Bozal vs Ilegal:Which is more popular?
In September 2026, Ilegal had more branded searches than Bozal among mezcal brands worldwide. Ilegal had about 9,900 branded searches, while Bozal had 4,400. Ilegal made up 13.6% of all mezcal brand searches we track, and Bozal accounted for 6%. When we asked ChatGPT and Google AI Overviews about mezcal brands, Ilegal appeared in three of the five answers and Bozal in two. Bozal was mentioned before Ilegal in two out of three answers that named either.
Who do people search for more?
Ilegal, about 2 searches for every 1 for Bozal
Who does AI mention more?
Ilegal, mentioned in 3 of 5 answers, Bozal in 2
Who does AI recommend more?
Bozal, named ahead of Ilegal in 2 of 3 answers
Follow Bozal vs Ilegal and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
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. Bozal was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bozal was listed before Ilegal in two out of three answers that named either.
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.
Is Bozal or Ilegal more popular in search?
This chart shows how often people search Google for Bozal and Ilegal by name. Each line represents a brand's share of searches for all nine mezcal brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Ilegal, Bozal. 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% |
How has the Bozal and Ilegal comparison changed over the last 12 months?
3 findings
- Ilegal was ahead of Bozal in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bozal’s share of searches among mezcal brands worldwide moved from 5.5% to 6%, and its estimated monthly branded searches held steady at 4.4K.
- Across the 12 months ending September 2026, Ilegal’s share of searches among mezcal brands worldwide moved from 15.2% to 13.6%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
How did search popularity change for mezcal brands worldwide in September 2026?
1 change
In September 2026, Ilegal gained share of searches among mezcal brands worldwide, from 13% to 13.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bozal’s and Ilegal’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.
Other head-to-heads among mezcal brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.