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Institute of Masters of Wine vs WSET:Which is more popular?

In October 2026, WSET had more branded searches than Institute of Masters of Wine among wine courses and certifications worldwide. WSET had about 75,900 branded searches, while Institute of Masters of Wine had 1,000. WSET made up 89% of all wine courses and certification searches we track, and Institute of Masters of Wine accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about wine courses and certifications, WSET appeared in all five answers and Institute of Masters of Wine in one. WSET was mentioned before Institute of Masters of Wine in every answer.

Among wine courses and certifications worldwide in October 2026

Who do people search for more?

WSET, about 76 searches for every 1 for Institute of Masters of Wine

WSET 75.9K searchesInstitute of Masters of Wine 1K searches

Who does AI mention more?

WSET, mentioned in every answer we collected

WSET in 5 of 5Institute of Masters of Wine in 1 of 5

Who does AI recommend more?

WSET, named ahead of Institute of Masters of Wine in every answer

WSET first in 5Institute of Masters of Wine never first

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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. Institute of Masters of Wine was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. WSET was listed before Institute of Masters of Wine in every answer.

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

Is Institute of Masters of Wine or WSET more popular in search?

This chart shows how often people search Google for Institute of Masters of Wine and WSET by name. Each line represents a brand's share of searches for all six wine courses and certification brands we track, month by month, from English-language searches worldwide.

Institute of Masters of Wine and WSET among wine courses and certifications worldwide, by month

Share of searches by month for WSET, Institute of Masters of Wine. 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%

How has branded search for Institute of Masters of Wine and WSET changed worldwide over the last 12 months?

3 findings

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

2 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.

How are Institute of Masters of Wine’s and WSET’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Institute of Masters of Wine’s and WSET’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.

Institute of Masters of Wine

1 branded search term

  • institute of masters of wine

WSET

2 branded search terms

  • wine and spirit education trust
  • wset

How the Brand Demand Index is measured

Other head-to-heads among wine courses and certifications

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