Brandwave

Emerson's vs McLeod’s Brewery:Which is more popular?

In September 2026, Emerson's had more branded searches than McLeod’s Brewery among craft beer brands in New Zealand. Emerson's had about 10,200 branded searches, while McLeod’s Brewery had 620. Emerson's made up 37.8% of all craft beer brand searches we track, and McLeod’s Brewery accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about craft beer brands, Emerson's appeared in four of the five answers and McLeod’s Brewery in two. Emerson's was mentioned before McLeod’s Brewery in every answer that named either.

Among craft beer brands in New Zealand in September 2026

Who do people search for more?

Emerson's, about 16 searches for every 1 for McLeod’s Brewery

Emerson's 10.2K searchesMcLeod’s Brewery 620 searches

Who does AI mention more?

Emerson's, mentioned in 4 of 5 answers, McLeod’s Brewery in 2

Emerson's in 4 of 5McLeod’s Brewery in 2 of 5

Who does AI recommend more?

Emerson's, named ahead of McLeod’s Brewery in 4 of 4 answers

Emerson's first in 4McLeod’s Brewery never first

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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. McLeod’s Brewery was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Emerson's was listed before McLeod’s Brewery in every answer that named either.

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 McLeod’s Brewery more popular in search?

This chart shows how often people search Google for Emerson's and McLeod’s Brewery 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 McLeod’s Brewery among craft beer brands in New Zealand, by month

Share of searches by month for Emerson's, 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%

How has the Emerson's and McLeod’s Brewery comparison changed over the last 12 months?

3 findings

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

1 change

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

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Emerson's’ and McLeod’s Brewery’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

McLeod’s Brewery

2 branded search terms

  • mcleod's brewery
  • mcleods beer

How the Brand Demand Index is measured

Other head-to-heads among craft beer brands

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