Brandwave

Wine Central vs Wine Direct:Which is more popular?

In September 2026, Wine Central had more branded searches than Wine Direct among online wine retailers in New Zealand. Wine Central had about 590 branded searches, while Wine Direct had 320. Wine Central made up 4.6% of all online wine retailer searches we track, and Wine Direct accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about online wine retailers, Wine Direct appeared in four of the five answers and Wine Central in two. Wine Direct was mentioned before Wine Central in three out of four answers that named either.

Among online wine retailers in New Zealand in September 2026

Who do people search for more?

Wine Central, about 84% more searches than Wine Direct

Wine Central 590 searchesWine Direct 320 searches

Who does AI mention more?

Wine Direct, mentioned in 4 of 5 answers, Wine Central in 2

Wine Direct in 4 of 5Wine Central in 2 of 5

Who does AI recommend more?

Wine Direct, named ahead of Wine Central in 3 of 4 answers

Wine Direct first in 3Wine Central first in 1

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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 Central was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Wine Direct was listed before Wine Central in three out of four answers that named either.

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.

Is Wine Central or Wine Direct more popular in search?

This chart shows how often people search Google for Wine Central and Wine Direct by name. Each line represents a brand's share of searches for all ten online wine retailers we track, month by month, from searches in New Zealand.

Wine Central and Wine Direct among online wine retailers in New Zealand, by month

Share of searches by month for 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%

How has the Wine Central and Wine Direct comparison changed over the last 12 months?

3 findings

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

2 changes

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

  2. Estimated monthly branded searches for Wine Direct in New Zealand fell 33.3% over 12 measured months, from 480 to 320 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Wine Central’s and Wine Direct’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.

Wine Central

2 branded search terms

  • wine central
  • winecentral

Wine Direct

1 branded search term

  • wine direct

How the Brand Demand Index is measured

Other head-to-heads among online wine retailers

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