Amathus vs Master of Malt:Which is more popular in the United Kingdom?
In September 2026, Master of Malt had more branded searches than Amathus among whisky retailers in the United Kingdom. Master of Malt had about 49,500 branded searches, while Amathus had 1,600. Master of Malt made up 48% of all whisky retailer searches we track, and Amathus accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about whisky retailers, Master of Malt appeared in three of the five answers and Amathus in none.
Who do people search for more?
Master of Malt, about 31 searches for every 1 for Amathus
Who does AI mention more?
Master of Malt, mentioned in 3 of 5 answers, Amathus in 0
Who does AI recommend more?
Master of Malt, the only one of the two named
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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. Amathus did not appear in any of the five 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 Amathus or Master of Malt more popular in search?
This chart shows how often people search Google for Amathus and Master of Malt 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, Amathus. 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 branded search for Amathus and Master of Malt changed in the United Kingdom over the last 12 months?
3 findings
- Master of Malt was ahead of Amathus in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Amathus’ share of searches among whisky retailers in the United Kingdom moved from 2% to 1.6%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- 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.
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%.
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 Amathus’ and Master of Malt’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Amathus’ and Master of Malt’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.
Amathus
1 branded search term
- amathus
Master of Malt
1 branded search term
- master of malt
Other head-to-heads among whisky retailers
- 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
- The Whisky Shop vs The Whisky Exchange: compare popularity
- The Whisky Shop vs Royal Mile Whiskies: compare popularity
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