Master of Malt vs The Whisky Exchange:Which is more popular?
In September 2026, Master of Malt had more branded searches than The Whisky Exchange among whisky retailers in the United Kingdom. Master of Malt had about 49,500 branded searches, while The Whisky Exchange had 14,800. Master of Malt made up 48% of all whisky retailer searches we track, and The Whisky Exchange accounted for 14.4%. When we asked ChatGPT and Google AI Overviews about whisky retailers, Master of Malt and The Whisky Exchange each appeared in three of the five answers. Master of Malt was mentioned before The Whisky Exchange in two out of three answers.
Who do people search for more?
Master of Malt, about 3 searches for every 1 for The Whisky Exchange
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Master of Malt, named ahead of The Whisky Exchange in 2 of 3 answers
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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 and The Whisky Exchange were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Master of Malt was listed before The Whisky Exchange in two out of three answers.
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.
Is Master of Malt or The Whisky Exchange more popular in search?
This chart shows how often people search Google for Master of Malt and The Whisky Exchange 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 by month for Master of Malt, The Whisky Exchange. 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% |
How has the Master of Malt and The Whisky Exchange comparison changed over the last 12 months?
3 findings
- Master of Malt was ahead of The Whisky Exchange in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Master of Malt’s share of searches among whisky retailers in the United Kingdom moved from 43.5% to 48%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
- Across the 12 months ending September 2026, The Whisky Exchange’s share of searches among whisky retailers in the United Kingdom moved from 19.4% to 14.4%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for United Kingdom whisky retailers in September 2026?
2 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, The Whisky Exchange rose from 4th to 3rd among whisky retailers in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Master of Malt’s and The Whisky Exchange’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Master of Malt
1 branded search term
- master of malt
The Whisky Exchange
1 branded search term
- the whisky exchange
Other head-to-heads among whisky retailers
- Master of Malt vs The Whisky Shop: compare popularity
- Master of Malt vs Royal Mile Whiskies: compare popularity
- Master of Malt vs Hard To Find Whisky: compare popularity
- The Whisky Shop vs The Whisky Exchange: compare popularity
- The Whisky Shop vs Royal Mile Whiskies: compare popularity
- The Whisky Shop vs Hard To Find Whisky: compare popularity
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