Brandwave

Hard To Find Whisky vs The Whisky Exchange:Which is more popular?

In September 2026, The Whisky Exchange had more branded searches than Hard To Find Whisky among whisky retailers in the United Kingdom. The Whisky Exchange had about 14,800 branded searches, while Hard To Find Whisky had 2,900. The Whisky Exchange made up 14.4% of all whisky retailer searches we track, and Hard To Find Whisky accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about whisky retailers, The Whisky Exchange appeared in three of the five answers and Hard To Find Whisky in one. The Whisky Exchange was mentioned before Hard To Find Whisky in every answer.

Among whisky retailers in the United Kingdom in September 2026

Who do people search for more?

The Whisky Exchange, about 5 searches for every 1 for Hard To Find Whisky

The Whisky Exchange 14.8K searchesHard To Find Whisky 2.9K searches

Who does AI mention more?

The Whisky Exchange, mentioned in 3 of 5 answers, Hard To Find Whisky in 1

The Whisky Exchange in 3 of 5Hard To Find Whisky in 1 of 5

Who does AI recommend more?

The Whisky Exchange, named ahead of Hard To Find Whisky in every answer

The Whisky Exchange first in 3Hard To Find Whisky never first

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Top whisky retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Whisky Exchange 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. The Whisky Exchange was listed before Hard To Find Whisky in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Master of Malt1st
  2. The Whisky Exchange2nd
  3. The Whisky Shop3rd
  4. Royal Mile Whiskies3rd
  5. Hard To Find Whisky5th
  6. Amathus–

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

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 Hard To Find Whisky or The Whisky Exchange more popular in search?

This chart shows how often people search Google for Hard To Find Whisky 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.

Hard To Find Whisky and The Whisky Exchange among whisky retailers in the United Kingdom, by month

Share of searches by month for The Whisky Exchange, Hard To Find Whisky. The figures are in the table below the chart.

View monthly share of searches table
MonthMaster of MaltThe Whisky ShopThe Whisky ExchangeRoyal Mile WhiskiesHard To Find WhiskyAmathus
Oct 202543.5%23.8%19.4%8.7%2.6%2%
Nov 202555.6%16.7%16.7%7.4%2.2%1.4%
Dec 202551.6%18.9%18.9%6.9%2%1.7%
Jan 202645.5%20.3%20.3%9.1%2.6%2.2%
Feb 202640.6%22.2%22.2%9.9%2.8%2.4%
Mar 202642.7%23.3%19.1%10.4%2.4%2.1%
Apr 202644.2%24.2%16.2%10.8%2.5%2.1%
May 202639.6%26.6%14.5%14.5%2.9%1.9%
Jun 202641.7%22.8%15.2%15.2%3%2%
Jul 202636.9%24.7%16.5%16.5%3.3%2.2%
Aug 202638.2%25.6%14%17.1%3.3%1.8%
Sep 202648%21.5%14.4%11.7%2.8%1.6%

How has the Hard To Find Whisky and The Whisky Exchange comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Hard To Find Whisky lost share of searches among whisky retailers in the United Kingdom, from 3.3% to 2.8%.

  2. 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 Hard To Find Whisky’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.

Hard To Find Whisky

1 branded search term

  • hard to find whisky

The Whisky Exchange

1 branded search term

  • the whisky exchange

How the Brand Demand Index is measured

Other head-to-heads among whisky retailers

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