Brandwave

How popular isEmerson's?

In September 2026, people searched for Emerson's by name about 10,200 times in New Zealand, a 27.5% increase from the previous year. These searches made up 37.8% of all New Zealand craft beer brand searches, placing Emerson's first out of nine brands. When we asked both ChatGPT and Google AI Overviews about craft beer brands, Emerson's appeared in four of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Emerson's is the most searched of 9 competitors and the third most recommended in AI answers.

  1. Emerson'sShare of searches 37.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. Garage ProjectShare of searches 18.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. PanheadShare of searches 12.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. ParrotdogShare of searches 11.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. Behemoth BrewingShare of searches 6.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

+4 more

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Top craft beer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Emerson's was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Emerson's is the third most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Garage Project1st
  2. Parrotdog2nd
  3. Emerson's3rd
  4. Panhead4th
  5. Sawmill5th
  6. Behemoth Brewing6th
  7. Liberty Brewing7th
  8. McLeod’s Brewery8th
  9. Tuatara–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Garage Project5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Emerson's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Parrotdog4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Panhead3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Behemoth Brewing3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sawmill3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • McLeod’s Brewery2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Liberty Brewing1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tuatara0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about craft beer brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which craft beer brands compete with Emerson's?

Emerson's against craft beer brands in New Zealand, by month

Share of searches by month for Emerson's, Garage Project, Panhead, Parrotdog, Behemoth Brewing, Sawmill, Tuatara, McLeod’s Brewery. The figures are in the table below the chart.

View monthly share of searches table
MonthEmerson'sGarage ProjectPanheadParrotdogBehemoth BrewingSawmillTuataraMcLeod’s BreweryLiberty Brewing
Oct 202528.1%20.6%11.7%19.7%4.9%7.7%4.1%2.2%0.98%
Nov 202528.4%18.9%10.6%21.9%5.1%7.1%4.1%2.7%1.1%
Dec 202525%20.3%12.8%19.7%4.9%9.3%4%3.1%0.97%
Jan 202630%15.4%11%14.9%11%10.1%4.1%2.5%0.85%
Feb 202636.4%18.7%12.4%11.9%5%8.2%4.1%2.5%0.84%
Mar 202638.4%18.4%12%12.1%4.7%8.1%3.3%2.2%0.9%
Apr 202636.1%17.7%11.2%13.7%4.7%9.3%3.4%2.6%1.2%
May 202637.1%16.4%10.5%15.7%5.8%7.4%3.6%2.5%0.95%
Jun 202644%16.3%9.3%12.4%6.3%5.9%2.6%2.1%1.1%
Jul 202636.6%17.6%11.5%14.2%6.9%6.6%2.9%2.9%0.97%
Aug 202634.7%18.8%12.7%15.1%6.5%5.9%3.4%2%0.89%
Sep 202637.8%18.5%12.3%11.9%6.9%5.9%3.4%2.3%1%

  1. 1.Emerson's

    37.8%

    Held 1st. 10.2K estimated branded searches, +13.3% vs prior month. Share +3.1 points.

  2. 2.Garage Project

    18.5%

    Held 2nd. 5K estimated branded searches, +2.3% vs prior month. Share -0.3 points.

  3. 3.Panhead

    12.3%

    Moved from 4th to 3rd. 3.3K estimated branded searches, +0.3% vs prior month. Share -0.4 points.

  4. 4.Parrotdog

    11.9%

    Moved from 3rd to 4th. 3.2K estimated branded searches, -17.9% vs prior month. Share -3.2 points.

  5. 5.Behemoth Brewing

    6.9%

    Held 5th. 1.9K estimated branded searches, +10.7% vs prior month. Share +0.4 points.

  6. 6.Sawmill

    5.9%

    Held 6th. 1.6K estimated branded searches, +2.6% vs prior month. Share -0.1 points.

  7. 7.Tuatara

    3.4%

    Held 7th. 910 estimated branded searches, +4.6% vs prior month. Share 0 points.

  8. 8.McLeod’s Brewery

    2.3%

    Held 8th. 620 estimated branded searches, +17% vs prior month. Share +0.3 points.

  9. 9.Liberty Brewing

    1%

    Held 9th. 280 estimated branded searches, +21.7% vs prior month. Share +0.2 points.

Compare popularity between Emerson's and its closest rivals

Every comparison with Emerson's

8 comparisons

How has branded search demand for Emerson's changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Emerson's in New Zealand rose from 8K to 10.2K.
  • Across the 12 months ending September 2026, Emerson's’ share of searches among craft beer brands in New Zealand increased from 28.1% to 37.8%.
  • Across the 12 months ending September 2026, Emerson's’ share of searches among craft beer brands in New Zealand peaked at 44% in June 2026 and was lowest at 25% in December 2025.

How did search popularity change for New Zealand craft beer brands in September 2026?

6 changes

  1. In September 2026, Emerson's gained share of searches among craft beer brands in New Zealand, from 34.7% to 37.8%.

  2. In September 2026, Parrotdog lost share of searches among craft beer brands in New Zealand, from 15.1% to 11.9%.

  3. Tuatara’s share of searches among craft beer brands in New Zealand has gained ground for 3 months in a row, from 2.6% to 3.4% in September 2026.

  4. In September 2026, Panhead rose from 4th to 3rd among craft beer brands in New Zealand.

  5. Estimated monthly branded searches for Behemoth Brewing in New Zealand rose 32.9% over 12 measured months, from 1.4K to 1.9K in September 2026.

  6. Estimated monthly branded searches for Sawmill in New Zealand fell 28.2% over 12 measured months, from 2.2K to 1.6K in September 2026.

How are Emerson's’ branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Emerson's’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • emerson s
  • emerson's brewery
  • emersons
  • emersons beer
  • emersons brewery

How the Brand Demand Index is measured

Who owns Emerson's?

Emerson's is owned by Lion. Brandwave also tracks Speight's, Havana Coffee Works, Lion Red, Mac's, Panhead, Steinlager and Steinlager Zero, owned by the same company, in New Zealand.

Do you work for Emerson's? To request corrections or removal please contact us via our support page and we will be happy to assist.

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