Brandwave

How popular isWine Direct?

In September 2026, people searched for Wine Direct by name about 320 times in New Zealand, a 33.3% decrease from the previous year. These searches made up 2.5% of all New Zealand online wine retailer searches, placing Wine Direct seventh out of ten retailers. When we asked both ChatGPT and Google AI Overviews about online wine retailers, Wine Direct appeared in four of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Wine Direct is the seventh most searched of 10 competitors and the fourth most recommended in AI answers.

  1. Everyday WineShare of searches 34.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. Vino FinoShare of searches 23.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Black MarketShare of searches 12.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. AdvintageShare of searches 11.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Wine DirectShare of searches 2.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top online wine retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wine Direct was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Wine Direct is the fourth most recommended of the ten.

Most recommended by AI

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

  1. Fine Wine Delivery Company1st
  2. The Good Wine Co2nd
  3. Black Market3rd
  4. Wine Direct4th
  5. Wine Central5th
  6. Everyday Wine6th
  7. The Wine List7th
  8. Glengarry8th
  9. Vino Fino–
  10. Advintage–

Mentioned by AI

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

  • Fine Wine Delivery Company4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wine Direct4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Good Wine Co4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Black Market3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Everyday Wine2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wine Central2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Wine List2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Glengarry1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vino Fino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Advintage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online wine retailers

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 online wine retailers compete with Wine Direct?

Wine Direct against online wine retailers in New Zealand, by month

Share of searches by month for Everyday Wine, Vino Fino, Black Market, Advintage, Fine Wine Delivery Company, Wine Central, Wine Direct. The figures are in the table below the chart.

View monthly share of searches table
MonthEveryday WineVino FinoBlack MarketAdvintageFine Wine Delivery CompanyWine CentralWine DirectThe Good Wine CoThe Wine ListGlengarry
Oct 202516.6%26%21%12.2%8.8%8.8%4.2%2.3%0.09%0.09%
Nov 202519.5%19.9%19.5%14%10.8%10.8%3.2%2.2%0.07%0.07%
Dec 202515.4%35.5%12.8%13.9%8.5%8.5%3.1%2.1%0.11%0.05%
Jan 202616.3%31.2%16.3%13.9%8.6%8.6%3.4%1.5%0.09%0.09%
Feb 202616.8%32.2%14.2%15%8.9%8.9%2.3%1.5%0.18%0.09%
Mar 202624.5%30.2%12.9%11.5%10.9%6%2.7%1.2%0.14%0%
Apr 202623.2%29%15.2%11.1%10.4%7%2.6%1.4%0.08%0.08%
May 202623.1%28.9%15.1%11%10.3%7%3.1%1.4%0.08%0.08%
Jun 202630.7%24.9%13.6%11.8%8.5%6.1%2.7%1.4%0.09%0%
Jul 202635.8%24.3%10.6%9.8%10.6%4.8%2.6%1.4%0.08%0.08%
Aug 202634%23.2%12.4%8.3%12.4%5.6%2.5%1.6%0.08%0.08%
Sep 202634.2%23.2%12.4%11.2%10.1%4.6%2.5%1.6%0.16%0.08%

  1. 1.Everyday Wine

    34.2%

    Held 1st. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.Vino Fino

    23.2%

    Held 2nd. 3K estimated branded searches, -0.66% vs prior month. Share 0 points.

  3. 3.Black Market

    12.4%

    Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Advintage

    11.2%

    Moved from 5th to 4th. 1.4K estimated branded searches, +34.6% vs prior month. Share +2.9 points.

  5. 5.Fine Wine Delivery Company

    10.1%

    Moved from 4th to 5th. 1.3K estimated branded searches, -18.8% vs prior month. Share -2.3 points.

  6. 6.Wine Central

    4.6%

    Held 6th. 590 estimated branded searches, -18.1% vs prior month. Share -1 points.

  7. 7.Wine Direct

    2.5%

    Held 7th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.The Good Wine Co

    1.6%

    Held 8th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.The Wine List

    0.16%

    Moved from 10th to 9th. 20 estimated branded searches, +100% vs prior month. Share +0.1 points.

  10. 10.Glengarry

    0.08%

    Moved from 9th to 10th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Wine Direct and its closest rivals

Every comparison with Wine Direct

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wine Direct in New Zealand fell from 480 to 320.
  • Across the 12 months ending September 2026, Wine Direct’s share of searches among online wine retailers in New Zealand decreased from 4.2% to 2.5%.
  • Across the 12 months ending September 2026, Wine Direct’s share of searches among online wine retailers in New Zealand peaked at 4.2% in October 2025 and was lowest at 2.3% in February 2026.

How did search popularity change for New Zealand online wine retailers in September 2026?

6 changes

  1. In September 2026, Advintage overtook Fine Wine Delivery Company to rank 4th among online wine retailers in New Zealand, with 11.2% of the searches.

  2. In September 2026, Fine Wine Delivery Company lost share of searches among online wine retailers in New Zealand, from 12.4% to 10.1%.

  3. In September 2026, Wine Central lost share of searches among online wine retailers in New Zealand, from 5.6% to 4.6%.

  4. Vino Fino’s share of searches among online wine retailers in New Zealand has lost ground for 3 months in a row, from 24.9% to 23.2% in September 2026.

  5. In September 2026, The Wine List rose from 10th to 9th among online wine retailers in New Zealand.

  6. In September 2026, Glengarry fell from 9th to 10th among online wine retailers in New Zealand.

How are Wine Direct’s branded searches counted?

1 search term

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

  • wine direct

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How the Brand Demand Index is measured

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