---
title: "Whisky retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy whisky and other spirits from online. Share of Search among Master of Malt, The Whisky Shop, The Whisky Exchange, Royal Mile Whiskies, Hard To Find Whisky and Amathus, the whisky retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-whisky-retailers"
publisher: "Brandwave"
---

# Whisky retailers in the United Kingdom: Which are searched most?

Compare the shops people in the UK buy whisky and other spirits from online. Share of Search among Master of Malt, The Whisky Shop, The Whisky Exchange, Royal Mile Whiskies, Hard To Find Whisky and Amathus, the whisky retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Whisky retailers
- **Market**: United Kingdom
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Master of Malt, 48%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Master of Malt | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| The Whisky Exchange | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| The Whisky Shop | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| Royal Mile Whiskies | 3rd | 1 of 3 | 0 of 2 | 1 of 5 |
| Hard To Find Whisky | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Amathus | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about whisky retailers

- Asked ChatGPT "What's the best website to buy whisky in the UK?": 1. Master of Malt, 2. The Whisky Exchange, 3. Hard To Find Whisky
- Asked ChatGPT "Where can I buy rare or limited edition whisky in the UK?": 1. The Whisky Exchange, 2. Royal Mile Whiskies, 3. Master of Malt
- Asked ChatGPT "Which UK online shops are good for whisky gifts?": 1. Master of Malt, 2. The Whisky Shop, 3. The Whisky Exchange
- Searched Google, AI Overview "single malt whisky": 1. The Whisky Shop
- Searched Google, AI Overview "whisky gifts": named none of the brands we track

Not named in any answer: Amathus.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026.

## Compare search popularity between leading brands

- [Master of Malt vs The Whisky Shop: compare search popularity](/demand/uk/compare/master-of-malt-vs-the-whisky-shop): 48% against 21.5% Share of Search.
- [Master of Malt vs The Whisky Exchange: compare search popularity](/demand/uk/compare/master-of-malt-vs-the-whisky-exchange): 48% against 14.4% Share of Search.
- [Master of Malt vs Royal Mile Whiskies: compare search popularity](/demand/uk/compare/master-of-malt-vs-royal-mile-whiskies): 48% against 11.7% Share of Search.
- [Master of Malt vs Hard To Find Whisky: compare search popularity](/demand/uk/compare/hard-to-find-whisky-vs-master-of-malt): 48% against 2.8% Share of Search.
- [The Whisky Shop vs The Whisky Exchange: compare search popularity](/demand/uk/compare/the-whisky-exchange-vs-the-whisky-shop): 21.5% against 14.4% Share of Search.
- [The Whisky Shop vs Royal Mile Whiskies: compare search popularity](/demand/uk/compare/royal-mile-whiskies-vs-the-whisky-shop): 21.5% against 11.7% Share of Search.
- [The Whisky Shop vs Hard To Find Whisky: compare search popularity](/demand/uk/compare/hard-to-find-whisky-vs-the-whisky-shop): 21.5% against 2.8% Share of Search.
- [The Whisky Exchange vs Royal Mile Whiskies: compare search popularity](/demand/uk/compare/royal-mile-whiskies-vs-the-whisky-exchange): 14.4% against 11.7% Share of Search.
- [The Whisky Exchange vs Hard To Find Whisky: compare search popularity](/demand/uk/compare/hard-to-find-whisky-vs-the-whisky-exchange): 14.4% against 2.8% Share of Search.
- [Royal Mile Whiskies vs Hard To Find Whisky: compare search popularity](/demand/uk/compare/hard-to-find-whisky-vs-royal-mile-whiskies): 11.7% against 2.8% Share of Search.

## How did search popularity change for United Kingdom whisky retailers in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Master of Malt | 48% | 49.5K | +49.5% | Master of Malt |
| 2 | The Whisky Shop | 21.5% | 22.2K | 0.0% | The Whisky Shop |
| 3 | The Whisky Exchange | 14.4% | 14.8K | +22.3% | The Whisky Exchange |
| 4 | Royal Mile Whiskies | 11.7% | 12.1K | -18.2% | Royal Mile Whiskies |
| 5 | Hard To Find Whisky | 2.8% | 2.9K | 0.0% | Hard To Find Whisky |
| 6 | Amathus | 1.6% | 1.6K | 0.0% | Amathus Drinks |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Master of Malt | 40.5K | 43.5% | 1 |
| Oct 2025 | The Whisky Shop | 22.2K | 23.8% | 2 |
| Oct 2025 | The Whisky Exchange | 18.1K | 19.4% | 3 |
| Oct 2025 | Royal Mile Whiskies | 8.1K | 8.7% | 4 |
| Oct 2025 | Hard To Find Whisky | 2.4K | 2.6% | 5 |
| Oct 2025 | Amathus | 1.9K | 2% | 6 |
| Nov 2025 | Master of Malt | 74K | 55.6% | 1 |
| Nov 2025 | The Whisky Exchange | 22.2K | 16.7% | 2 |
| Nov 2025 | The Whisky Shop | 22.2K | 16.7% | 3 |
| Nov 2025 | Royal Mile Whiskies | 9.9K | 7.4% | 4 |
| Nov 2025 | Hard To Find Whisky | 2.9K | 2.2% | 5 |
| Nov 2025 | Amathus | 1.9K | 1.4% | 6 |
| Dec 2025 | Master of Malt | 74K | 51.6% | 1 |
| Dec 2025 | The Whisky Exchange | 27.1K | 18.9% | 2 |
| Dec 2025 | The Whisky Shop | 27.1K | 18.9% | 3 |
| Dec 2025 | Royal Mile Whiskies | 9.9K | 6.9% | 4 |
| Dec 2025 | Hard To Find Whisky | 2.9K | 2% | 5 |
| Dec 2025 | Amathus | 2.4K | 1.7% | 6 |
| Jan 2026 | Master of Malt | 33.1K | 45.5% | 1 |
| Jan 2026 | The Whisky Exchange | 14.8K | 20.3% | 2 |
| Jan 2026 | The Whisky Shop | 14.8K | 20.3% | 3 |
| Jan 2026 | Royal Mile Whiskies | 6.6K | 9.1% | 4 |
| Jan 2026 | Hard To Find Whisky | 1.9K | 2.6% | 5 |
| Jan 2026 | Amathus | 1.6K | 2.2% | 6 |
| Feb 2026 | Master of Malt | 27.1K | 40.6% | 1 |
| Feb 2026 | The Whisky Exchange | 14.8K | 22.2% | 2 |
| Feb 2026 | The Whisky Shop | 14.8K | 22.2% | 3 |
| Feb 2026 | Royal Mile Whiskies | 6.6K | 9.9% | 4 |
| Feb 2026 | Hard To Find Whisky | 1.9K | 2.8% | 5 |
| Feb 2026 | Amathus | 1.6K | 2.4% | 6 |
| Mar 2026 | Master of Malt | 33.1K | 42.7% | 1 |
| Mar 2026 | The Whisky Shop | 18.1K | 23.3% | 2 |
| Mar 2026 | The Whisky Exchange | 14.8K | 19.1% | 3 |
| Mar 2026 | Royal Mile Whiskies | 8.1K | 10.4% | 4 |
| Mar 2026 | Hard To Find Whisky | 1.9K | 2.4% | 5 |
| Mar 2026 | Amathus | 1.6K | 2.1% | 6 |
| Apr 2026 | Master of Malt | 33.1K | 44.2% | 1 |
| Apr 2026 | The Whisky Shop | 18.1K | 24.2% | 2 |
| Apr 2026 | The Whisky Exchange | 12.1K | 16.2% | 3 |
| Apr 2026 | Royal Mile Whiskies | 8.1K | 10.8% | 4 |
| Apr 2026 | Hard To Find Whisky | 1.9K | 2.5% | 5 |
| Apr 2026 | Amathus | 1.6K | 2.1% | 6 |
| May 2026 | Master of Malt | 33.1K | 39.6% | 1 |
| May 2026 | The Whisky Shop | 22.2K | 26.6% | 2 |
| May 2026 | Royal Mile Whiskies | 12.1K | 14.5% | 3 |
| May 2026 | The Whisky Exchange | 12.1K | 14.5% | 4 |
| May 2026 | Hard To Find Whisky | 2.4K | 2.9% | 5 |
| May 2026 | Amathus | 1.6K | 1.9% | 6 |
| Jun 2026 | Master of Malt | 33.1K | 41.7% | 1 |
| Jun 2026 | The Whisky Shop | 18.1K | 22.8% | 2 |
| Jun 2026 | Royal Mile Whiskies | 12.1K | 15.2% | 3 |
| Jun 2026 | The Whisky Exchange | 12.1K | 15.2% | 4 |
| Jun 2026 | Hard To Find Whisky | 2.4K | 3% | 5 |
| Jun 2026 | Amathus | 1.6K | 2% | 6 |
| Jul 2026 | Master of Malt | 27.1K | 36.9% | 1 |
| Jul 2026 | The Whisky Shop | 18.1K | 24.7% | 2 |
| Jul 2026 | Royal Mile Whiskies | 12.1K | 16.5% | 3 |
| Jul 2026 | The Whisky Exchange | 12.1K | 16.5% | 4 |
| Jul 2026 | Hard To Find Whisky | 2.4K | 3.3% | 5 |
| Jul 2026 | Amathus | 1.6K | 2.2% | 6 |
| Aug 2026 | Master of Malt | 33.1K | 38.2% | 1 |
| Aug 2026 | The Whisky Shop | 22.2K | 25.6% | 2 |
| Aug 2026 | Royal Mile Whiskies | 14.8K | 17.1% | 3 |
| Aug 2026 | The Whisky Exchange | 12.1K | 14% | 4 |
| Aug 2026 | Hard To Find Whisky | 2.9K | 3.3% | 5 |
| Aug 2026 | Amathus | 1.6K | 1.8% | 6 |
| Sep 2026 | Master of Malt | 49.5K | 48% | 1 |
| Sep 2026 | The Whisky Shop | 22.2K | 21.5% | 2 |
| Sep 2026 | The Whisky Exchange | 14.8K | 14.4% | 3 |
| Sep 2026 | Royal Mile Whiskies | 12.1K | 11.7% | 4 |
| Sep 2026 | Hard To Find Whisky | 2.9K | 2.8% | 5 |
| Sep 2026 | Amathus | 1.6K | 1.6% | 6 |

## What is being compared

- **Amathus**: Measured on the search term “amathus”.
- **Hard To Find Whisky**: Measured on the search term “hard to find whisky”.
- **Master of Malt**: Measured on the search term “master of malt”.
- **Royal Mile Whiskies**: Measured on the search term “royal mile whiskies”.
- **The Whisky Exchange**: Measured on the search term “the whisky exchange”.
- **The Whisky Shop**: Measured on the search term “the whisky shop”.

- [Amathus](/demand/uk/brands/amathus)
- [Hard To Find Whisky](/demand/uk/brands/hard-to-find-whisky)
- [Master of Malt](/demand/uk/brands/master-of-malt)
- [Royal Mile Whiskies](/demand/uk/brands/royal-mile-whiskies)
- [The Whisky Exchange](/demand/uk/brands/the-whisky-exchange)
- [The Whisky Shop](/demand/uk/brands/the-whisky-shop)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Whisky retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-whisky-retailers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-whisky-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.