among whisky brands worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Buffalo Trace’s and Johnnie Walker’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.
Buffalo Trace
1 branded search term
- buffalo trace
Johnnie Walker
1 branded search term
- johnnie walker
Other head-to-heads among whisky brands
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