Whisky retailers in the United Kingdom:Which are most popular?

Name: Whisky retailers in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Master of Malt was the most searched whisky retailer in the United Kingdom, accounting for 48% of all searches among the six retailers we track. When we checked with ChatGPT and Google AI Overviews, Master of Malt and The Whisky Exchange were mentioned most often, in three of the five answers. Master of Malt was recommended most often, coming first in two out of three responses that gave a list.

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Top whisky retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Master of Malt and The Whisky Exchange were mentioned most often, in three of the five answers. Master of Malt was recommended most often, coming first in two out of three answers that gave a list. The Whisky Exchange was second, and The Whisky Shop and Royal Mile Whiskies tied for third. Amathus, which ranked sixth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Master of Malt	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
The Whisky Exchange	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
The Whisky Shop	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Royal Mile Whiskies	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Hard To Find Whisky	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Amathus	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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”
1. 1The Whisky Shop
Searched Google, AI Overview
“whisky gifts”

Not named in any answer:

Amathus

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.

Which whisky retailers do people search for most?

This chart shows how often people search Google for each whisky retailer by name. Each line represents a brand's share of searches for all six whisky retailers we track, month by month, from searches in United Kingdom.

Share of searches among whisky retailers in the United Kingdom, by month

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	Master of Malt	48%	49.5K	+49.5%	+9.8 points
2, held 2nd	The Whisky Shop	21.5%	22.2K	0%	-4.1 points
3, moved from 4th to 3rd	The Whisky Exchange	14.4%	14.8K	+22.3%	+0.4 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Royal Mile Whiskies	11.7%	12.1K	-18.2%	-5.3 pointsmoved from 3rd to 4th
5, held 5th	Hard To Find Whisky	2.8%	2.9K	0%	-0.5 points
6, held 6th	Amathus	1.6%	1.6K	0%	-0.3 points

1.Master of Malt
48%
Held 1st. 49.5K estimated branded searches, +49.5% vs prior month. Share +9.8 points.
2.The Whisky Shop
21.5%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -4.1 points.
3.The Whisky Exchange
14.4%
Moved from 4th to 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.4 points.
4.Royal Mile Whiskies
11.7%
Moved from 3rd to 4th. 12.1K estimated branded searches, -18.2% vs prior month. Share -5.3 points.
5.Hard To Find Whisky
2.8%
Held 5th. 2.9K estimated branded searches, 0% vs prior month. Share -0.5 points.
6.Amathus
1.6%
Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share -0.3 points.

Which brand is most popular in search among whisky retailers in the United Kingdom?

6 brands

In September 2026, Master of Malt was the most searched among whisky retailers in the United Kingdom, with an estimated 49.5K branded searches, 48% of all searches for the six we track. The Whisky Shop is in 2nd place, 26.5 percentage points behind at 21.5%.

United Kingdom whisky retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Master of Malt	43.5% → 48%	55.6%Nov 2025	36.9%Jul 2026	1st
The Whisky Shop	23.8% → 21.5%	26.6%May 2026	16.7%Nov 2025	2nd
The Whisky Exchange	19.4% → 14.4%	22.2%Feb 2026	14%Aug 2026	3rd
Royal Mile Whiskies	8.7% → 11.7%	17.1%Aug 2026	6.9%Dec 2025	4th
Hard To Find Whisky	2.6% → 2.8%	3.3%Aug 2026	2%Dec 2025	5th
Amathus	2% → 1.6%	2.4%Feb 2026	1.4%Nov 2025	6th

Each finding as a sentence

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, The Whisky Shop’s share of searches among whisky retailers in the United Kingdom decreased from 23.8% to 21.5%.
Across the 12 months ending September 2026, The Whisky Exchange’s share of searches among whisky retailers in the United Kingdom decreased from 19.4% to 14.4%.
Across the 12 months ending September 2026, Royal Mile Whiskies’ share of searches among whisky retailers in the United Kingdom increased from 8.7% to 11.7%.
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.
Across the 12 months ending September 2026, The Whisky Shop’s share of searches among whisky retailers in the United Kingdom peaked at 26.6% in May 2026 and was lowest at 16.7% in November 2025.
Across the 12 months ending September 2026, The Whisky Exchange’s share of searches among whisky retailers in the United Kingdom peaked at 22.2% in February 2026 and was lowest at 14% in August 2026.
Across the 12 months ending September 2026, Royal Mile Whiskies’ share of searches among whisky retailers in the United Kingdom peaked at 17.1% in August 2026 and was lowest at 6.9% in December 2025.
Across the 12 months ending September 2026, Hard To Find Whisky’s share of searches among whisky retailers in the United Kingdom peaked at 3.3% in August 2026 and was lowest at 2% in December 2025.
Across the 12 months ending September 2026, Hard To Find Whisky and Amathus held steady: their share of searches among whisky retailers in the United Kingdom each moved less than 0.5 percentage points.

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 branded searches counted for whisky retailers?

6 search terms

Each brand's share of searches among whisky 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.