Brandwave

How popular isSawmill?

In September 2026, people searched for Sawmill by name about 1,580 times in New Zealand, a 28.2% decrease from the previous year. These searches made up 5.9% of all New Zealand craft beer brand searches, placing Sawmill sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about craft beer brands, Sawmill appeared in three of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Sawmill is the sixth most searched of 9 competitors and the fifth 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. SawmillShare of searches 5.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top craft beer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sawmill was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sawmill is the fifth 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 Sawmill?

Sawmill 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 Sawmill and its closest rivals

Every comparison with Sawmill

8 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sawmill in New Zealand fell from 2.2K to 1.6K.
  • Across the 12 months ending September 2026, Sawmill’s share of searches among craft beer brands in New Zealand decreased from 7.7% to 5.9%.
  • Across the 12 months ending September 2026, Sawmill’s share of searches among craft beer brands in New Zealand peaked at 10.1% in January 2026 and was lowest at 5.9% in September 2026.
  • Across the 12 months ending September 2026, Sawmill fell from 5th to 6th among craft beer brands in New Zealand.

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 Sawmill’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Sawmill’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.

  • sawmill beer
  • sawmill brewery
  • sawmill brewing

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

How the Brand Demand Index is measured

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