Online wine retailers in the United Kingdom:Which are most popular?
In September 2026, Majestic Wine was the most searched online wine retailer in the United Kingdom, accounting for 38.7% of all searches among the seven retailers we track. When we checked with ChatGPT and Google AI Overviews, Majestic Wine, The Wine Society and Laithwaites were mentioned most often, in four of the five answers. The Wine Society was recommended most often, coming first in two out of four responses that gave a list.
Majestic WineShare of searches 38.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
The Wine SocietyShare of searches 21.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
LaithwaitesShare of searches 9.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Naked WinesShare of searches 9.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Virgin WinesShare of searches 9.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top online wine retailers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Majestic Wine, The Wine Society and Laithwaites were mentioned most often, in four of the five answers. The Wine Society was recommended most often, coming first in two out of four answers that gave a list. Majestic Wine was second, and Laithwaites was third.
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.
- Majestic Wine4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Wine Society4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Laithwaites4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Naked Wines2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Berry Bros. & Rudd2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Waitrose Cellar2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Virgin Wines1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online wine retailers
5 answers
Asked ChatGPT
“Where should I buy wine online in the UK?”
Asked ChatGPT
“What are the best online wine retailers in the UK?”
Asked ChatGPT
“Which UK wine delivery service has the best value cases?”
Searched Google, AI Overview
“wine delivery”
Searched Google, AI Overview
“buy wine online”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which online wine retailers do people search for most?
This chart shows how often people search Google for each online wine retailer by name. Each line represents a brand's share of searches for all seven online wine retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Majestic Wine, The Wine Society, Laithwaites, Naked Wines, Virgin Wines, Berry Bros. & Rudd, Waitrose Cellar. The figures are in the table below the chart.
View monthly share of searches table
| Month | Majestic Wine | The Wine Society | Laithwaites | Naked Wines | Virgin Wines | Berry Bros. & Rudd | Waitrose Cellar |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.8% | 18.7% | 10.3% | 10.3% | 8.4% | 6.9% | 3.7% |
| Nov 2025 | 41.3% | 18.5% | 12.4% | 10.2% | 8.3% | 5.6% | 3.7% |
| Dec 2025 | 46.8% | 17.2% | 11.5% | 7.7% | 7.7% | 6.3% | 2.8% |
| Jan 2026 | 37.9% | 20.9% | 11.4% | 9.3% | 9.3% | 7.7% | 3.4% |
| Feb 2026 | 35.4% | 23.7% | 10.6% | 10.6% | 8.7% | 7.1% | 3.9% |
| Mar 2026 | 35% | 23.5% | 10.5% | 10.5% | 8.6% | 7.1% | 4.7% |
| Apr 2026 | 38.9% | 21.4% | 11.7% | 7.8% | 9.6% | 6.4% | 4.3% |
| May 2026 | 41.1% | 22.5% | 10.1% | 8.3% | 6.8% | 6.8% | 4.5% |
| Jun 2026 | 44.1% | 19.8% | 8.9% | 8.9% | 7.3% | 7.3% | 4% |
| Jul 2026 | 40.7% | 22.4% | 8.2% | 10% | 8.2% | 6.7% | 3.7% |
| Aug 2026 | 44.4% | 19.9% | 8.9% | 7.3% | 7.3% | 7.3% | 4.9% |
| Sep 2026 | 38.7% | 21.3% | 9.5% | 9.5% | 9.5% | 7.8% | 3.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38.7% | 110K | -18.5% | -5.7 points | |
| 2, held 2nd | 21.3% | 60.5K | 0% | +1.4 points | |
| 3, held 3rd | 9.5% | 27.1K | 0% | +0.6 points | |
| 4, moved from 5th to 4th | 9.5% | 27.1K | +22.1% | +2.2 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 9.5% | 27.1K | +22.1% | +2.2 pointsmoved from 6th to 5th | |
| 6, moved from 4th to 6th | 7.8% | 22.2K | 0% | +0.5 pointsmoved from 4th to 6th | |
| 7, held 7th | 3.5% | 9.9K | -33.1% | -1.4 points |
38.7%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -5.7 points.
21.3%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +1.4 points.
9.5%
Held 3rd. 27.1K estimated branded searches, 0% vs prior month. Share +0.6 points.
9.5%
Moved from 5th to 4th. 27.1K estimated branded searches, +22.1% vs prior month. Share +2.2 points.
9.5%
Moved from 6th to 5th. 27.1K estimated branded searches, +22.1% vs prior month. Share +2.2 points.
7.8%
Moved from 4th to 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.5 points.
3.5%
Held 7th. 9.9K estimated branded searches, -33.1% vs prior month. Share -1.4 points.
Which brand is most popular in search among online wine retailers in the United Kingdom?
7 brands
In September 2026, Majestic Wine was the most searched among online wine retailers in the United Kingdom, with an estimated 110K branded searches, 38.7% of all searches for the seven we track. The Wine Society is in 2nd place, 17.4 percentage points behind at 21.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Majestic Wine | 41.8% → 38.7% | 46.8%Dec 2025 | 35%Mar 2026 | 1st |
| The Wine Society | 18.7% → 21.3% | 23.7%Feb 2026 | 17.2%Dec 2025 | 2nd |
| Laithwaites | 10.3% → 9.5% | 12.4%Nov 2025 | 8.2%Jul 2026 | 3rd |
| Naked Wines | 10.3% → 9.5% | 10.6%Feb 2026 | 7.3%Aug 2026 | 4th |
| Virgin Wines | 8.4% → 9.5% | 9.6%Apr 2026 | 6.8%May 2026 | 5th |
| Berry Bros. & Rudd | 6.9% → 7.8% | 7.8%Sep 2026 | 5.6%Nov 2025 | 6th |
| Waitrose Cellar | 3.7% → 3.5% | 4.9%Aug 2026 | 2.8%Dec 2025 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, Majestic Wine’s share of searches among online wine retailers in the United Kingdom decreased from 41.8% to 38.7%.
- Across the 12 months ending September 2026, The Wine Society’s share of searches among online wine retailers in the United Kingdom increased from 18.7% to 21.3%.
- Across the 12 months ending September 2026, Laithwaites’ share of searches among online wine retailers in the United Kingdom decreased from 10.3% to 9.5%.
- Across the 12 months ending September 2026, Naked Wines’ share of searches among online wine retailers in the United Kingdom decreased from 10.3% to 9.5%.
- Across the 12 months ending September 2026, Virgin Wines’ share of searches among online wine retailers in the United Kingdom increased from 8.4% to 9.5%.
- Across the 12 months ending September 2026, Berry Bros. & Rudd’s share of searches among online wine retailers in the United Kingdom increased from 6.9% to 7.8%.
- Across the 12 months ending September 2026, Majestic Wine’s share of searches among online wine retailers in the United Kingdom peaked at 46.8% in December 2025 and was lowest at 35% in March 2026.
- Across the 12 months ending September 2026, The Wine Society’s share of searches among online wine retailers in the United Kingdom peaked at 23.7% in February 2026 and was lowest at 17.2% in December 2025.
- Across the 12 months ending September 2026, Laithwaites’ share of searches among online wine retailers in the United Kingdom peaked at 12.4% in November 2025 and was lowest at 8.2% in July 2026.
- Across the 12 months ending September 2026, Naked Wines’ share of searches among online wine retailers in the United Kingdom peaked at 10.6% in February 2026 and was lowest at 7.3% in August 2026.
- Across the 12 months ending September 2026, Virgin Wines’ share of searches among online wine retailers in the United Kingdom peaked at 9.6% in April 2026 and was lowest at 6.8% in May 2026.
- Across the 12 months ending September 2026, Berry Bros. & Rudd’s share of searches among online wine retailers in the United Kingdom peaked at 7.8% in September 2026 and was lowest at 5.6% in November 2025.
- Across the 12 months ending September 2026, Waitrose Cellar’s share of searches among online wine retailers in the United Kingdom peaked at 4.9% in August 2026 and was lowest at 2.8% in December 2025.
- Across the 12 months ending September 2026, Waitrose Cellar held steady: its share of searches among online wine retailers in the United Kingdom moved less than 0.5 percentage points.
How did search popularity change for United Kingdom online wine retailers in September 2026?
7 changes
In September 2026, Naked Wines overtook Berry Bros. & Rudd to rank 4th among online wine retailers in the United Kingdom, with 9.5% of the searches.
In September 2026, Virgin Wines overtook Berry Bros. & Rudd to rank 5th among online wine retailers in the United Kingdom, with 9.5% of the searches.
In September 2026, The Wine Society gained share of searches among online wine retailers in the United Kingdom, from 19.9% to 21.3%.
In September 2026, Laithwaites gained share of searches among online wine retailers in the United Kingdom, from 8.9% to 9.5%.
In September 2026, Berry Bros. & Rudd gained share of searches among online wine retailers in the United Kingdom, from 7.3% to 7.8%.
In September 2026, Majestic Wine lost share of searches among online wine retailers in the United Kingdom, from 44.4% to 38.7%.
In September 2026, Waitrose Cellar lost share of searches among online wine retailers in the United Kingdom, from 4.9% to 3.5%.
How are branded searches counted for online wine retailers?
8 search terms
Each brand's share of searches among online wine retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Majestic Wine
1 branded search term
- majestic wine
The Wine Society
1 branded search term
- the wine society
Laithwaites
1 branded search term
- laithwaites
Naked Wines
1 branded search term
- naked wines
Virgin Wines
1 branded search term
- virgin wines
Berry Bros. & Rudd
2 branded search terms
- berry bros
- berry bros and rudd
Waitrose Cellar
1 branded search term
- waitrose cellar
Compare popularity between leading brands
- Majestic Wine vs The Wine Society: compare popularity
- Majestic Wine vs Laithwaites: compare popularity
- Majestic Wine vs Naked Wines: compare popularity
- Majestic Wine vs Virgin Wines: compare popularity
- The Wine Society vs Laithwaites: compare popularity
- The Wine Society vs Naked Wines: compare popularity
- The Wine Society vs Virgin Wines: compare popularity
- Laithwaites vs Naked Wines: compare popularity
- Laithwaites vs Virgin Wines: compare popularity
- Naked Wines vs Virgin Wines: compare popularity
- Compare any of these brands
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