Madre vs Montelobos:Which is more popular?
In September 2026, Montelobos had more branded searches than Madre among mezcal brands worldwide. Montelobos had about 6,600 branded searches, while Madre had 5,400. Montelobos made up 9.1% of all mezcal brand searches we track, and Madre accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about mezcal brands, Montelobos appeared in four of the five answers and Madre in none.
Who do people search for more?
Montelobos, about 22% more searches than Madre
Who does AI mention more?
Montelobos, mentioned in 4 of 5 answers, Madre in 0
Who does AI recommend more?
Montelobos, the only one of the two named
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Top mezcal brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Montelobos was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Madre did not appear in any of the 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.
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 Madre or Montelobos more popular in search?
This chart shows how often people search Google for Madre and Montelobos 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 Montelobos, Madre. 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 Madre and Montelobos comparison changed over the last 12 months?
3 findings
- Montelobos was ahead of Madre in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Madre’s share of searches among mezcal brands worldwide moved from 6.8% to 7.4%, and its estimated monthly branded searches held steady at 5.4K.
- Across the 12 months ending September 2026, Montelobos’ share of searches among mezcal brands worldwide moved from 10.2% to 9.1%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
How did search popularity change for mezcal brands worldwide in September 2026?
1 change
In September 2026, Montelobos rose from 5th to 3rd among mezcal brands worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Madre’s and Montelobos’ 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.
Madre
1 branded search term
- madre mezcal
Montelobos
1 branded search term
- montelobos
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