---
title: "Liquor Retailers in New Zealand: Share of Search"
description: "Share of Search among Liquorland, Super Liquor, The Bottle-O and The Trusts, the liquor retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-liquor-retailers"
publisher: "Brandwave"
---

# Liquor Retailers in New Zealand: Share of Search

Share of Search among Liquorland, Super Liquor, The Bottle-O and The Trusts, the liquor retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Liquor Retailers
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Liquorland, 53.1%

## Which brand has the highest Share of Search among liquor retailers in New Zealand?

- Liquorland holds the highest estimated Share of Search among liquor retailers in New Zealand, at 53.1% in August 2026.
- Super Liquor is in 2nd place, 9.7 percentage points behind at 43.4% Share of Search.
- Across the 12 months ending August 2026, Liquorland’s estimated Share of Search among liquor retailers in New Zealand decreased from 57.7% to 53.1%.
- Across the 12 months ending August 2026, Super Liquor’s estimated Share of Search among liquor retailers in New Zealand increased from 38.6% to 43.4%.
- Across the 12 months ending August 2026, Liquorland’s estimated Share of Search among liquor retailers in New Zealand peaked at 57.9% in December 2025 and was lowest at 51.7% in February 2026.
- Across the 12 months ending August 2026, Super Liquor’s estimated Share of Search among liquor retailers in New Zealand peaked at 43.4% in June 2026 and was lowest at 37.9% in January 2026.
- Across the 12 months ending August 2026, The Bottle-O’s estimated Share of Search among liquor retailers in New Zealand peaked at 5.6% in February 2026 and was lowest at 3.2% in August 2026.
- Across the 12 months ending August 2026, The Bottle-O and The Trusts held steady: their estimated Share of Search among liquor retailers in New Zealand each moved less than 0.5 percentage points.

## What changed among liquor retailers in New Zealand?

- In August 2026, The Bottle-O lost estimated Share of Search among liquor retailers in New Zealand, from 3.8% to 3.2%.
- Estimated monthly branded searches for The Trusts in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in August 2026.
- Estimated monthly branded searches for Liquorland in New Zealand fell 18.2% over 12 measured months, from 74.1K to 60.6K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Liquorland | 53.1% | 60.6K | +0.1% | LIQUORLAND LIMITED |
| 2 | Super Liquor | 43.4% | 49.5K | 0.0% | SUPER LIQUOR HOLDINGS LIMITED |
| 3 | The Bottle-O | 3.2% | 3.6K | -18.1% | TASMAN LIQUOR COMPANY LIMITED |
| 4 | The Trusts | 0.34% | 390 | +21.9% | WEST AUCKLAND TRUST SERVICES LIMITED |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Liquorland | 74.1K | 57.7% | 1 |
| Sep 2025 | Super Liquor | 49.5K | 38.6% | 2 |
| Sep 2025 | The Bottle-O | 4.4K | 3.4% | 3 |
| Sep 2025 | The Trusts | 480 | 0.37% | 4 |
| Oct 2025 | Liquorland | 90.6K | 57.7% | 1 |
| Oct 2025 | Super Liquor | 60.5K | 38.5% | 2 |
| Oct 2025 | The Bottle-O | 5.4K | 3.4% | 3 |
| Oct 2025 | The Trusts | 480 | 0.31% | 4 |
| Nov 2025 | Liquorland | 90.6K | 57.3% | 1 |
| Nov 2025 | Super Liquor | 60.5K | 38.3% | 2 |
| Nov 2025 | The Bottle-O | 6.6K | 4.2% | 3 |
| Nov 2025 | The Trusts | 390 | 0.25% | 4 |
| Dec 2025 | Liquorland | 165K | 57.9% | 1 |
| Dec 2025 | Super Liquor | 110K | 38.6% | 2 |
| Dec 2025 | The Bottle-O | 9.9K | 3.5% | 3 |
| Dec 2025 | The Trusts | 320 | 0.11% | 4 |
| Jan 2026 | Liquorland | 74.1K | 56.7% | 1 |
| Jan 2026 | Super Liquor | 49.5K | 37.9% | 2 |
| Jan 2026 | The Bottle-O | 6.6K | 5.1% | 3 |
| Jan 2026 | The Trusts | 320 | 0.25% | 4 |
| Feb 2026 | Liquorland | 60.6K | 51.7% | 1 |
| Feb 2026 | Super Liquor | 49.5K | 42.2% | 2 |
| Feb 2026 | The Bottle-O | 6.6K | 5.6% | 3 |
| Feb 2026 | The Trusts | 480 | 0.41% | 4 |
| Mar 2026 | Liquorland | 74.1K | 57.2% | 1 |
| Mar 2026 | Super Liquor | 49.5K | 38.2% | 2 |
| Mar 2026 | The Bottle-O | 5.4K | 4.2% | 3 |
| Mar 2026 | The Trusts | 590 | 0.46% | 4 |
| Apr 2026 | Liquorland | 74.1K | 52.8% | 1 |
| Apr 2026 | Super Liquor | 60.5K | 43.1% | 2 |
| Apr 2026 | The Bottle-O | 5.4K | 3.9% | 3 |
| Apr 2026 | The Trusts | 320 | 0.23% | 4 |
| May 2026 | Liquorland | 74.1K | 57.7% | 1 |
| May 2026 | Super Liquor | 49.5K | 38.6% | 2 |
| May 2026 | The Bottle-O | 4.4K | 3.4% | 3 |
| May 2026 | The Trusts | 390 | 0.3% | 4 |
| Jun 2026 | Liquorland | 60.6K | 53.1% | 1 |
| Jun 2026 | Super Liquor | 49.5K | 43.4% | 2 |
| Jun 2026 | The Bottle-O | 3.6K | 3.2% | 3 |
| Jun 2026 | The Trusts | 320 | 0.28% | 4 |
| Jul 2026 | Liquorland | 60.6K | 52.8% | 1 |
| Jul 2026 | Super Liquor | 49.5K | 43.1% | 2 |
| Jul 2026 | The Bottle-O | 4.4K | 3.8% | 3 |
| Jul 2026 | The Trusts | 320 | 0.28% | 4 |
| Aug 2026 | Liquorland | 60.6K | 53.1% | 1 |
| Aug 2026 | Super Liquor | 49.5K | 43.4% | 2 |
| Aug 2026 | The Bottle-O | 3.6K | 3.2% | 3 |
| Aug 2026 | The Trusts | 390 | 0.34% | 4 |

## Compare two brands head-to-head

- [Liquorland vs Super Liquor](/demand/nz/compare/liquorland-vs-super-liquor): 53.1% against 43.4% Share of Search.
- [Liquorland vs The Bottle-O](/demand/nz/compare/liquorland-vs-the-bottle-o): 53.1% against 3.2% Share of Search.
- [Super Liquor vs The Bottle-O](/demand/nz/compare/super-liquor-vs-the-bottle-o): 43.4% against 3.2% Share of Search.

## What is being compared

- **Liquorland**: Measured on the search terms “Liquorland”, “liquorland beer”, “liquorland liquor store” and “liquorland wine”, summed into one figure.
- **Super Liquor**: Measured on the search terms “Super Liquor”, “super liquor beer” and “super liquor liquor store”, summed into one figure.
- **The Bottle-O**: Measured on the search terms “the bottle o liquor store” and “The Bottle-O”, summed into one figure.
- **The Trusts**: Measured on the search term “The Trusts”.

- [Liquorland](/demand/nz/brands/liquorland)
- [Super Liquor](/demand/nz/brands/super-liquor)
- [The Bottle-O](/demand/nz/brands/the-bottle-o)
- [The Trusts](/demand/nz/brands/the-trusts)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Liquorland, Super Liquor, The Bottle-O and The Trusts using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Liquor Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-liquor-retailers

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-liquor-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.