Brandwave

Emerson's vs Garage Project:Which is more popular?

In September 2026, Emerson's had more branded searches than Garage Project among craft beer brands in New Zealand. Emerson's had about 10,200 branded searches, while Garage Project had 4,990. Emerson's made up 37.8% of all craft beer brand searches we track, and Garage Project accounted for 18.5%. When we asked ChatGPT and Google AI Overviews about craft beer brands, Garage Project appeared in all five answers and Emerson's in four. Garage Project was mentioned before Emerson's in four out of five answers.

Among craft beer brands in New Zealand in September 2026

Who do people search for more?

Emerson's, about 2 searches for every 1 for Garage Project

Emerson's 10.2K searchesGarage Project 5K searches

Who does AI mention more?

Garage Project, mentioned in every answer we collected

Garage Project in 5 of 5Emerson's in 4 of 5

Who does AI recommend more?

Garage Project, named ahead of Emerson's in 4 of 5 answers

Garage Project first in 4Emerson's first in 1

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Top craft beer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Garage Project appeared in all five answers. Emerson's was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Garage Project was listed before Emerson's in four out of five answers.

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.

Is Emerson's or Garage Project more popular in search?

This chart shows how often people search Google for Emerson's and Garage Project by name. Each line represents a brand's share of searches for all nine craft beer brands we track, month by month, from searches in New Zealand.

Emerson's and Garage Project among craft beer brands in New Zealand, by month

Share of searches by month for Emerson's, Garage Project. 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%

How has the Emerson's and Garage Project comparison changed over the last 12 months?

3 findings

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

2 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. Estimated monthly branded searches for Garage Project in New Zealand fell 15.1% over 12 measured months, from 5.9K to 5K in September 2026.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Emerson's’ and Garage Project’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.

Emerson's

5 branded search terms

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

Garage Project

4 branded search terms

  • garage project
  • garage project beer
  • garage project brewery
  • garageproject

How the Brand Demand Index is measured

Other head-to-heads among craft beer brands

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