Brandwave

The Wine Society vs Virgin Wines:Which is more popular?

In September 2026, The Wine Society had more branded searches than Virgin Wines among online wine retailers in the United Kingdom. The Wine Society had about 60,500 branded searches, while Virgin Wines had 27,100. The Wine Society made up 21.3% of all online wine retailer searches we track, and Virgin Wines accounted for 9.5%. When we asked ChatGPT and Google AI Overviews about online wine retailers, The Wine Society appeared in four of the five answers and Virgin Wines in one. The Wine Society was mentioned before Virgin Wines in three out of four answers.

Among online wine retailers in the United Kingdom in September 2026

Who do people search for more?

The Wine Society, about 2 searches for every 1 for Virgin Wines

The Wine Society 60.5K searchesVirgin Wines 27.1K searches

Who does AI mention more?

The Wine Society, mentioned in 4 of 5 answers, Virgin Wines in 1

The Wine Society in 4 of 5Virgin Wines in 1 of 5

Who does AI recommend more?

The Wine Society, named ahead of Virgin Wines in 3 of 4 answers

The Wine Society first in 3Virgin Wines first in 1

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Top online wine retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Wine Society was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Virgin Wines 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 Wine Society was listed before Virgin Wines in three out of four answers.

Most recommended by AI

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

  1. The Wine Society1st
  2. Majestic Wine2nd
  3. Laithwaites3rd
  4. Naked Wines4th
  5. Virgin Wines5th
  6. Waitrose Cellar6th
  7. Berry Bros. & Rudd7th

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

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Is The Wine Society or Virgin Wines more popular in search?

This chart shows how often people search Google for The Wine Society and Virgin Wines 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.

The Wine Society and Virgin Wines among online wine retailers in the United Kingdom, by month

Share of searches by month for The Wine Society, Virgin Wines. The figures are in the table below the chart.

View monthly share of searches table
MonthMajestic WineThe Wine SocietyLaithwaitesNaked WinesVirgin WinesBerry Bros. & RuddWaitrose Cellar
Oct 202541.8%18.7%10.3%10.3%8.4%6.9%3.7%
Nov 202541.3%18.5%12.4%10.2%8.3%5.6%3.7%
Dec 202546.8%17.2%11.5%7.7%7.7%6.3%2.8%
Jan 202637.9%20.9%11.4%9.3%9.3%7.7%3.4%
Feb 202635.4%23.7%10.6%10.6%8.7%7.1%3.9%
Mar 202635%23.5%10.5%10.5%8.6%7.1%4.7%
Apr 202638.9%21.4%11.7%7.8%9.6%6.4%4.3%
May 202641.1%22.5%10.1%8.3%6.8%6.8%4.5%
Jun 202644.1%19.8%8.9%8.9%7.3%7.3%4%
Jul 202640.7%22.4%8.2%10%8.2%6.7%3.7%
Aug 202644.4%19.9%8.9%7.3%7.3%7.3%4.9%
Sep 202638.7%21.3%9.5%9.5%9.5%7.8%3.5%

How has the The Wine Society and Virgin Wines comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Virgin Wines overtook Berry Bros. & Rudd to rank 5th among online wine retailers in the United Kingdom, with 9.5% of the searches.

  2. In September 2026, The Wine Society gained share of searches among online wine retailers in the United Kingdom, from 19.9% to 21.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using The Wine Society’s and Virgin Wines’ 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.

The Wine Society

1 branded search term

  • the wine society

Virgin Wines

1 branded search term

  • virgin wines

How the Brand Demand Index is measured

Other head-to-heads among online wine retailers

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