How popular isMaster of Malt?
In September 2026, people searched for Master of Malt by name about 49,500 times in the United Kingdom, a 22.2% increase from the previous year. These searches made up 48% of all United Kingdom whisky retailer searches, placing Master of Malt first out of six retailers. When we asked both ChatGPT and Google AI Overviews about whisky retailers, Master of Malt appeared in three of the five answers and was the most recommended of the six.
Master of Malt is the most searched of 6 competitors and the most recommended in AI answers.
Master of MaltShare of searches 48%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
The Whisky ShopShare of searches 21.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
The Whisky ExchangeShare of searches 14.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Royal Mile WhiskiesShare of searches 11.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
Hard To Find WhiskyShare of searches 2.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top whisky retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Master of Malt was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Master of Malt is the most recommended of the six.
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.
- Master of Malt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Whisky Exchange3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Whisky Shop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Royal Mile Whiskies1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hard To Find Whisky1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amathus0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about whisky retailers
5 answers
Asked ChatGPT
“What's the best website to buy whisky in the UK?”
Asked ChatGPT
“Where can I buy rare or limited edition whisky in the UK?”
Asked ChatGPT
“Which UK online shops are good for whisky gifts?”
Searched Google, AI Overview
“single malt whisky”
Searched Google, AI Overview
“whisky gifts”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.
Which whisky retailers compete with Master of Malt?
Share of searches by month for Master of Malt, The Whisky Shop, The Whisky Exchange, Royal Mile Whiskies, Hard To Find Whisky. The figures are in the table below the chart.
View monthly share of searches table
| Month | Master of Malt | The Whisky Shop | The Whisky Exchange | Royal Mile Whiskies | Hard To Find Whisky | Amathus |
|---|---|---|---|---|---|---|
| Oct 2025 | 43.5% | 23.8% | 19.4% | 8.7% | 2.6% | 2% |
| Nov 2025 | 55.6% | 16.7% | 16.7% | 7.4% | 2.2% | 1.4% |
| Dec 2025 | 51.6% | 18.9% | 18.9% | 6.9% | 2% | 1.7% |
| Jan 2026 | 45.5% | 20.3% | 20.3% | 9.1% | 2.6% | 2.2% |
| Feb 2026 | 40.6% | 22.2% | 22.2% | 9.9% | 2.8% | 2.4% |
| Mar 2026 | 42.7% | 23.3% | 19.1% | 10.4% | 2.4% | 2.1% |
| Apr 2026 | 44.2% | 24.2% | 16.2% | 10.8% | 2.5% | 2.1% |
| May 2026 | 39.6% | 26.6% | 14.5% | 14.5% | 2.9% | 1.9% |
| Jun 2026 | 41.7% | 22.8% | 15.2% | 15.2% | 3% | 2% |
| Jul 2026 | 36.9% | 24.7% | 16.5% | 16.5% | 3.3% | 2.2% |
| Aug 2026 | 38.2% | 25.6% | 14% | 17.1% | 3.3% | 1.8% |
| Sep 2026 | 48% | 21.5% | 14.4% | 11.7% | 2.8% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48% | 49.5K | +49.5% | +9.8 points | |
| 2, held 2nd | 21.5% | 22.2K | 0% | -4.1 points | |
| 3, moved from 4th to 3rd | 14.4% | 14.8K | +22.3% | +0.4 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 11.7% | 12.1K | -18.2% | -5.3 pointsmoved from 3rd to 4th | |
| 5, held 5th | 2.8% | 2.9K | 0% | -0.5 points | |
| 6, held 6th | 1.6% | 1.6K | 0% | -0.3 points |
48%
Held 1st. 49.5K estimated branded searches, +49.5% vs prior month. Share +9.8 points.
21.5%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -4.1 points.
14.4%
Moved from 4th to 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.4 points.
11.7%
Moved from 3rd to 4th. 12.1K estimated branded searches, -18.2% vs prior month. Share -5.3 points.
2.8%
Held 5th. 2.9K estimated branded searches, 0% vs prior month. Share -0.5 points.
6.
Amathus1.6%
Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share -0.3 points.
Compare popularity between Master of Malt and its closest rivals
- Master of Malt vs The Whisky Shop: compare popularity
- Master of Malt vs The Whisky Exchange: compare popularity
- Master of Malt vs Royal Mile Whiskies: compare popularity
- Master of Malt vs Hard To Find Whisky: compare popularity
- Master of Malt vs Amathus: compare popularity
- Compare Master of Malt with any brand
Every comparison with Master of Malt
5 comparisons
How has branded search demand for Master of Malt changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Master of Malt in the United Kingdom rose from 40.5K to 49.5K.
- Across the 12 months ending September 2026, Master of Malt’s share of searches among whisky retailers in the United Kingdom increased from 43.5% to 48%.
- Across the 12 months ending September 2026, Master of Malt’s share of searches among whisky retailers in the United Kingdom peaked at 55.6% in November 2025 and was lowest at 36.9% in July 2026.
How did search popularity change for United Kingdom whisky retailers in September 2026?
6 changes
In September 2026, Master of Malt gained share of searches among whisky retailers in the United Kingdom, from 38.2% to 48%.
In September 2026, Royal Mile Whiskies lost share of searches among whisky retailers in the United Kingdom, from 17.1% to 11.7%.
In September 2026, The Whisky Shop lost share of searches among whisky retailers in the United Kingdom, from 25.6% to 21.5%.
In September 2026, Hard To Find Whisky lost share of searches among whisky retailers in the United Kingdom, from 3.3% to 2.8%.
In September 2026, The Whisky Exchange rose from 4th to 3rd among whisky retailers in the United Kingdom.
Estimated monthly branded searches for Amathus in the United Kingdom fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are Master of Malt’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Master of Malt’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.
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