Naked Wines vs Waitrose Cellar:Which is more popular?
In September 2026, Naked Wines had more branded searches than Waitrose Cellar among online wine retailers in the United Kingdom. Naked Wines had about 27,100 branded searches, while Waitrose Cellar had 9,900. Naked Wines made up 9.5% of all online wine retailer searches we track, and Waitrose Cellar accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about online wine retailers, Naked Wines and Waitrose Cellar each appeared in two of the five answers. Naked Wines was mentioned before Waitrose Cellar in two out of three answers that named either.
Who do people search for more?
Naked Wines, about 3 searches for every 1 for Waitrose Cellar
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Naked Wines, named ahead of Waitrose Cellar in 2 of 3 answers
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Top online wine retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Naked Wines was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Waitrose Cellar was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Naked Wines was listed before Waitrose Cellar in two out of three answers that named either.
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.
Majestic Wine4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
The Wine Society4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Laithwaites4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Naked Wines2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Berry Bros. & Rudd2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Waitrose Cellar2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Virgin Wines1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online wine retailers
5 answers
Asked ChatGPT
“Where should I buy wine online in the UK?”
Asked ChatGPT
“What are the best online wine retailers in the UK?”
Asked ChatGPT
“Which UK wine delivery service has the best value cases?”
Searched Google, AI Overview
“wine delivery”
Searched Google, AI Overview
“buy wine online”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Naked Wines or Waitrose Cellar more popular in search?
This chart shows how often people search Google for Naked Wines and Waitrose Cellar by name. Each line represents a brand's share of searches for all seven online wine retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Naked Wines, Waitrose Cellar. The figures are in the table below the chart.
View monthly share of searches table
| Month | Majestic Wine | The Wine Society | Laithwaites | Naked Wines | Virgin Wines | Berry Bros. & Rudd | Waitrose Cellar |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.8% | 18.7% | 10.3% | 10.3% | 8.4% | 6.9% | 3.7% |
| Nov 2025 | 41.3% | 18.5% | 12.4% | 10.2% | 8.3% | 5.6% | 3.7% |
| Dec 2025 | 46.8% | 17.2% | 11.5% | 7.7% | 7.7% | 6.3% | 2.8% |
| Jan 2026 | 37.9% | 20.9% | 11.4% | 9.3% | 9.3% | 7.7% | 3.4% |
| Feb 2026 | 35.4% | 23.7% | 10.6% | 10.6% | 8.7% | 7.1% | 3.9% |
| Mar 2026 | 35% | 23.5% | 10.5% | 10.5% | 8.6% | 7.1% | 4.7% |
| Apr 2026 | 38.9% | 21.4% | 11.7% | 7.8% | 9.6% | 6.4% | 4.3% |
| May 2026 | 41.1% | 22.5% | 10.1% | 8.3% | 6.8% | 6.8% | 4.5% |
| Jun 2026 | 44.1% | 19.8% | 8.9% | 8.9% | 7.3% | 7.3% | 4% |
| Jul 2026 | 40.7% | 22.4% | 8.2% | 10% | 8.2% | 6.7% | 3.7% |
| Aug 2026 | 44.4% | 19.9% | 8.9% | 7.3% | 7.3% | 7.3% | 4.9% |
| Sep 2026 | 38.7% | 21.3% | 9.5% | 9.5% | 9.5% | 7.8% | 3.5% |
How has the Naked Wines and Waitrose Cellar comparison changed over the last 12 months?
3 findings
- Naked Wines was ahead of Waitrose Cellar in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Naked Wines’ share of searches among online wine retailers in the United Kingdom moved from 10.3% to 9.5%, and its estimated monthly branded searches moved from 40.5K to 27.1K.
- Across the 12 months ending September 2026, Waitrose Cellar’s share of searches among online wine retailers in the United Kingdom moved from 3.7% to 3.5%, and its estimated monthly branded searches moved from 14.8K to 9.9K.
How did search popularity change for United Kingdom online wine retailers in September 2026?
2 changes
In September 2026, Naked Wines overtook Berry Bros. & Rudd to rank 4th among online wine retailers in the United Kingdom, with 9.5% of the searches.
In September 2026, Waitrose Cellar lost share of searches among online wine retailers in the United Kingdom, from 4.9% to 3.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Naked Wines’ and Waitrose Cellar’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.
Naked Wines
1 branded search term
- naked wines
Waitrose Cellar
1 branded search term
- waitrose cellar
Other head-to-heads among online wine retailers
- Majestic Wine vs The Wine Society: compare popularity
- Majestic Wine vs Laithwaites: compare popularity
- Majestic Wine vs Naked Wines: compare popularity
- Majestic Wine vs Virgin Wines: compare popularity
- The Wine Society vs Laithwaites: compare popularity
- The Wine Society vs Naked Wines: compare popularity
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