Brandwave

Virgin Wines vs Waitrose Cellar:Which is more popular?

In September 2026, Virgin Wines had more branded searches than Waitrose Cellar among online wine retailers in the United Kingdom. Virgin Wines had about 27,100 branded searches, while Waitrose Cellar had 9,900. Virgin 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, Waitrose Cellar appeared in two of the five answers and Virgin Wines in one. Waitrose Cellar was mentioned before Virgin Wines in two out of three answers that named either.

Among online wine retailers in the United Kingdom in September 2026

Who do people search for more?

Virgin Wines, about 3 searches for every 1 for Waitrose Cellar

Virgin Wines 27.1K searchesWaitrose Cellar 9.9K searches

Who does AI mention more?

Waitrose Cellar, mentioned in 2 of 5 answers, Virgin Wines in 1

Waitrose Cellar in 2 of 5Virgin Wines in 1 of 5

Who does AI recommend more?

Waitrose Cellar, named ahead of Virgin Wines in 2 of 3 answers

Waitrose Cellar first in 2Virgin 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, 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. 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. Waitrose Cellar was listed before Virgin Wines 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.

  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 Virgin Wines or Waitrose Cellar more popular in search?

This chart shows how often people search Google for Virgin 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.

Virgin Wines and Waitrose Cellar among online wine retailers in the United Kingdom, by month

Share of searches by month for Virgin Wines, Waitrose Cellar. 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 Virgin Wines and Waitrose Cellar 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, 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 Virgin 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.

Virgin Wines

1 branded search term

  • virgin wines

Waitrose Cellar

1 branded search term

  • waitrose cellar

How the Brand Demand Index is measured

Other head-to-heads among online wine retailers

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