How popular isGlenfiddich?
In September 2026, people searched for Glenfiddich by name about 22,200 times in the United Kingdom, an 18.1% decrease from the previous year. These searches made up 13.2% of all United Kingdom whisky brand searches, placing Glenfiddich third out of nine brands. When we asked both ChatGPT and Google AI Overviews about whisky brands, Glenfiddich appeared in one of the five answers and was the fifth most recommended of the nine.
Glenfiddich is the third most searched of 9 competitors and the fifth most recommended in AI answers.
Jack Daniel'sShare of searches 24.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
TaliskerShare of searches 24.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
GlenfiddichShare of searches 13.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
GlenmorangieShare of searches 10.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Johnnie WalkerShare of searches 8.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
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Top whisky brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Glenfiddich was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Glenfiddich is the fifth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Glenmorangie3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Johnnie Walker2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jameson2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Jack Daniel's1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Glenfiddich1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Laphroaig1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Monkey Shoulder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Talisker0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Famous Grouse0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about whisky brands
5 answers
Asked ChatGPT
“What's the best whisky for a beginner?”
Asked ChatGPT
“Which Scotch whisky is best value in the UK?”
Asked ChatGPT
“What's a good single malt to give as a gift?”
Searched Google, AI Overview
“whisky brands”
Searched Google, AI Overview
“best scotch whisky”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which whisky brands compete with Glenfiddich?
Share of searches by month for Jack Daniel's, Talisker, Glenfiddich, Glenmorangie, Johnnie Walker, Laphroaig, Monkey Shoulder, Jameson. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jack Daniel's | Talisker | Glenfiddich | Glenmorangie | Johnnie Walker | Laphroaig | Monkey Shoulder | Jameson | The Famous Grouse |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 13.3% | 13.3% | 10.9% | 13.3% | 7.3% | 4.9% | 6% | 1.2% |
| Nov 2025 | 35.8% | 7.2% | 16% | 10.7% | 8.8% | 7.2% | 5.9% | 7.2% | 1.4% |
| Dec 2025 | 36.3% | 4.9% | 16.3% | 10.9% | 10.9% | 7.3% | 6% | 6% | 1.5% |
| Jan 2026 | 27.4% | 6.7% | 18.3% | 12.2% | 12.2% | 8.2% | 6.7% | 6.7% | 1.6% |
| Feb 2026 | 27.1% | 8.1% | 14.8% | 12.1% | 14.8% | 8.1% | 6.6% | 6.6% | 1.6% |
| Mar 2026 | 29.8% | 13.3% | 13.3% | 10.9% | 10.9% | 7.3% | 6% | 7.3% | 1.4% |
| Apr 2026 | 26.3% | 17.6% | 14.4% | 11.8% | 9.6% | 7.9% | 5.3% | 5.3% | 1.9% |
| May 2026 | 21.6% | 26.4% | 11.8% | 14.5% | 7.9% | 7.9% | 4.3% | 4.3% | 1.3% |
| Jun 2026 | 26.8% | 22% | 12% | 12% | 9.8% | 6.6% | 4.4% | 5.4% | 1% |
| Jul 2026 | 24.5% | 24.5% | 13.4% | 10.9% | 10.9% | 6% | 4% | 4.9% | 0.97% |
| Aug 2026 | 23.7% | 23.7% | 13% | 13% | 8.7% | 7.1% | 4.7% | 4.7% | 1.4% |
| Sep 2026 | 24.1% | 24.1% | 13.2% | 10.8% | 8.8% | 7.2% | 5.9% | 4.8% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 24.1% | 40.5K | 0% | +0.4 points | |
| 2, held 2nd | 24.1% | 40.5K | 0% | +0.4 points | |
| 3, held 3rd | 13.2% | 22.2K | 0% | +0.2 points | |
| 4, held 4th | 10.8% | 18.1K | -18.5% | -2.2 points | |
| 5, held 5th | 8.8% | 14.8K | 0% | +0.1 points | |
| 6, held 6th | 7.2% | 12.1K | 0% | +0.1 points | |
| 7, moved from 8th to 7th | 5.9% | 9.9K | +22.2% | +1.1 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 4.8% | 8.1K | 0% | +0.1 pointsmoved from 7th to 8th | |
| 9, held 9th | 1.1% | 1.9K | -20.8% | -0.3 points |
24.1%
Held 1st. 40.5K estimated branded searches, 0% vs prior month. Share +0.4 points.
2.
Talisker24.1%
Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share +0.4 points.
13.2%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
10.8%
Held 4th. 18.1K estimated branded searches, -18.5% vs prior month. Share -2.2 points.
8.8%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.2%
Held 6th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.9%
Moved from 8th to 7th. 9.9K estimated branded searches, +22.2% vs prior month. Share +1.1 points.
8.
Jameson4.8%
Moved from 7th to 8th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
1.1%
Held 9th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.
Compare popularity between Glenfiddich and its closest rivals
Every comparison with Glenfiddich
8 comparisons
How has branded search demand for Glenfiddich changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Glenfiddich in the United Kingdom fell from 27.1K to 22.2K.
- Across the 12 months ending September 2026, Glenfiddich’s share of searches among whisky brands in the United Kingdom peaked at 18.3% in January 2026 and was lowest at 11.8% in May 2026.
- Across the 12 months ending September 2026, Glenfiddich fell from 2nd to 3rd among whisky brands in the United Kingdom.
How did search popularity change for United Kingdom whisky brands in September 2026?
6 changes
In September 2026, Monkey Shoulder overtook Jameson to rank 7th among whisky brands in the United Kingdom, with 5.9% of the searches.
In September 2026, Glenmorangie lost share of searches among whisky brands in the United Kingdom, from 13% to 10.8%.
Estimated monthly branded searches for Talisker in the United Kingdom rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.
Estimated monthly branded searches for Johnnie Walker in the United Kingdom fell 45.4% over 12 measured months, from 27.1K to 14.8K in September 2026.
Estimated monthly branded searches for Jack Daniel's in the United Kingdom fell 33.1% over 12 measured months, from 60.5K to 40.5K in September 2026.
Estimated monthly branded searches for Jameson in the United Kingdom fell 33.1% over 12 measured months, from 12.1K to 8.1K in September 2026.
How are Glenfiddich’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Glenfiddich’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.
- glenfiddich
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