Basil Hayden vs Wild Turkey:Which is more popular?
In September 2026, Wild Turkey had more branded searches than Basil Hayden among bourbon brands worldwide. Wild Turkey had about 62,700 branded searches, while Basil Hayden had 40,500. Wild Turkey made up 4.7% of all bourbon brand searches we track, and Basil Hayden accounted for 3%. When we asked ChatGPT and Google AI Overviews about bourbon brands, Wild Turkey appeared in four of the five answers and Basil Hayden in one. Wild Turkey was mentioned before Basil Hayden in four out of five answers.
Who do people search for more?
Wild Turkey, about 55% more searches than Basil Hayden
Who does AI mention more?
Wild Turkey, mentioned in 4 of 5 answers, Basil Hayden in 1
Who does AI recommend more?
Wild Turkey, named ahead of Basil Hayden in 4 of 5 answers
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Top bourbon brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wild Turkey was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Basil Hayden was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wild Turkey was listed before Basil Hayden in four out of five answers.
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.
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- Basil Hayden1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bourbon brands
5 answers
Asked ChatGPT
“Which bourbon should I buy?”
Asked ChatGPT
“What are the best bourbon brands?”
Asked ChatGPT
“What's a good bourbon for a beginner?”
Searched Google, AI Overview
“bourbon brands”
Searched Google, AI Overview
“bourbon whiskey”
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.
Is Basil Hayden or Wild Turkey more popular in search?
This chart shows how often people search Google for Basil Hayden and Wild Turkey by name. Each line represents a brand's share of searches for all 15 bourbon brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Wild Turkey, Basil Hayden. The figures are in the table below the chart.
View monthly share of searches table
| Month | 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 | Angel's Envy |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.5% | 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 2025 | 18.8% | 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 2025 | 26.7% | 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 2026 | 20.5% | 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 2026 | 28% | 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 2026 | 19.6% | 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 2026 | 20.1% | 11% | 13.5% | 11% | 7.4% | 6% | 6% | 4% | 5.1% | 4.9% | 3.3% | 2.7% | 2.7% | 1.8% | 0.36% |
| May 2026 | 17.7% | 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 2026 | 19.5% | 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 2026 | 20.5% | 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 2026 | 22.9% | 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 2026 | 22.3% | 12.2% | 12.2% | 10% | 6.7% | 5.5% | 5.5% | 5.5% | 4.7% | 3.7% | 3% | 3% | 2% | 2% | 1.6% |
How has the Basil Hayden and Wild Turkey comparison changed over the last 12 months?
3 findings
- Wild Turkey was ahead of Basil Hayden in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Basil Hayden’s share of searches among bourbon brands worldwide moved from 3.4% to 3%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- Across the 12 months ending September 2026, Wild Turkey’s share of searches among bourbon brands worldwide moved from 4.6% to 4.7%, and its estimated monthly branded searches moved from 67.6K to 62.7K.
How did search popularity change for bourbon brands worldwide in September 2026?
3 changes
In September 2026, Elijah Craig overtook Wild Turkey to rank 8th among bourbon brands worldwide, with 5.5% of the searches.
In September 2026, Evan Williams overtook Basil Hayden to rank 10th among bourbon brands worldwide, with 3.7% of the searches.
Estimated monthly branded searches for Basil Hayden worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Basil Hayden’s and Wild Turkey’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.
Basil Hayden
1 branded search term
- basil hayden
Wild Turkey
2 branded search terms
- wild turkey 101
- wild turkey bourbon
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