--- title: "Hard To Find Whisky vs Master of Malt: Which is searched more in the United Kingdom?" description: "Is Hard To Find Whisky or Master of Malt more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Whisky retailers set in the United Kingdom. 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/compare/hard-to-find-whisky-vs-master-of-malt" publisher: "Brandwave" --- # Hard To Find Whisky vs Master of Malt: Which is searched more in the United Kingdom? Is Hard To Find Whisky or Master of Malt more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Whisky retailers set in the United Kingdom. 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 - **Compared**: Hard To Find Whisky and Master of Malt - **Competitive set**: Whisky retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Hard To Find Whisky Share of Search**: 2.8% - **Master of Malt Share of Search**: 48% ## Is Hard To Find Whisky or Master of Malt more popular in search? - In September 2026, Master of Malt had more branded searches than Hard To Find Whisky among whisky retailers in the United Kingdom. Master of Malt had about 49,500 branded searches, while Hard To Find Whisky had 2,900. Master of Malt made up 48% of all whisky retailer searches we track, and Hard To Find Whisky accounted for 2.8%. - Master of Malt was ahead of Hard To Find Whisky in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hard To Find Whisky’s share of searches among whisky retailers in the United Kingdom moved from 2.6% to 2.8%, and its estimated monthly branded searches moved from 2.4K to 2.9K. - 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. ## 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. Hard To Find Whisky was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Master of Malt was listed before Hard To Find Whisky in every answer. 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. ## 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, Hard To Find Whisky lost share of searches among whisky retailers in the United Kingdom, from 3.3% to 2.8%. ## Month by month | Month | Hard To Find Whisky estimated searches | Hard To Find Whisky Share of Search | Hard To Find Whisky rank | Master of Malt estimated searches | Master of Malt Share of Search | Master of Malt rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.4K | 2.6% | 5 | 40.5K | 43.5% | 1 | | Nov 2025 | 2.9K | 2.2% | 5 | 74K | 55.6% | 1 | | Dec 2025 | 2.9K | 2% | 5 | 74K | 51.6% | 1 | | Jan 2026 | 1.9K | 2.6% | 5 | 33.1K | 45.5% | 1 | | Feb 2026 | 1.9K | 2.8% | 5 | 27.1K | 40.6% | 1 | | Mar 2026 | 1.9K | 2.4% | 5 | 33.1K | 42.7% | 1 | | Apr 2026 | 1.9K | 2.5% | 5 | 33.1K | 44.2% | 1 | | May 2026 | 2.4K | 2.9% | 5 | 33.1K | 39.6% | 1 | | Jun 2026 | 2.4K | 3% | 5 | 33.1K | 41.7% | 1 | | Jul 2026 | 2.4K | 3.3% | 5 | 27.1K | 36.9% | 1 | | Aug 2026 | 2.9K | 3.3% | 5 | 33.1K | 38.2% | 1 | | Sep 2026 | 2.9K | 2.8% | 5 | 49.5K | 48% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Hard To Find Whisky’s 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. - **Hard To Find Whisky**: Measured on the search term “hard to find whisky”. - **Master of Malt**: Measured on the search term “master of malt”. - [Hard To Find Whisky profile](/demand/uk/brands/hard-to-find-whisky) - [Master of Malt profile](/demand/uk/brands/master-of-malt) - [All whisky retailers in the United Kingdom](/demand/uk/categories/uk-whisky-retailers): The set both shares are measured inside, 6 brands. ## 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 ### Is Hard To Find Whisky or Master of Malt more popular in search? In September 2026, Master of Malt had more branded searches than Hard To Find Whisky among whisky retailers in the United Kingdom. Master of Malt had about 49,500 branded searches, while Hard To Find Whisky had 2,900. Master of Malt made up 48% of all whisky retailer searches we track, and Hard To Find Whisky accounted for 2.8%. ## Cite this page Brandwave. "Hard To Find Whisky vs Master of Malt: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hard-to-find-whisky-vs-master-of-malt This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hard-to-find-whisky-vs-master-of-malt. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.